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Generated Oct 23, 2026
  1. Programmable
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growth playbook · Oct 23, 2026

point.com (opens in a new tab)

Point growth playbook

Diagnosis

Point has passed 30,000 homeowners and $3 billion in HEIs, entered five new states, opened a broker channel and added a HELOC, and its hiring centers on lead-to-funding conversion: a Director of Sales, sales managers and account managers, plus a marketing analytics role for SEM, social, display, CTV and geo-experiments.

The site has not caught up with the two-product story: an old indexed page still argues against HELOCs, comparison and "or" pages date from 2025, numbers differ between the job posts and the site, and paid landing copies compete with the core pages.

This playbook fixes those, builds speed-to-lead and funded-deal measurement, adds state pages and broker tools, and makes cost and settlement transparent. Every claim idea includes compliance review; nothing here promises financial outcomes.

Growth Score

8/10

Biggest Opportunity

Present Point as a two-product home equity company (HEI and HELOC) everywhere homeowners compare options, and measure marketing on funded deals.

Biggest Risk

HEIs are a young, scrutinized category; inaccurate comparisons or unclear costs could create regulatory and reputational risk, and Hometap, Unlock and HELOC lenders such as Figure compete for the same homeowners.

01

Start here

The three moves to make first. Each one is written up in full below.

  1. 1

    Point sells a HELOC now, but its HELOC search page still argues against HELOCs

    Ask compliance to review the old page's comparison table this week.

    High impact First result in 1 month
  2. 2

    One set of public numbers: 30,000 homeowners, not "20,000+ customers"

    Update the job-post template's "About Point" text.

    Medium impact First result in 1 week
  3. 3

    A speed-to-lead dashboard by source and state for the two sales regions

    Pull last month's time-to-first-call by source.

    High impact First result in 1 month

02

Your idea portfolio

21 ideas, grouped by when to run them. Open any idea for how to run it: the steps, who to approach, copy you can use, and how to measure it.

  • 7 ideas are marked Unexpected: plays you are unlikely to have tried.

Every idea placed by the effort it takes against the impact it could have. Quick wins sit top left; select a number to open that idea. The filters below narrow the list by status, timing, category and what Programmable can build.

Effort vs impactEach number is an idea. Select one to open it.
Impact →
Quick wins · 3Big bets · 9Fill-ins · 4Reconsider · 5
Effort →

Showing 21 of 21 ideas

This week 6

Quick wins with a clear first action.

  • 01

    Point's homepage offers two products side by side, an HEI and a HELOC. Yet /or/home-equity-line-of-credit, an indexed page titled "HELOC or Home Equity Investment (HEI) — Which is better?", was last updated in May 2025 and still describes a HELOC as an "Expensive monthly payment" that needs "great FICO", and offers only the HEI. A homeowner in one of the eight HELOC states who searches "HELOC vs HEI" gets told to avoid the product Point would happily sell them. The newer side-by-side page exists, but its title tag still says "without monthly payments".

    High impactLow effort First result in 1 month Growth Marketing lead

    First action

    Ask compliance to review the old page's comparison table this week.

    How to measure it

    Prequalification starts from the comparison pages

    Now
    –
    Target
    +20%
    By
    90 days

    Steps

    1. 1

      Pull the data

      Search traffic and starts for both pages.

      Senior Analyst, Marketing Analytics 1 day

    2. 2

      Decide

      Rewrite or redirect the old page.

      Growth Marketing lead 1 day

    3. 3

      Write

      A fair two-product comparison with state availability.

      Content lead 3 days

    4. 4

      Compliance review

      Every claim and the disclosures.

      Compliance review 1 week

    5. 5

      Fix titles

      Title and description of the side-by-side page.

      Content lead 1 hour

    6. 6

      Make it state-aware

      Both offers in HELOC states, HEI elsewhere.

      Engineering Manager 1 week

    7. 7

      Measure

      Starts and funding by product and source.

      Senior Analyst, Marketing Analytics monthly

    First result
    1 month
    Cost
    Writing and engineering time
    Owner
    Growth Marketing lead

    Smallest test

    Fix the title tag and add a link to the side-by-side page from the old page today.

    Why it works

    Rewrite the old page as a fair comparison of Point's two products, or redirect it to /home-equity-line-of-credit. Show both offers where the HELOC is available (CA, CO, CT, GA, IL, MD, NC, WA) and the HEI elsewhere. Fix the newer page's title so it matches its content, and have compliance review every comparison line and the disclosures. Tag both pages so Marketing Analytics can see prequalification and funding by product.

    Searchers comparing HEI and HELOC are high intent. Showing both of Point's options keeps them with Point whichever they prefer, lets account managers start from the right product, and removes copy that compliance would not approve today.

    Ready to use

    ChecklistComparison page checklist

    [ ] Old /or/home-equity-line-of-credit rewritten or redirected
[ ] Both products shown in CA, CO, CT, GA, IL, MD, NC, WA
[ ] HEI-only view in other states
[ ] Title tag of /home-equity-line-of-credit matches content
[ ] Every comparison line sourced from Point disclosures
[ ] Compliance sign-off recorded
[ ] Product tagged in prequalification events

    Risks and how to handle them

    • Comparison claims need substantiation

      Use only figures from Point's own disclosures.

    • Cannibalizing the HEI

      Track funded volume, not product mix.

    Evidence

    • Your website/or/home-equity-line-of-credit (sitemap date May 19, 2025) is titled "HELOC or Home Equity Investment (HEI) — Which is better?" with the H1 "Try the HELOC alternative with no monthly payments". Its table lists a HELOC as "Expensive monthly payment", "Full income verification required" and "Need great FICO to qualify", and the body offers only the HEI, citing "more than 30,000 happy homeowners" and "4.7 stars from over 6,000 reviewers on Trustpilot". The sibling pages for home equity loans, cash-out refinance, reverse mortgages and personal loans also date from May 2025.Source
    • Your website/home-equity-line-of-credit (updated October 16, 2026) is the newer page: "HEI vs HELOC. Prequalify for both an HEI and HELOC in under 60 seconds. See your options side by side". Its title tag still reads "Unlock your home's equity without monthly payments."Source
    • Your websiteHomepage: HEI "Get up to $600k from your home equity with no monthly payments"; HELOC "Get cash fast with a low monthly payment", "as soon as 5 days", up to $750k; "Enter address to view offers side-by-side"; "See how Point has helped over 30,000 homeowners"; Trustpilot 4.7.Source
    • Your websiteHELOC page: "HELOC's are available in: CA, CO, CT, GA, IL, MD, NC, and WA", while the HEI is available in most US states; HELOC disclosures say the full amount is drawn at origination and "Available initial APRs range from 6.50% to 15.25%".Source
    • HiringSenior Analyst, Marketing Analytics (Growth Marketing, posted August 28, 2026): measurement across "SEM, Paid Social, Display, and CTV"; dashboards in Sigma; SQL and dbt models; "Configure and QA pixels in Google Tag Manager, manage conversion uploads via Hightouch"; "A/B tests and geo-experiments"; and "attribution, incrementality, and forecasting".Source
  • 02

    Point's October news says it funded its 30,000th homeowner, and the homepage says "over 30,000 homeowners". Every job post still says "20,000+ customers", the sitemap carries an "Arm Report 2024" post, and the comparison pages date from 2025. In a regulated product, stale numbers look careless.

    Medium impactLow effort First result in 1 week Content lead

    First action

    Update the job-post template's "About Point" text.

    How to measure it

    Public pages using the approved figures

    Now
    –
    Target
    100%
    By
    60 days

    Steps

    1. 1

      List figures

      Homeowners, dollars, states, ratings.

