HomeLight vs Own Up
Lead Gen & Retention head-to-head · axis by axis, same rubric for both
Lead Gen & Retention
RateGravity Inc.
| Axis | HomeLight | Own Up |
|---|---|---|
| Production impact | 3.8 | 2.3 |
| Functionality & depth | 3.3 | 2.1 |
| Integrations & ecosystem | 2.8 | 1.6 |
| Adoption & support | 3.8 | 2.6 |
| Return on spend | 3.8 | 2.3 |
| Overall | 3.6 | 2.2 |
HomeLight wins 5 of 5 axes. Same rubric, same weights, no sponsorships.
What the rubric says
HomeLight and Own Up are both scored in Lead Gen & Retention. HomeLight carries an overall of 3.6, Own Up an overall of 2.2. The widest gap between them is Return on spend, at 1.5 of a point. That axis measures what the spend returns, which is not the same as being cheap. HomeLight takes it, 3.8 to 2.3.
Where the five axes separate
On Return on spend the record favours HomeLight, 3.8 against 2.3. On Production impact the record favours HomeLight, 3.8 against 2.3. On Integrations and ecosystem the record favours HomeLight, 2.8 against 1.6.
Pricing posture
HomeLight does not publish pricing. Its listed model is no lender fee for registration or pre-qualification, borrower-side economics not published. Own Up does not publish pricing. Its listed model is advertising and referral compensation paid by lenders, no published rate card.
Deployment and who each one targets
Deployment for HomeLight: Web portal, lender registers and submits clients manually. Deployment for Own Up: Cloud marketplace, nothing installed on the lender side. Segment focus for HomeLight: Retail loan officers with move-up buyers blocked by a contingent sale. Segment focus for Own Up: Lenders wanting rate shoppers who have already been screened and coached by a human advisor. The two entries name different buyers.
What each record credits
HomeLight: Removes the sale contingency and pulls the old payment out of DTI. Own Up: Advisors work the borrower first, so you get an informed, better-qualified contact.
What each record holds against them
HomeLight: A program you enroll in and submit to, not licensable software. Own Up: No published pricing or partner terms of any kind.
Which one fits which shop
Best fit for HomeLight: Purchase-focused originators losing move-up borrowers on debt-to-income or contingency. Best fit for Own Up: A lender that competes on price and wants borrowers who arrive already understanding the offer.
The short answer
HomeLight finishes ahead on the published rubric, 3.6 to 2.2. 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 →