The updated brand identity highlights Hometap’s next stage of growth while reinforcing its enduring commitment to easing the costs and challenges of homeownership
Hometap, the Boston-based financial technology company pioneering modern home equity solutions, announced a refreshed brand identity that reflects its next stage of growth and reinforces its commitment to homeowners facing today’s shifting housing realities. Against a backdrop of rising costs, tighter budgets, and limited options for accessing home equity, Hometap’s evolved brand underscores its mission of making homeownership less stressful and more accessible.
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The brand refresh introduces a new tagline, Invested in Homeowners, a message that embodies both Hometap’s financial investments in homes and its enduring commitment to the people who live in them. The redesigned logo, which symbolizes Hometap as part of the broader Homeownership journey, draws inspiration from a pie chart and is anchored by a modern purple color palette that conveys curiosity, innovation, and optimism. Together, the updated identity signals the company’s momentum as it expands beyond its flagship home equity investment (HEI) product to deliver broader solutions for homeowners nationwide.
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“For too many homeowners, the accomplishment of owning a home is weighed down by the realities of tight budgets, unexpected expenses, and limited options for accessing their equity. What should feel like a foundation for stability and opportunity instead becomes another source of stress,” said Rachel Keohan, Chief Marketing Officer of Hometap. “Our refreshed brand is about more than a new look — it’s about reaffirming our promise to meet homeowners where they are, with solutions that are clear, transparent, and built around their needs. We want homeowners to feel confident not only in the decisions they make today, but in their long-term ability to get more out of homeownership.”
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With more than $2 billion deployed to over 20,000 homeowners to date, Hometap enters this new phase with increased momentum and a reinforced focus on helping homeowners navigate the financial realities of homeownership. Through this brand evolution, Hometap emphasizes its leadership in shaping a modern category of home equity solutions designed for today’s housing market.
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Source : businesswire