      Content lead 1 day

    2. 2

      Compliance sign-off

      Wording and source.

      Compliance review 3 days

    3. 3

      Job template

      Update "About Point".

      Talent team 1 hour

    4. 4

      Site sweep

      Homepage, comparisons, partners.

      Content lead 3 days

    5. 5

      Dated posts

      Update or retitle.

      Content lead 1 week

    6. 6

      Review

      Quarterly.

      Content lead quarterly

    First result
    1 week
    Cost
    Staff time only
    Owner
    Content lead

    Smallest test

    Fix the job-post text today.

    Why it works

    Keep a short list of approved public figures (homeowners served, dollars invested, states, ratings) with the source and date, reviewed by compliance. Update the job-post template, homepage, comparison and partner pages from it, and retitle or update dated posts.

    Consistent figures help candidates, partners and press repeat the right number and reduce compliance risk.

    Risks and how to handle them

    • Figures go stale again

      Review after every milestone announcement.

    Evidence

    • HiringThe "About Point" text in every job post: "over $175M raised from top investors like Andreessen Horowitz, WestCap, Greylock, and Prudential"; "a 4.7 Trustpilot rating and an A+ from the BBB, a testament to the value we provide to our 20,000+ customers"; remote-first across the US. Point is also hiring two Associate General Counsels (Litigation; Servicing & Title) and a Servicing Operations Coordinator.Source
    • Your websitePoint news (October 2026): Point funded its 30,000th homeowner and passed $3 billion in Home Equity Investments; it expanded to Kentucky, Nebraska, Iowa, Kansas and Mississippi and is in 31 states and DC; "Every HEI includes an annualized cost cap"; a third-party origination channel lets "mortgage professionals to broker Point's Home Equity Investments"; a $508.6 million securitization earlier in the year.Source
    • Your websiteHomepage: HEI "Get up to $600k from your home equity with no monthly payments"; HELOC "Get cash fast with a low monthly payment", "as soon as 5 days", up to $750k; "Enter address to view offers side-by-side"; "See how Point has helped over 30,000 homeowners"; Trustpilot 4.7.Source
    • Your websiteSitemap (807 URLs, checked October 22, 2026): 524 blog posts (one still titled "Arm Report 2024"), 68 review pages (newest January 2026), 50 /notice pages explaining why an application was declined, 25 /partner landing pages (comparison sites, debt-relief firms, a CPA and personal-finance creators), 10 tools, three comparison pages (Hometap, updated March 2026; Unlock and Splitero, July 2025) and no state pages. Paid landing pages under /start are noindexed, but /home-cash, /home-equity, /tv, /as-seen-on-tv and /get-prequalified are indexable near-copies of the HEI pitch.Source
  • 03

    The new Director of Sales owns lead-to-funding conversion and SLA adherence on speed-to-lead and follow-ups, with a peer director running the adjacent region. Marketing Analytics already builds dashboards in Sigma.

    High impactLow effort First result in 1 month Director

    First action

    Pull last month's time-to-first-call by source.

    How to measure it

    Lead-to-funding rate

    Now
    –
    Target
    +10%
    By
    2 quarters

    Steps

    1. 1

      Define metrics

      Shared with sales and marketing.

      Senior Analyst, Marketing Analytics 2 days

    2. 2

      Build in Sigma

      Source, product, state.

      Senior Analyst, Marketing Analytics 1 week

    3. 3

      Set SLAs

      By source.

      Director, Sales 2 days

    4. 4

      Weekly review

      Both regions.

      Director, Sales weekly

    5. 5

      Coach

      Call reviews on slow segments.

      Sales Manager weekly

    6. 6

      Feed back

      Spend shifts by real conversion.

      Growth Marketing lead monthly

    First result
    1 month
    Cost
    Staff time only
    Owner
    Director, Sales

    Smallest test

    Share one week's speed-to-lead by source.

    Why it works

    Build one shared view: time from prequalification to first call, contact rate and funding rate, by source (SEM, social, CTV, partner, broker), product (HEI or HELOC) and state. Review weekly with both directors and growth marketing.

    Speed and contact rate drive conversion in high-volume inside sales, and a shared view shows where marketing spend is wasted by slow follow-up.

    Risks and how to handle them

    • Gaming the SLA

      Measure contact quality, not just speed.

    Evidence

    • HiringDirector, Sales (posted October 9, 2026): lead a regional Account Management organization to "improve lead-to-funding conversion", drive "SLA adherence (speed-to-lead, lead engagement, follow-ups)", and support "state MLO licensing and SAFE exam requirements", alongside "a peer Director of Sales who leads the adjacent region".Source
    • HiringSenior Analyst, Marketing Analytics (Growth Marketing, posted August 28, 2026): measurement across "SEM, Paid Social, Display, and CTV"; dashboards in Sigma; SQL and dbt models; "Configure and QA pixels in Google Tag Manager, manage conversion uploads via Hightouch"; "A/B tests and geo-experiments"; and "attribution, incrementality, and forecasting".Source
    • HiringAccount Manager: "maximize conversion from marketing qualified lead to funding", manage "a large, warm pipeline" in Salesforce, "Run high-volume call blocks" and "tailor financing options". Sales Manager (Inside Sales, B2C): "strategies for call campaigns, including establishing call volume expectations, creating scripting, establishing SLAs".Source
  • 04

    Point noindexes most paid landing pages under /start, but /home-cash, /home-equity, /tv, /as-seen-on-tv and /get-prequalified are indexable and repeat the HEI pitch. Near-copies split search signals with /hei and blur reporting on which page earns organic traffic.

    Medium impactLow effort First result in 1 month Growth Marketing lead

    First action

    List the indexable copies with their organic traffic.

    How to measure it

    Organic visits to the core product pages

    Now
    –
    Target
    +15%
    By
    90 days

    Steps

    1. 1

      List pages

      Traffic and backlinks.

      Senior Analyst, Marketing Analytics 1 day

    2. 2

      Decide

      Noindex, canonical or keep.

      Growth Marketing lead 1 day

    3. 3

      Apply

      Tags and sitemap.

      Engineering Manager 1 day

    4. 4

      Check ads

      Paid URLs still work.

      Growth Marketing lead 1 day

    5. 5

      Monitor

      Search Console.

      Senior Analyst, Marketing Analytics weekly

    6. 6

      Rule

      New landers noindexed by default.

      Growth Marketing lead ongoing

    First result
    1 month
    Cost
    $0
    Owner
    Growth Marketing lead

    Smallest test

    Noindex /as-seen-on-tv and canonical /home-equity to /hei.

    Why it works

    Decide each page's job: paid landers get noindex and stay out of the sitemap; anything worth ranking gets a canonical to /hei or a distinct purpose. Keep the TV page for TV viewers but noindex one of its two URLs.

    Search engines then send organic traffic to the strongest page, and analytics separates paid from organic cleanly.

    Risks and how to handle them

    • Losing rankings a copy holds

      Canonical rather than delete.

