Collect once
Capture a standardized set of borrower and property data, directly or from an existing system.
In development · Seeking launch partners
More home-equity options.
One connected process.
HEI Market is developing a provider-neutral distribution platform that helps financing professionals identify potential HELOC and shared-equity solutions for their customers.
Home equity. Another path forward.
A homeowner has equity, but needs another option.
Cash-out refinance declinedCredit or debt-to-income requirements
HELOC declinedCredit or debt-to-income requirements
Reverse mortgage isn't appealingLooking for a different approach
Business funding falls shortThe business doesn't qualify for enough
HEI MarketHelp the referrer explore shared-equity options
Potential HEI provider pathsExplore fit → Handoff to a provider
The longer-term relationship
A future refinance or HELOC may provide a path to repay the HEI.
The opportunity
Homeowners can have substantial equity—and still have no clear path to access it.
Traditional cash-out and home-equity applications can fall outside credit, income or debt-to-income requirements. Shared-equity products may offer another path, but the market is fragmented.
Each provider has different state coverage, property rules, investment ranges and qualification criteria. The professional serving the homeowner must know where to look—or the opportunity disappears.
The proposed partner experience
Your organization. Your provider choices.
A proposed partner experience designed around:
- Access for businesses and their authorized users
- Organization-controlled HEI provider selection
- Application and funding visibility through a portal or integration
- Customer handoffs aligned with each provider's process
We're working with launch partners to define workflows and commercial arrangements.
The proposed model
One connection across the customer lifecycle.
HEI Market is being designed as the coordination layer—not another lender or origination system.
Identify paths
Evaluate available HELOC and shared-equity programs from providers approved by the institution.
Route securely
Move the customer into the selected provider's formal application process with less duplicate entry.
Close the loop
Return outcome visibility and, over time, identify when an HEI customer may be ready to exit.
The longer-term advantage
The relationship should not end when the HEI funds.
Many shared-equity customers will eventually repay through a sale, refinance or HELOC. With permission and the right provider integrations, HEI Market could help monitor mortgage-readiness signals and return timely opportunities to the original mortgage professional.
- ✓ Help providers create healthier, earlier exits
- ✓ Help mortgage companies retain future business
- ✓ Give homeowners a clearer path back to traditional financing
Built for an ecosystem
Value for every participant.
Mortgage companies
Serve more homeowners, control which providers LOs can access and preserve a relationship that may become a future refinance or HELOC.
HEI providers
Reach qualified distribution partners, reduce misrouted demand and receive a more consistent initial customer data set.
Embedded-finance platforms
Add a new home-equity product category through one integration rather than building separately with every provider.
Referral partners
Introduce homeowners through an approved, trackable process without needing to master every provider's guidelines.
What we're validating now
Build the network before the software gets heavy.
01A common data set that can support multiple provider pathways
02Provider connectivity—from tracked handoffs to future APIs
03Economics that create value for providers and distribution partners
04A focused pilot with real cases and measurable outcomes
“
I kept seeing homeowners with substantial equity get declined for cash-out financing. The question was simple: how can someone own so much value in a home, yet have no practical way to use it to improve their situation?
That question led to shared-equity products—and to the idea for a more connected market.
JK
Founded by
John Kuriger
Lending executive focused on partnerships & growthLaunch partners
Help shape the infrastructure for a more connected home-equity market.
We are speaking with HEI providers, mortgage companies and embedded-finance platforms interested in testing the model.
Start a conversation ↗