myhomeIQ vs FinLocker
Lead Gen & Retention head-to-head · axis by axis, same rubric for both
SOA Labs, Inc.
Lead Gen & Retention
| Axis | myhomeIQ | FinLocker |
|---|---|---|
| Production impact | 4.0 | 3.8 |
| Functionality & depth | 4.1 | 4.6 |
| Integrations & ecosystem | 3.2 | 3.8 |
| Adoption & support | 4.1 | 3.8 |
| Return on spend | 4.4 | 3.8 |
| Overall | 4.0 | 3.9 |
myhomeIQ wins 3 of 5 axes. Same rubric, same weights, no sponsorships.
What the rubric says
myhomeIQ and FinLocker are both scored in Lead Gen & Retention. myhomeIQ carries an overall of 4, FinLocker an overall of 3.9. The widest gap between them is Return on spend, at 0.6 of a point. That axis measures what the spend returns, which is not the same as being cheap. myhomeIQ takes it, 4.4 to 3.8.
Where the five axes separate
On Return on spend the record favours myhomeIQ, 4.4 against 3.8. On Integrations and ecosystem the record favours FinLocker, 3.8 against 3.2. On Functionality and depth the record favours FinLocker, 4.6 against 4.1. On Adoption and support the record favours myhomeIQ, 4.1 against 3.8. On Production impact the record favours myhomeIQ, 4 against 3.8.
In Lead Gen & Retention the rubric weights Production impact heaviest, at 40 percent. That is why the two overalls sit where they do.
How the weights turn axes into a score
Production impact carries 40 percent of the Lead Gen & Retention score. It measures whether the tool moves volume, pull-through or cycle time. Functionality and depth carries 10 percent of the Lead Gen & Retention score. It measures whether it handles the messy loans and not just the clean file. Integrations and ecosystem carries 15 percent of the Lead Gen & Retention score. It measures how well it reaches the rest of the stack. Adoption and support carries 10 percent of the Lead Gen & Retention score. It measures whether the team adopts it and gets unstuck. Return on spend carries 25 percent of the Lead Gen & Retention score. It measures what the spend returns, which is not the same as being cheap.
Pricing posture
myhomeIQ publishes pricing. Its listed model is published per-seat pricing, $247 per month or $1,800 per year plus a $200 one-time setup, enterprise. FinLocker does not publish pricing. Its listed model is quote only, white-labelled enterprise licence. One of the two can be costed before a sales call, the other cannot.
Deployment and who each one targets
Deployment for myhomeIQ: Cloud, database synced from a CRM, LOS or spreadsheet upload. Deployment for FinLocker: Cloud, white-labelled consumer app under the lender’s brand. Segment focus for myhomeIQ: Loan officers running homeowner retention and co-marketing with real estate agent partners. Segment focus for FinLocker: Lenders nurturing declined and not-yet-qualified borrowers toward a future loan. The two entries name different buyers.
What each record credits
myhomeIQ: Real published pricing, $247 monthly or $1,800 annual for up to 1,250 homeowners. myhomeIQ: Open overage pricing, $0.25 or $0.20 per extra report, keeps scaling predictable. myhomeIQ: Unlimited agent connections at no extra cost make co-marketing cheap to expand. myhomeIQ: Enterprise adds white-label branding, central admin, branch management and compliance control for field deployments. FinLocker: Credit monitoring and simulation run on TransUnion data; TransUnion holds a board seat. FinLocker: Partners named across the stack: Ellie Mae, Total Expert, Sagent, Fiserv, Argyle, HomeGenius. FinLocker: Names 30-plus clients, including Flagstar Bank, PRMG, NFM Lending and AmeriHome. FinLocker: Addresses declined applicants head on, a case most retention products ignore.
What each record holds against them
myhomeIQ: No named CRM or LOS integration, only a general statement that databases sync. myhomeIQ: The annual plan bills $1,800 up front before the first report goes out. myhomeIQ: Seller scoring is proprietary with no published accuracy measure, trusted rather than checked. myhomeIQ: Equity reports are a crowded field, and differentiation rests on the agent features. FinLocker: Return is deferred by design; credit-building borrowers take a year or more. FinLocker: No activation or engagement rates published, and an unopened app produces nothing. FinLocker: Origination integration still labeled Ellie Mae, with no statement of what it writes. FinLocker: Quote-only pricing, with no per-user rate or minimum disclosed.
Which one fits which shop
Best fit for myhomeIQ: An originator who wants a monthly homeowner equity report going out automatically and an agent partnership. hook attached to it. Best fit for FinLocker: Lenders with a large declined file and a long first time buyer nurture cycle.
What each entry concludes
myhomeIQ: myhomeIQ, run by SOA Labs, sends past clients a branded monthly home value and equity report. myhomeIQ: Predictive scoring sits on top and flags who is likely to sell within twelve months. myhomeIQ: Around that sit a refinance scanner, buyer funnels for niche programs, landing pages and an agent discovery tool. myhomeIQ: The agent tool turns the homeowner report into a shared asset with a real estate partner. myhomeIQ: It is built for the individual originator and the branch, and the agent partnership angle is what decides. FinLocker: FinLocker is a bet on your declined and long-cycle applicants, and the size of that file decides. FinLocker: It is a white-labeled consumer finance app under your brand. FinLocker: Inside sit TransUnion credit monitoring, account aggregation, a score simulator and a homeownership action plan. FinLocker: Henry Cason leads it after 27 years at Fannie Mae, and it runs out of St. FinLocker: Louis.
The short answer
myhomeIQ finishes ahead on the published rubric, 4 to 3.9. The margin comes mostly from Return on spend. Same rubric, same weights, no sponsorships.
Both tools are scored on the same weighted rubric, production impact carries the most weight. Comparisons are never sponsored. Disclosure →