    Evidence

    • Your websiteSitemap (807 URLs, checked October 22, 2026): 524 blog posts (one still titled "Arm Report 2024"), 68 review pages (newest January 2026), 50 /notice pages explaining why an application was declined, 25 /partner landing pages (comparison sites, debt-relief firms, a CPA and personal-finance creators), 10 tools, three comparison pages (Hometap, updated March 2026; Unlock and Splitero, July 2025) and no state pages. Paid landing pages under /start are noindexed, but /home-cash, /home-equity, /tv, /as-seen-on-tv and /get-prequalified are indexable near-copies of the HEI pitch.Source
    • HiringSenior Analyst, Marketing Analytics (Growth Marketing, posted August 28, 2026): measurement across "SEM, Paid Social, Display, and CTV"; dashboards in Sigma; SQL and dbt models; "Configure and QA pixels in Google Tag Manager, manage conversion uploads via Hightouch"; "A/B tests and geo-experiments"; and "attribution, incrementality, and forecasting".Source
  • 05

    Point's comparison pages cover Hometap (updated March 2026), Unlock and Splitero (July 2025). Now that Point also sells a HELOC, homeowners also compare it with HELOC lenders such as Figure. The "or" pages for home equity loans, cash-out refinance and reverse mortgages date from May 2025.

    High impactMedium effort First result in 1 month Content lead

    First action

    Pick the three comparisons with the most search volume.

    How to measure it

    Starts from comparison pages

    Now
    –
    Target
    +25%
    By
    90 days

    Steps

    1. 1

      Pick pages

      By search volume.

      Senior Analyst, Marketing Analytics 2 days

    2. 2

      Gather facts

      Rivals' public terms.

      Content lead 1 week

    3. 3

      Write

      Fair, dated tables.

      Content lead 1 week

    4. 4

      Compliance review

      Claims and disclosures.

      Compliance review 1 week

    5. 5

      Publish

      With update dates.

      Engineering Manager 1 day

    6. 6

      Refresh

      Quarterly.

      Content lead quarterly

    First result
    1 month
    Cost
    Writing time
    Owner
    Content lead

    Smallest test

    Update the Unlock page first.

    Why it works

    Update each page with dated facts, Point's cost cap and fees as disclosed, and, where available, both Point products. Add a page against a HELOC lender. Every claim goes through compliance and is sourced from public terms.

    Comparison searches are late-stage, and dated, fair pages win trust in a category where homeowners worry about cost.

    Risks and how to handle them

    • Rival terms change

      Date every figure and link the source.

    Evidence

    • Your websiteSitemap (807 URLs, checked October 22, 2026): 524 blog posts (one still titled "Arm Report 2024"), 68 review pages (newest January 2026), 50 /notice pages explaining why an application was declined, 25 /partner landing pages (comparison sites, debt-relief firms, a CPA and personal-finance creators), 10 tools, three comparison pages (Hometap, updated March 2026; Unlock and Splitero, July 2025) and no state pages. Paid landing pages under /start are noindexed, but /home-cash, /home-equity, /tv, /as-seen-on-tv and /get-prequalified are indexable near-copies of the HEI pitch.Source
    • Your website/or/home-equity-line-of-credit (sitemap date May 19, 2025) is titled "HELOC or Home Equity Investment (HEI) — Which is better?" with the H1 "Try the HELOC alternative with no monthly payments". Its table lists a HELOC as "Expensive monthly payment", "Full income verification required" and "Need great FICO to qualify", and the body offers only the HEI, citing "more than 30,000 happy homeowners" and "4.7 stars from over 6,000 reviewers on Trustpilot". The sibling pages for home equity loans, cash-out refinance, reverse mortgages and personal loans also date from May 2025.Source
    • Competitor researchRivals' own homepages: Hometap, "a loan alternative called a home equity investment ... without monthly payments"; Unlock, a "Home Equity Agreement (HEA)"; Figure, "Fast, Easy Online HELOC Lender".Source
    • Your websitePoint news (October 2026): Point funded its 30,000th homeowner and passed $3 billion in Home Equity Investments; it expanded to Kentucky, Nebraska, Iowa, Kansas and Mississippi and is in 31 states and DC; "Every HEI includes an annualized cost cap"; a third-party origination channel lets "mortgage professionals to broker Point's Home Equity Investments"; a $508.6 million securitization earlier in the year.Source
  • 06

    The Marketing Analytics hire will configure and QA pixels in Google Tag Manager. Real visitors pass Core Web Vitals, but on a mid-range phone the lab test shows 4.4 MB, 17 third parties, and GTM, PostHog and Bugsnag each blocking the main thread for 300 to 400 ms.

    Medium impactMedium effort First result in 1 month Senior Analyst

    First action

    Export the GTM container and list tags without an owner.

    How to measure it

    Tags with owner and purpose

    Now
    –
    Target
    100%
    By
    60 days

    Steps

    1. 1

      Export

      GTM container.

      Senior Analyst, Marketing Analytics 1 day

    2. 2

      Assign owners

      Each tag.

      Senior Analyst, Marketing Analytics 1 week

    3. 3

      Remove duplicates

      And unused tags.

      Senior Analyst, Marketing Analytics 1 week

    4. 4

      Delay

      Non-essential pixels.

      Engineering Manager 1 week

    5. 5

      Consent check

      With legal.

      Associate General Counsel, Servicing & Title 1 week

    6. 6

      Re-test

      PageSpeed monthly.

      Senior Analyst, Marketing Analytics monthly

    First result
    1 month
    Cost
    Staff time only
    Owner
    Senior Analyst, Marketing Analytics

    Smallest test

    Remove one unused tag and compare.

    Why it works

    Inventory every tag with its owner and purpose, remove duplicates, load non-essential pixels after the address form is usable, and document consent handling. Re-test monthly.

    Fewer, owned tags mean cleaner attribution data and a faster address form on slow phones.

    Risks and how to handle them

    • Breaking conversion tracking

      Test each change in preview first.

    Evidence

    • Google PageSpeedReal Chrome users pass Core Web Vitals on point.com (LCP 2.4 s, INP 155 ms at p75). The lab mobile test scores 53 with LCP 7.1 s, 4.4 MB over 152 requests from 17 third parties; Google Tag Manager blocks the main thread for about 400 ms, PostHog about 340 ms and Bugsnag about 316 ms.Source
    • HiringSenior Analyst, Marketing Analytics (Growth Marketing, posted August 28, 2026): measurement across "SEM, Paid Social, Display, and CTV"; dashboards in Sigma; SQL and dbt models; "Configure and QA pixels in Google Tag Manager, manage conversion uploads via Hightouch"; "A/B tests and geo-experiments"; and "attribution, incrementality, and forecasting".Source

This quarter 10

The core plays for the next three months.

  • 07

    Point just entered Kentucky, Nebraska, Iowa, Kansas and Mississippi, and the analytics hire is asked to run geo-experiments and incrementality. New markets have no history of Point advertising, which makes them ideal test cells.

    High impactMedium effort First result in 1 quarter Senior Analyst

    First action

    Pair markets in the five states by size and home values.

    How to measure it

    Measured incrementality of CTV

    Now
    –
    Target
    one read per quarter
    By
    2 quarters

    Steps

    1. 1

      Design

      Matched markets.

      Senior Analyst, Marketing Analytics 2 weeks

    2. 2

      Launch

      Test cells only.

      Growth Marketing lead 1 week

    3. 3

      Hold out

      Control cells.

      Growth Marketing lead 2 months

    4. 4

      Measure

      Starts and fundings.

      Senior Analyst, Marketing Analytics 2 months

    5. 5

      Decide

      Spend for next states.

      Growth Marketing lead 1 week

    6. 6

      Repeat

      Each launch.

      Senior Analyst, Marketing Analytics per launch

    First result
    1 quarter
    Cost
    Within the media budget
    Owner
    Senior Analyst, Marketing Analytics

    Smallest test

    Run one CTV test in two matched markets.

    Why it works

    Split comparable markets in the new states into test and holdout groups for CTV and paid social, measure prequalifications and funded deals per household, and use the result to set spend for the next states.

    A clean incrementality read on CTV stops spend that only claims credit for organic demand.

