Hometap Campaign Reframes the Risk of Home Equity

Hometap has launched a new campaign with independent agency Familiar Creatures, its first brand-led upper funnel work since 2022. After several years prioritising lower funnel performance marketing, the fintech company needed to return to category education and consumer trust-building to continue growing. The brief required creative that worked as both brand and performance simultaneously.

Familiar Creatures identified consumer skepticism as the central obstacle. People did not trust the idea of receiving cash today in exchange for a share of their home's future value. The campaign's response was to reframe the risk: accessing home equity is not the risky decision. Leaving it unused while life keeps happening is.

The hero creative uses a first-person perspective and old family photographs in a Then and Now format, tracing the ups and downs of a homeowner's life to show how Hometap helped them through it. On radio, two 30-second spots, My House Helped and Renovations, take a conversational and playful tone to walk listeners through Hometap's key use cases without losing them in product detail. Digital ads at the lower end of the funnel focus on Hometap's key differentiators for consumers already considering a home equity investment. The campaign runs across CTV, online video, streaming, terrestrial radio, and display.

More campaign assets: Familiar Creatures

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