myhomeIQ vs Own Up
Lead Gen & Retention head-to-head · axis by axis, same rubric for both
SOA Labs, Inc.
RateGravity Inc.
| Axis | myhomeIQ | Own Up |
|---|---|---|
| Production impact | 4.0 | 2.3 |
| Functionality & depth | 4.1 | 2.1 |
| Integrations & ecosystem | 3.2 | 1.6 |
| Adoption & support | 4.1 | 2.6 |
| Return on spend | 4.4 | 2.3 |
| Overall | 4.0 | 2.2 |
myhomeIQ wins 5 of 5 axes. Same rubric, same weights, no sponsorships.
What the rubric says
myhomeIQ and Own Up are both scored in Lead Gen & Retention. myhomeIQ carries an overall of 4, Own Up an overall of 2.2. The widest gap between them is Return on spend, at 2.1 of a point. That axis measures what the spend returns, which is not the same as being cheap. myhomeIQ takes it, 4.4 to 2.3.
Where the five axes separate
On Return on spend the record favours myhomeIQ, 4.4 against 2.3. On Functionality and depth the record favours myhomeIQ, 4.1 against 2.1. On Production impact the record favours myhomeIQ, 4 against 2.3. On Integrations and ecosystem the record favours myhomeIQ, 3.2 against 1.6. On Adoption and support the record favours myhomeIQ, 4.1 against 2.6.
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. Own Up does not publish pricing. Its listed model is advertising and referral compensation paid by lenders, no published rate card. 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 Own Up: Cloud marketplace, nothing installed on the lender side. Segment focus for myhomeIQ: Loan officers running homeowner retention and co-marketing with real estate agent partners. 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
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. Own Up: Advisors work the borrower first, so you get an informed, better-qualified contact. Own Up: The site plainly states its legal entity, NMLS number, compensation model and panel. Own Up: Publishes its lender panel, from Rocket Mortgage to NBKC, so you see the competition.
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. Own Up: No published pricing or partner terms of any kind. Own Up: Borrower-aligned by design, so its incentive is finding a cheaper offer than yours. Own Up: Smaller consumer reach than big comparison sites, so volume potential is limited.
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 Own Up: A lender that competes on price and wants borrowers who arrive already understanding the offer.
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. Own Up: Own Up operates as RateGravity Inc. Own Up: under NMLS #1450805, sitting between the borrower and a lender panel.
The short answer
myhomeIQ finishes ahead on the published rubric, 4 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 →