    Risks and how to handle them

    • Small volumes

      Run long enough for a usable read.

    Evidence

    • Your websitePoint news (October 2026): Point funded its 30,000th homeowner and passed $3 billion in Home Equity Investments; it expanded to Kentucky, Nebraska, Iowa, Kansas and Mississippi and is in 31 states and DC; "Every HEI includes an annualized cost cap"; a third-party origination channel lets "mortgage professionals to broker Point's Home Equity Investments"; a $508.6 million securitization earlier in the year.Source
    • HiringSenior Analyst, Marketing Analytics (Growth Marketing, posted August 28, 2026): measurement across "SEM, Paid Social, Display, and CTV"; dashboards in Sigma; SQL and dbt models; "Configure and QA pixels in Google Tag Manager, manage conversion uploads via Hightouch"; "A/B tests and geo-experiments"; and "attribution, incrementality, and forecasting".Source
  • 08

    Point is in 31 states and DC, offers the HELOC in eight, and holds mortgage licences for the HEI in nine. The sitemap has no state pages, while homeowners search "home equity investment in [state]".

    High impactMedium effort First result in 1 quarter Content lead

    First action

    Draft the template for California.

    How to measure it

    State-page organic visits

    Now
    –
    Target
    10,000 a month
    By
    2 quarters

    Steps

    1. 1

      Template

      Products, licensing, data.

      Content lead 2 weeks

    2. 2

      Compliance

      Template and disclosures.

      Compliance review 2 weeks

    3. 3

      Build

      Webflow collection.

      Engineering Manager 2 weeks

    4. 4

      Publish

      All states.

      Content lead 1 month

    5. 5

      Link

      From sales emails.

      Director, Sales ongoing

    6. 6

      Measure

      Visits and starts.

      Senior Analyst, Marketing Analytics monthly

    First result
    1 quarter
    Cost
    Writing time
    Owner
    Content lead

    Smallest test

    Publish five state pages and compare.

    Why it works

    Publish one page per state: products available, licensing note from the disclosures, typical home-value trends from public data, local testimonials with consent, and the address entry. Compliance reviews the template once and each state's disclosures.

    State pages match local search intent and give the sales team a link per region.

    Risks and how to handle them

    • Thin duplicate pages

      Give each state real local data.

    Evidence

    • Your websitePoint news (October 2026): Point funded its 30,000th homeowner and passed $3 billion in Home Equity Investments; it expanded to Kentucky, Nebraska, Iowa, Kansas and Mississippi and is in 31 states and DC; "Every HEI includes an annualized cost cap"; a third-party origination channel lets "mortgage professionals to broker Point's Home Equity Investments"; a $508.6 million securitization earlier in the year.Source
    • Your websiteHELOC page: "HELOC's are available in: CA, CO, CT, GA, IL, MD, NC, and WA", while the HEI is available in most US states; HELOC disclosures say the full amount is drawn at origination and "Available initial APRs range from 6.50% to 15.25%".Source
    • Your websiteFooter disclosure: the HEI carries "up to a 3.9% processing fee (subject to a $1,000 minimum)" and third-party closing costs, a 30-year term and a lien; "Point's HEI product is offered as a licensed mortgage product in Colorado, Connecticut, Georgia, Illinois, Maryland, North Carolina, Oregon, Washington, and Wisconsin"; NMLS #1610752.Source
    • Your websiteSitemap (807 URLs, checked October 22, 2026): 524 blog posts (one still titled "Arm Report 2024"), 68 review pages (newest January 2026), 50 /notice pages explaining why an application was declined, 25 /partner landing pages (comparison sites, debt-relief firms, a CPA and personal-finance creators), 10 tools, three comparison pages (Hometap, updated March 2026; Unlock and Splitero, July 2025) and no state pages. Paid landing pages under /start are noindexed, but /home-cash, /home-equity, /tv, /as-seen-on-tv and /get-prequalified are indexable near-copies of the HEI pitch.Source
  • 09

    Point launched a third-party origination channel this year so mortgage professionals can broker HEIs, and its brokers page promises a toolkit and deal visibility. Brokers often see homeowners who do not qualify for a refinance or HELOC.

    High impactMedium effort First result in 2 quarters Broker channel lead

    First action

    Interview five active brokers.

    How to measure it

    Broker fundings

    Now
    –
    Target
    +50%
    By
    2 quarters

    Steps

    1. 1

      Interview

      Five brokers.

      Broker channel lead 2 weeks

    2. 2

      Toolkit

      Calculator and explainer.

      Content lead 1 month

    3. 3

      Compliance

      Scripts and materials.

      Compliance review 2 weeks

    4. 4

      Training

      Monthly webinar.

      Broker channel lead monthly

    5. 5

      Track

      By broker.

      Senior Analyst, Marketing Analytics monthly

    6. 6

      Recognize

      Top partners.

      Broker channel lead quarterly

    First result
    2 quarters
    Cost
    Staff time only
    Owner
    Broker channel lead

    Smallest test

    Run one broker webinar.

    Why it works

    Give brokers a scenario calculator, co-branded explainer, compliance-approved scripts and a monthly training. Track submissions and fundings per broker and rank the top partners.

    Brokers bring warm, advised homeowners and lower acquisition cost.

    Risks and how to handle them

    • Brokers overpromise

      Approved materials only and spot checks.

    Evidence

    • Your websitePoint news (October 2026): Point funded its 30,000th homeowner and passed $3 billion in Home Equity Investments; it expanded to Kentucky, Nebraska, Iowa, Kansas and Mississippi and is in 31 states and DC; "Every HEI includes an annualized cost cap"; a third-party origination channel lets "mortgage professionals to broker Point's Home Equity Investments"; a $508.6 million securitization earlier in the year.Source
    • Your websiteOther products and programs: Point Bridge, "Get your mortgage back on track — fast"; SEED, "Get up to 15% toward your down payment", with a waitlist; refer-a-friend, "$100 gift card" for the referrer and the friend once the friend gets an HEI; a "For Brokers" page for mortgage professionals.Source
    • HiringDirector, Sales (posted October 9, 2026): lead a regional Account Management organization to "improve lead-to-funding conversion", drive "SLA adherence (speed-to-lead, lead engagement, follow-ups)", and support "state MLO licensing and SAFE exam requirements", alongside "a peer Director of Sales who leads the adjacent region".Source
  • 10

    The analytics role manages conversion uploads via Hightouch. Paid channels usually optimize on prequalifications, but only some become funded deals, which take weeks.

    High impactMedium effort First result in 1 quarter Senior Analyst

    First action

    Map which events reach each ad platform today.

    How to measure it

    Paid cost per funded deal

    Now
    –
    Target
    -15%
    By
    2 quarters

    Steps

    1. 1

      Map events

      By platform.

      Senior Analyst, Marketing Analytics 1 week

    2. 2

      Add uploads

      Funded and appraisal events.

      Senior Analyst, Marketing Analytics 2 weeks

    3. 3

      Privacy check

      What can be shared.

      Associate General Counsel, Servicing & Title 1 week

    4. 4

      Test bidding

      Two strategies.

      Growth Marketing lead 1 month

    5. 5

      Compare

      Cost per funded deal.

      Senior Analyst, Marketing Analytics 1 month

    6. 6

      Roll out

      Winners.

      Growth Marketing lead 1 week

    First result
    1 quarter
    Cost
    Within the media budget
    Owner
    Senior Analyst, Marketing Analytics

    Smallest test

    Upload funded events for one channel.

    Why it works

    Send funded and appraisal-ordered events back to ad platforms with values, compare bidding on prequalifications against bidding on later events, and keep the winner per channel.

    Algorithms find more homeowners who actually fund, which lowers cost per funded deal.

    Risks and how to handle them

    • Sharing sensitive data

      Send only hashed IDs and events allowed by policy.

    Evidence

    • HiringSenior Analyst, Marketing Analytics (Growth Marketing, posted August 28, 2026): measurement across "SEM, Paid Social, Display, and CTV"; dashboards in Sigma; SQL and dbt models; "Configure and QA pixels in Google Tag Manager, manage conversion uploads via Hightouch"; "A/B tests and geo-experiments"; and "attribution, incrementality, and forecasting".Source
    • HiringAccount Manager: "maximize conversion from marketing qualified lead to funding", manage "a large, warm pipeline" in Salesforce, "Run high-volume call blocks" and "tailor financing options". Sales Manager (Inside Sales, B2C): "strategies for call campaigns, including establishing call volume expectations, creating scripting, establishing SLAs".Source
  • 11

    Point publishes 50 notice pages explaining why an application did not qualify (insufficient equity, lien position, property type, and others). Point also has Point Bridge for homeowners behind on their mortgage, a SEED waitlist and partner pages.

    Medium impactMedium effort First result in 1 quarter Content lead

    First action

    Pick the five most-viewed notices.

    How to measure it

    Reapplications within 12 months

    Now
    –
    Target
    +10%
    By
    1 year

    Steps

    1. 1

      Rank notices

      By views.

      Senior Analyst, Marketing Analytics 2 days

    2. 2

      Write next steps

      Per reason.

      Content lead 2 weeks

    3. 3

      Compliance

      Every notice.

      Compliance review 2 weeks

    4. 4

      Publish

      Notice pages.

      Engineering Manager 1 week

    5. 5

      Reminder

      Opt-in follow-up email.

      Growth Marketing lead 1 month

    6. 6

      Measure

      Reapplications.

      Senior Analyst, Marketing Analytics quarterly

    First result
    1 quarter
    Cost
    Staff time only
    Owner
    Content lead

    Smallest test

    Rewrite the five most-viewed notices.

    Why it works

    Add a short, compliance-reviewed "what you can do next" section to each notice: what would change eligibility, when to reapply, and other Point products or approved partners where they truly fit. Never promise approval.

    Homeowners who can reapply later or fit another product stay in touch, and clear guidance reduces complaints.

    Risks and how to handle them

    • Adverse-action rules

      Keep required notice text unchanged; add guidance below it.

    Evidence

    • Your websiteSitemap (807 URLs, checked October 22, 2026): 524 blog posts (one still titled "Arm Report 2024"), 68 review pages (newest January 2026), 50 /notice pages explaining why an application was declined, 25 /partner landing pages (comparison sites, debt-relief firms, a CPA and personal-finance creators), 10 tools, three comparison pages (Hometap, updated March 2026; Unlock and Splitero, July 2025) and no state pages. Paid landing pages under /start are noindexed, but /home-cash, /home-equity, /tv, /as-seen-on-tv and /get-prequalified are indexable near-copies of the HEI pitch.Source
    • Your websiteOther products and programs: Point Bridge, "Get your mortgage back on track — fast"; SEED, "Get up to 15% toward your down payment", with a waitlist; refer-a-friend, "$100 gift card" for the referrer and the friend once the friend gets an HEI; a "For Brokers" page for mortgage professionals.Source
  • 12

    Account managers are asked to tailor financing options, and the Sales Manager writes call scripts. With two products in eight states, homeowners need help choosing, and the choice must be explained in compliant terms.

    High impactLow effort First result in 1 quarter Sales Manager

    First action

    Draft the guide with compliance.

    How to measure it

    Lead-to-funding in HELOC states

    Now
    –
    Target
    +10%
    By
    2 quarters

    Steps

    1. 1

      Draft guide

      Questions and outcomes.

      Sales Manager 1 week

    2. 2

      Compliance

      Wording.

      Compliance review 1 week

    3. 3

      Recap email

      Both offers and disclosures.

      Growth Marketing lead 1 week

    4. 4

      Train

      Call blocks.

      Sales Manager 1 week

    5. 5

      Review calls

      Weekly.

      Sales Manager weekly

    6. 6

      Measure

      Conversion by product.

      Senior Analyst, Marketing Analytics monthly

    First result
    1 quarter
    Cost
    Staff time only
    Owner
    Sales Manager

    Smallest test

    Pilot with one team.

    Why it works

    Build a short decision guide (cash-flow needs, credit, timeline, state) used on calls and a recap email showing both offers with disclosures. Train in call blocks and review calls weekly.

    Clear, consistent explanations raise conversion and reduce later complaints.

    Risks and how to handle them

    • Steering to higher-margin product

      Audit calls for balanced explanations.

    Evidence

    • HiringAccount Manager: "maximize conversion from marketing qualified lead to funding", manage "a large, warm pipeline" in Salesforce, "Run high-volume call blocks" and "tailor financing options". Sales Manager (Inside Sales, B2C): "strategies for call campaigns, including establishing call volume expectations, creating scripting, establishing SLAs".Source
    • Your websiteHELOC page: "HELOC's are available in: CA, CO, CT, GA, IL, MD, NC, and WA", while the HEI is available in most US states; HELOC disclosures say the full amount is drawn at origination and "Available initial APRs range from 6.50% to 15.25%".Source
    • HiringDirector, Sales (posted October 9, 2026): lead a regional Account Management organization to "improve lead-to-funding conversion", drive "SLA adherence (speed-to-lead, lead engagement, follow-ups)", and support "state MLO licensing and SAFE exam requirements", alongside "a peer Director of Sales who leads the adjacent region".Source
  • 13

    Point has a 4.7 Trustpilot rating from over 6,000 reviewers and 68 review pages on its site, the newest from January 2026. HEIs last up to 30 years, so the most persuasive reviews come from homeowners who settled.

    Medium impactLow effort First result in 1 quarter Content lead

    First action

    Email settled customers for reviews.

    How to measure it

    New reviews a month

    Now
    –
    Target
    +30%
    By
    2 quarters

    Steps

    1. 1

      Set triggers

      Funding and settlement.

      Growth Marketing lead 1 week

    2. 2

      Consent

      Use on site.

      Associate General Counsel, Servicing & Title 1 week

    3. 3

      Publish

      Monthly.

      Content lead monthly

    4. 4

      Tag

      Product and use.

      Content lead monthly

    5. 5

      Reply

      To every review.

      Servicing Operations Coordinator II ongoing

    6. 6

      Measure

      Volume and rating.

      Senior Analyst, Marketing Analytics monthly

    First result
    1 quarter
    Cost
    Staff time only
    Owner
    Content lead

    Smallest test

    Ask 100 settled customers.

    Why it works

    Ask for a review after funding and again after settlement, publish recent reviews on the site monthly (with consent), and tag them by product and use (debt, renovation, retirement).

    Fresh, specific reviews reassure cautious homeowners, and settlement stories answer the biggest worry about cost at exit.

    Risks and how to handle them

    • Selective publishing

      Show reviews as they come, not only the best.

    Evidence

    • Your websiteSitemap (807 URLs, checked October 22, 2026): 524 blog posts (one still titled "Arm Report 2024"), 68 review pages (newest January 2026), 50 /notice pages explaining why an application was declined, 25 /partner landing pages (comparison sites, debt-relief firms, a CPA and personal-finance creators), 10 tools, three comparison pages (Hometap, updated March 2026; Unlock and Splitero, July 2025) and no state pages. Paid landing pages under /start are noindexed, but /home-cash, /home-equity, /tv, /as-seen-on-tv and /get-prequalified are indexable near-copies of the HEI pitch.Source
    • Your websiteHomepage: HEI "Get up to $600k from your home equity with no monthly payments"; HELOC "Get cash fast with a low monthly payment", "as soon as 5 days", up to $750k; "Enter address to view offers side-by-side"; "See how Point has helped over 30,000 homeowners"; Trustpilot 4.7.Source
    • Your website/or/home-equity-line-of-credit (sitemap date May 19, 2025) is titled "HELOC or Home Equity Investment (HEI) — Which is better?" with the H1 "Try the HELOC alternative with no monthly payments". Its table lists a HELOC as "Expensive monthly payment", "Full income verification required" and "Need great FICO to qualify", and the body offers only the HEI, citing "more than 30,000 happy homeowners" and "4.7 stars from over 6,000 reviewers on Trustpilot". The sibling pages for home equity loans, cash-out refinance, reverse mortgages and personal loans also date from May 2025.Source
  • 14

    Point runs 25 partner landing pages: comparison sites, debt-relief firms, a CPA and personal-finance creators. Without funded-deal data per partner, the program is managed on clicks.

    Medium impactMedium effort First result in 1 quarter Partnerships lead

    First action

    Pull fundings by partner for the last two quarters.

    How to measure it

    Partner cost per funded deal

    Now
    –
    Target
    -20%
    By
    2 quarters

    Steps

    1. 1

      Pull data

      By partner.

      Senior Analyst, Marketing Analytics 1 week

    2. 2

      Score

      Fundings and complaints.

      Partnerships lead 1 week

    3. 3

      Review copy

      Partner descriptions.

      Compliance review 2 weeks

    4. 4

      Renegotiate

      Weak partners.

      Partnerships lead 1 month

    5. 5

      Retire

      Pages with no fundings.

      Engineering Manager 1 week

    6. 6

      Report

      Quarterly.

      Partnerships lead quarterly

    First result
    1 quarter
    Cost
    Staff time only
    Owner
    Partnerships lead

    Smallest test

    Score the top ten partners.

    Why it works

    Report starts, fundings and complaints per partner page, renegotiate or retire the weak ones, and add a compliance check on how each partner describes Point.

    Partner spend moves to the sources that fund, and partner copy stays accurate.

    Risks and how to handle them

    • Partners expect pages to stay

      Give notice and a performance target.

    Evidence

    • Your websiteSitemap (807 URLs, checked October 22, 2026): 524 blog posts (one still titled "Arm Report 2024"), 68 review pages (newest January 2026), 50 /notice pages explaining why an application was declined, 25 /partner landing pages (comparison sites, debt-relief firms, a CPA and personal-finance creators), 10 tools, three comparison pages (Hometap, updated March 2026; Unlock and Splitero, July 2025) and no state pages. Paid landing pages under /start are noindexed, but /home-cash, /home-equity, /tv, /as-seen-on-tv and /get-prequalified are indexable near-copies of the HEI pitch.Source
    • HiringSenior Analyst, Marketing Analytics (Growth Marketing, posted August 28, 2026): measurement across "SEM, Paid Social, Display, and CTV"; dashboards in Sigma; SQL and dbt models; "Configure and QA pixels in Google Tag Manager, manage conversion uploads via Hightouch"; "A/B tests and geo-experiments"; and "attribution, incrementality, and forecasting".Source
  • 15

    Point's blog has 524 posts, many general (septic costs, lawyers, real estate for beginners), while its ten tools and calculators answer high-intent questions. Dated titles such as "Arm Report 2024" remain.

    Medium impactMedium effort First result in 2 quarters Content lead

    First action

    Export posts with traffic and starts.

    How to measure it

    Prequalifications from the blog

    Now
    –
    Target
    +20%
    By
    2 quarters

    Steps

    1. 1

      Audit

      Traffic and starts.

      Senior Analyst, Marketing Analytics 1 week

    2. 2

      Decide

      Keep, merge, retire.

      Content lead 2 weeks

    3. 3

      Update

      Top 50.

      Content lead 1 month

    4. 4

      Redirect

      Retired posts.

      Engineering Manager 1 week

    5. 5

      Expert review

      Financial topics.

      Compliance review ongoing

    6. 6

      Link tools

      Calculators.

      Content lead 2 weeks

    First result
    2 quarters
    Cost
    Writing time
    Owner
    Content lead

    Smallest test

    Merge ten thin posts.

    Why it works

    Audit posts by traffic and prequalifications; merge thin ones, update or retire dated posts, and link the best to the right calculator and to both product pages. Assign expert reviewers for financial topics.

    A smaller, current library earns more trust from search engines on money topics.

    Risks and how to handle them

    • Traffic loss

      Redirect to the closest page.

    Evidence

    • Your websiteSitemap (807 URLs, checked October 22, 2026): 524 blog posts (one still titled "Arm Report 2024"), 68 review pages (newest January 2026), 50 /notice pages explaining why an application was declined, 25 /partner landing pages (comparison sites, debt-relief firms, a CPA and personal-finance creators), 10 tools, three comparison pages (Hometap, updated March 2026; Unlock and Splitero, July 2025) and no state pages. Paid landing pages under /start are noindexed, but /home-cash, /home-equity, /tv, /as-seen-on-tv and /get-prequalified are indexable near-copies of the HEI pitch.Source
  • 16

    Every HEI includes an annualized cost cap, and the repayment depends on the home's future value. Homeowners worry most about what they will owe. Point has an offer calculator but the cost question is answered in footnotes.

    High impactMedium effort First result in 1 quarter Engineering Manager

    First action

    Draft three example scenarios with compliance.

    How to measure it

    Offer-to-application conversion

    Now
    –
    Target
    +10%
    By
    2 quarters

    Steps

    1. 1

      Method

      Scenarios and cap.

      Product team 2 weeks

    2. 2

      Compliance

      Method and wording.

      Compliance review 2 weeks

    3. 3

      Design

      Simple view.

      Product team 2 weeks

    4. 4

      Build

      In the offer flow.

      Engineering Manager 1 month

    5. 5

      Test

      A/B.

      Senior Analyst, Marketing Analytics 1 month

    6. 6

      Train sales

      Use on calls.

      Sales Manager 1 week

    First result
    1 quarter
    Cost
    Engineering time
    Owner
    Engineering Manager

    Smallest test

    Add a static example table to the HEI page.

    Why it works

    Add a scenario view to the offer flow: what repayment looks like if the home value falls, stays flat or rises, including fees and the cap, using the homeowner's offer terms. Compliance approves the method and wording.

    Transparent scenarios reduce drop-off at the offer stage and future complaints.

    Risks and how to handle them

    • Scenarios read as forecasts

      Label them as examples, not predictions.

    Evidence

    • Your websitePoint news (October 2026): Point funded its 30,000th homeowner and passed $3 billion in Home Equity Investments; it expanded to Kentucky, Nebraska, Iowa, Kansas and Mississippi and is in 31 states and DC; "Every HEI includes an annualized cost cap"; a third-party origination channel lets "mortgage professionals to broker Point's Home Equity Investments"; a $508.6 million securitization earlier in the year.Source
    • Your websiteFooter disclosure: the HEI carries "up to a 3.9% processing fee (subject to a $1,000 minimum)" and third-party closing costs, a 30-year term and a lien; "Point's HEI product is offered as a licensed mortgage product in Colorado, Connecticut, Georgia, Illinois, Maryland, North Carolina, Oregon, Washington, and Wisconsin"; NMLS #1610752.Source
    • Your websiteHomepage: HEI "Get up to $600k from your home equity with no monthly payments"; HELOC "Get cash fast with a low monthly payment", "as soon as 5 days", up to $750k; "Enter address to view offers side-by-side"; "See how Point has helped over 30,000 homeowners"; Trustpilot 4.7.Source

Big bets 3

Larger plays that can change the trajectory.

  • 17

    Point has served 30,000 homeowners on terms up to 30 years, and it is hiring servicing staff and counsel for servicing and title. Settlement (sale, refinance or buyback) is the moment homeowners need the most help.

    High impactHigh effort First result in 2 quarters Servicing Operations Coordina…

    First action

    Map the settlement journey with servicing.

    How to measure it

    Settlement satisfaction score

    Now
    –
    Target
    4.5 of 5
    By
    1 year

    Steps

    1. 1

      Map journey

      Sale, refinance, buyback.

      Servicing Operations Coordinator II 1 month

    2. 2

      Annual statement

      Value and options.

      Engineering Manager 1 quarter

    3. 3

      Specialists

      Settlement desk.

      Servicing Operations Coordinator II 1 quarter

    4. 4

      Legal review

      Statements and guidance.

      Associate General Counsel, Servicing & Title 1 month

    5. 5

      Offers at exit

      Where eligible.

      Director, Sales ongoing

    6. 6

      Measure

      Satisfaction and disputes.

      Senior Analyst, Marketing Analytics quarterly

    First result
    2 quarters
    Cost
    Servicing team time
    Owner
    Servicing Operations Coordinator II

    Smallest test

    Send a statement to one cohort.

    Why it works

    Give each homeowner an annual statement with an estimated home value, options for settling, and access to a specialist; when they plan to sell or refinance, offer guidance and, where eligible, Point's HELOC or partner options. Measure satisfaction at settlement.

    Good settlement experiences become reviews and referrals and lower dispute costs.

    Risks and how to handle them

    • Value estimates disputed

      Label them as estimates and explain the appraisal step.

    Evidence

    • Your websitePoint news (October 2026): Point funded its 30,000th homeowner and passed $3 billion in Home Equity Investments; it expanded to Kentucky, Nebraska, Iowa, Kansas and Mississippi and is in 31 states and DC; "Every HEI includes an annualized cost cap"; a third-party origination channel lets "mortgage professionals to broker Point's Home Equity Investments"; a $508.6 million securitization earlier in the year.Source
    • HiringThe "About Point" text in every job post: "over $175M raised from top investors like Andreessen Horowitz, WestCap, Greylock, and Prudential"; "a 4.7 Trustpilot rating and an A+ from the BBB, a testament to the value we provide to our 20,000+ customers"; remote-first across the US. Point is also hiring two Associate General Counsels (Litigation; Servicing & Title) and a Servicing Operations Coordinator.Source
    • Your websiteHELOC page: "HELOC's are available in: CA, CO, CT, GA, IL, MD, NC, and WA", while the HEI is available in most US states; HELOC disclosures say the full amount is drawn at origination and "Available initial APRs range from 6.50% to 15.25%".Source
  • 18

    Point's securitizations are the largest in the HEI asset class and draw institutional investors, and it has a research section. Homeowners and journalists rarely see plain-language data on how HEIs work out.

    High impactMedium effort First result in 3 quarters Content lead

    First action

    Pick five questions homeowners ask most.

    How to measure it

    Earned media mentions

    Now
    –
    Target
    50
    By
    1 year

    Steps

    1. 1

      Questions

      Five topics.

      Content lead 1 week

    2. 2

      Analysis

      Aggregated data.

      Senior Analyst, Marketing Analytics 2 months

    3. 3

      Review

      Compliance and legal.

      Compliance review 1 month

    4. 4

      Write

      Plain language.

      Content lead 1 month

    5. 5

      Launch

      Press and blog.

      Growth Marketing lead 1 month

    6. 6

      Repeat

      Yearly.

      Content lead 1 year

    First result
    3 quarters
    Cost
    Analyst time
    Owner
    Content lead

    Smallest test

    Publish one chart on settlement reasons.

    Why it works

    Publish a yearly report from aggregated, anonymized data: why homeowners use HEIs, how and when they settle, and outcomes against the cost cap. Have compliance and legal review it, and offer it to press.

    Credible data earns coverage and trust in a young category that critics scrutinize.

    Risks and how to handle them

    • Selective data

      Publish the method and full distribution.

    Evidence

    • News coveragePoint Securitization Trust 2026-2 ($508.6 million, July 2026) was described as the largest transaction in the home equity investment asset class, after a $374.8 million deal in February; Blue Owl committed $2.5 billion to Point in December 2025.Source
    • Your websitePoint news (October 2026): Point funded its 30,000th homeowner and passed $3 billion in Home Equity Investments; it expanded to Kentucky, Nebraska, Iowa, Kansas and Mississippi and is in 31 states and DC; "Every HEI includes an annualized cost cap"; a third-party origination channel lets "mortgage professionals to broker Point's Home Equity Investments"; a $508.6 million securitization earlier in the year.Source
    • Your websiteSitemap (807 URLs, checked October 22, 2026): 524 blog posts (one still titled "Arm Report 2024"), 68 review pages (newest January 2026), 50 /notice pages explaining why an application was declined, 25 /partner landing pages (comparison sites, debt-relief firms, a CPA and personal-finance creators), 10 tools, three comparison pages (Hometap, updated March 2026; Unlock and Splitero, July 2025) and no state pages. Paid landing pages under /start are noindexed, but /home-cash, /home-equity, /tv, /as-seen-on-tv and /get-prequalified are indexable near-copies of the HEI pitch.Source
  • 19

    Point's partner pages already include a CPA, and the consumer referral pays $100 gift cards. Professionals who advise homeowners on debt, retirement and estates meet equity-rich clients who need cash flow.

    High impactMedium effort First result in 2 quarters Partnerships lead

    First action

    Ask legal which fee structures are allowed by state.

    How to measure it

    Adviser referrals funded

    Now
    –
    Target
    200
    By
    1 year

    Steps

    1. 1

      Legal rules

      By state.

      Associate General Counsel, Servicing & Title 1 month

    2. 2

      Design

      Program and portal.

      Partnerships lead 1 month

    3. 3

      Recruit

      Advisers in three states.

      Partnerships lead 1 quarter

    4. 4

      Educate

      Monthly sessions.

      Partnerships lead monthly

    5. 5

      Track

      Fundings.

      Senior Analyst, Marketing Analytics monthly

    6. 6

      Expand

      More states.

      Partnerships lead 2 quarters

    First result
    2 quarters
    Cost
    Program costs
    Owner
    Partnerships lead

    Smallest test

    Sign five advisers.

    Why it works

    Build a compliant program for advisers: education, co-branded explainers, a referral portal and, where rules allow, fees. Start in three states with strong HEI demand.

    Advised homeowners make better-informed decisions and convert at higher rates.

    Risks and how to handle them

    • Conflicts of interest

      Disclose any fees to homeowners.

    Evidence

    • Your websiteSitemap (807 URLs, checked October 22, 2026): 524 blog posts (one still titled "Arm Report 2024"), 68 review pages (newest January 2026), 50 /notice pages explaining why an application was declined, 25 /partner landing pages (comparison sites, debt-relief firms, a CPA and personal-finance creators), 10 tools, three comparison pages (Hometap, updated March 2026; Unlock and Splitero, July 2025) and no state pages. Paid landing pages under /start are noindexed, but /home-cash, /home-equity, /tv, /as-seen-on-tv and /get-prequalified are indexable near-copies of the HEI pitch.Source
    • Your websiteOther products and programs: Point Bridge, "Get your mortgage back on track — fast"; SEED, "Get up to 15% toward your down payment", with a waitlist; refer-a-friend, "$100 gift card" for the referrer and the friend once the friend gets an HEI; a "For Brokers" page for mortgage professionals.Source
    • Your websitePoint news (October 2026): Point funded its 30,000th homeowner and passed $3 billion in Home Equity Investments; it expanded to Kentucky, Nebraska, Iowa, Kansas and Mississippi and is in 31 states and DC; "Every HEI includes an annualized cost cap"; a third-party origination channel lets "mortgage professionals to broker Point's Home Equity Investments"; a $508.6 million securitization earlier in the year.Source

Wildcards 2

Unexpected experiments, each with a cheap way to test it.

  • 20

    SEED offers up to 15% toward a down payment and has a waitlist. First-time buyers search for down payment help long before they buy.

    Medium impactLow effort First result in 1 quarter Growth Marketing lead

    First action

    Count the current waitlist by state.

    How to measure it

    SEED waitlist sign-ups

    Now
    –
    Target
    +100%
    By
    2 quarters

    Steps

    1. 1

      Count list

      By state.

      Senior Analyst, Marketing Analytics 1 day

    2. 2

      Guide

      Down payment help.

      Content lead 1 month

    3. 3

      Compliance

      Claims.

      Compliance review 2 weeks

    4. 4

      Partners

      Buyer educators.

      Partnerships lead 1 quarter

    5. 5

      Nurture

      Monthly email.

      Growth Marketing lead monthly

    6. 6

      Plan launch

      States by demand.

      Growth Marketing lead 1 quarter

    First result
    1 quarter
    Cost
    Content time
    Owner
    Growth Marketing lead

    Smallest test

    Publish the guide.

    Why it works

    Publish a down-payment guide and calculator, partner with first-time-buyer educators, and keep the waitlist warm with monthly updates. Use the list to plan the launch states.

    A waitlist built on useful content reduces launch acquisition costs.

    Risks and how to handle them

    • Promising too early

      Say clearly it is a waitlist.

    Evidence

    • Your websiteOther products and programs: Point Bridge, "Get your mortgage back on track — fast"; SEED, "Get up to 15% toward your down payment", with a waitlist; refer-a-friend, "$100 gift card" for the referrer and the friend once the friend gets an HEI; a "For Brokers" page for mortgage professionals.Source
    • Your websiteSitemap (807 URLs, checked October 22, 2026): 524 blog posts (one still titled "Arm Report 2024"), 68 review pages (newest January 2026), 50 /notice pages explaining why an application was declined, 25 /partner landing pages (comparison sites, debt-relief firms, a CPA and personal-finance creators), 10 tools, three comparison pages (Hometap, updated March 2026; Unlock and Splitero, July 2025) and no state pages. Paid landing pages under /start are noindexed, but /home-cash, /home-equity, /tv, /as-seen-on-tv and /get-prequalified are indexable near-copies of the HEI pitch.Source
  • 21

    Point Bridge helps homeowners get their mortgage back on track, and Point already guides some applicants to counseling certificates. Homeowners in arrears often go to housing counselors first.

    Medium impactMedium effort First result in 2 quarters Partnerships lead

    First action

    List counseling agencies in three states.

    How to measure it

    Bridge applications via counselors

    Now
    –
    Target
    100
    By
    2 quarters

    Steps

    1. 1

      List agencies

      Three states.

      Partnerships lead 2 weeks

    2. 2

      Materials

      Costs and alternatives.

      Content lead 2 weeks

    3. 3

      Legal review

      Rules for referrals.

      Associate General Counsel, Servicing & Title 2 weeks

    4. 4

      Brief

      Agencies.

      Partnerships lead 1 month

    5. 5

      Track

      Applications.

      Senior Analyst, Marketing Analytics monthly

    6. 6

      Review

      Outcomes.

      Partnerships lead quarterly

    First result
    2 quarters
    Cost
    Staff time only
    Owner
    Partnerships lead

    Smallest test

    Brief one agency.

    Why it works

    Brief HUD-approved counseling agencies on Point Bridge, with plain explanations of costs and alternatives, and accept referrals only where the counselor judges it fits. Never market to distressed homeowners with pressure tactics.

    Counselors are trusted, and a responsible referral path reaches homeowners who need the product.

    Risks and how to handle them

    • Reputational risk with distressed homeowners

      Counselor-led referrals only.

    Evidence

    • Your websiteOther products and programs: Point Bridge, "Get your mortgage back on track — fast"; SEED, "Get up to 15% toward your down payment", with a waitlist; refer-a-friend, "$100 gift card" for the referrer and the friend once the friend gets an HEI; a "For Brokers" page for mortgage professionals.Source
    • Your websiteSitemap (807 URLs, checked October 22, 2026): 524 blog posts (one still titled "Arm Report 2024"), 68 review pages (newest January 2026), 50 /notice pages explaining why an application was declined, 25 /partner landing pages (comparison sites, debt-relief firms, a CPA and personal-finance creators), 10 tools, three comparison pages (Hometap, updated March 2026; Unlock and Splitero, July 2025) and no state pages. Paid landing pages under /start are noindexed, but /home-cash, /home-equity, /tv, /as-seen-on-tv and /get-prequalified are indexable near-copies of the HEI pitch.Source
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See every playbook and website review

Independent research. Programmable wrote this playbook from public sources, as they stood on October 23, 2026, and cites them throughout. Point did not commission, review or endorse it, and Programmable is not affiliated with Point. Company and product names are trademarks of their owners, used only to identify them. The ideas are suggestions and opinion, not professional, legal or financial advice, and not statements about how Point runs its business.

Something wrong, or do you represent Point? Email [email protected] and we will correct it or take it down.

30/60/90 roadmap

What to focus on in each month, and the ideas that carry it.

  1. Days 1 to 306 ideas

    Fix the HELOC comparison page, align public numbers, speed-to-lead dashboard, landing-page indexing, comparison refresh and the tag audit.

  2. Days 31 to 6010 ideas

    Geo-experiments in the new states, state pages, broker toolkit, funded-deal optimization, decline next steps, the HEI-or-HELOC script, reviews, partner scoring, blog pruning and repayment scenarios.

  3. Days 61 to 905 ideas

    Commit to settlement planning, HEI research and the adviser network; start the SEED waitlist content and the counselor channel for Point Bridge.

The research behind the plan

3 research areas, each summarised in a few lines. Open any of them for the full detail.

Customers

What customers say

Customers value no monthly payments with the HEI. The most cited problem: high-interest debt.

  • Easier qualification than bank loans
  • Not qualifying for bank loans
  • In their words: “no monthly payments”

Market

Competitive landscape

3 competitors compared: Hometap, Unlock and Figure.

  • Gap to exploit: Clear two-product comparisons for homeowners
  • Hometap: Single product
  • Unlock: Smaller footprint

Hiring signals

Point is hiring to convert more of the demand it already buys: a Director of Sales for lead-to-funding conversion and speed-to-lead (ideas 3, 12), sales managers who write call scripts and account managers who tailor…

  • Senior Analyst, Marketing Analytics: Paid media measurement, GTM, Hightouch, geo-experiments. Ideas 3, 6, 7, 10.
  • Director, Sales: Lead-to-funding conversion and speed-to-lead SLAs. Idea 3.
  • Sales Manager: Call campaigns, scripts and SLAs. Idea 12.

From the team that wrote this playbook

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