Trovy growth playbook

Mail three segments in two states (high equity with high card balances, high equity planning renovations, and a control), each with a personal QR code to the soft-pull rate check, and read cost per funded line by segment after six weeks.

Direct mail reaches homeowners by their equity position, which ads cannot target, and the rate check removes the fear of a credit hit. A small, measured test sets the budget for the channel the growth hire owns.

Headline: Your home's equity can pay down your cards

Body: Homeowners use the Trovy HELOC to move high-interest card balances to a home equity line, then use the Trovy card for everyday spending. Checking your rate takes about 2 minutes and does not affect your credit score.

CTA: Scan to check your rate: {personal QR}

Required: the full Regulation Z home-equity disclosures for any rate or payment shown, NMLS ID, Equal Housing Lender.

• Advertising a rate or payment triggers required disclosures

  Compliance signs off each version against Regulation Z 1026.16 before printing.

• Prescreened lists carry FCRA duties

  Counsel decides the offer type before the list is pulled.

• HiringSenior Director of Growth: own Meta and Google; manage the affiliate program with "compliance guardrails"; "Design and execute targeted homeowner direct mail campaigns" segmented "by equity position, geography, credit profile"; build SEO and AI-search visibility for homeowners researching HELOCs; described as "the path to Head of Marketing".Source
• Your websiteHomepage: "Your home's equity, in your wallet" / "The HELOC you can use everywhere"; lines of $10,000 to $250,000 with a HELOC credit card issued by Cross River Bank on Mastercard; initial variable APRs 6.49% to 15.24% for card purchases and 6.49% to 15.74% for fixed-rate draws (including a 0.25% autopay discount; representative example 9.39% at 60% CLTV and a 740 score); a 2-minute rate check with no credit impact; apply in as little as 4 minutes and fund in as few as 4 days; the card is available in 27 states; a "50%+" interest savings claim is described as illustrative; press logos from CNBC Select, Kiplinger and NerdWallet; NMLS #2676733.Source
• HiringVP, Marketing: "Own the full acquisition mix, paid, affiliate, direct mail, organic/SEO, and lifecycle" across Meta, TikTok and Google, plus B2B2C partnerships and PR; "growing acquisition volume while holding or improving CAC"; lifecycle for activation, card usage, draws, retention and referrals; incrementality testing; build a faster ad review process with legal and compliance; reports to the Co-Founder & COO.Source
• Search resultsRegulation Z section 1026.16(d) sets the disclosures a home-equity plan advertisement must carry when it states certain terms, such as payment terms or a rate.Source

With counsel, write a library of approved claims, rate statements with their required disclosures, and banned phrases, and settle the "50%+ savings" claim the homepage calls illustrative.

In consumer lending, review time limits creative testing. Pre-approved blocks let the team test far more ads per month without adding risk.

• Rules change

  Counsel reviews the library every quarter.

• HiringVP, Marketing: "Own the full acquisition mix, paid, affiliate, direct mail, organic/SEO, and lifecycle" across Meta, TikTok and Google, plus B2B2C partnerships and PR; "growing acquisition volume while holding or improving CAC"; lifecycle for activation, card usage, draws, retention and referrals; incrementality testing; build a faster ad review process with legal and compliance; reports to the Co-Founder & COO.Source
• Your websiteHomepage: "Your home's equity, in your wallet" / "The HELOC you can use everywhere"; lines of $10,000 to $250,000 with a HELOC credit card issued by Cross River Bank on Mastercard; initial variable APRs 6.49% to 15.24% for card purchases and 6.49% to 15.74% for fixed-rate draws (including a 0.25% autopay discount; representative example 9.39% at 60% CLTV and a 740 score); a 2-minute rate check with no credit impact; apply in as little as 4 minutes and fund in as few as 4 days; the card is available in 27 states; a "50%+" interest savings claim is described as illustrative; press logos from CNBC Select, Kiplinger and NerdWallet; NMLS #2676733.Source
• HiringSenior Regulatory & Product Counsel: primary resource on TILA/Regulation Z, RESPA, ECOA, FCRA, HMDA and HOEPA; state lending law "across a 26-state licensing footprint"; reviews consumer disclosures and supports go-to-market for new products.Source
• Search resultsRegulation Z section 1026.16(d) sets the disclosures a home-equity plan advertisement must carry when it states certain terms, such as payment terms or a rate.Source

Audit where Trovy appears on the main HELOC rate tables and best-HELOC lists, apply to the ones it is missing from, and supply each with current rates, terms and disclosures.

Rate-table traffic is high intent and paid per result, so it can hold CAC while adding volume, the VP's stated goal.

• Stale rates on partner pages

  Feed rates automatically or review weekly.

• Referral-fee limits

  Structure pay within RESPA Section 8 guardrails as the role requires.

• HiringDirector of Affiliate Marketing & Partnerships: affiliate networks, "rate tables, and review sites", comparison, cashback and publisher partners, all "within RESPA Section 8 and other applicable referral-fee guardrails"; direct partnerships with real estate brokerages, home improvement companies and contractors; "embedded-offer programs that introduce Trovy's product at the moment of homeowner need".Source
• Your websiteHomepage: "Your home's equity, in your wallet" / "The HELOC you can use everywhere"; lines of $10,000 to $250,000 with a HELOC credit card issued by Cross River Bank on Mastercard; initial variable APRs 6.49% to 15.24% for card purchases and 6.49% to 15.74% for fixed-rate draws (including a 0.25% autopay discount; representative example 9.39% at 60% CLTV and a 740 score); a 2-minute rate check with no credit impact; apply in as little as 4 minutes and fund in as few as 4 days; the card is available in 27 states; a "50%+" interest savings claim is described as illustrative; press logos from CNBC Select, Kiplinger and NerdWallet; NMLS #2676733.Source
• HiringVP, Marketing: "Own the full acquisition mix, paid, affiliate, direct mail, organic/SEO, and lifecycle" across Meta, TikTok and Google, plus B2B2C partnerships and PR; "growing acquisition volume while holding or improving CAC"; lifecycle for activation, card usage, draws, retention and referrals; incrementality testing; build a faster ad review process with legal and compliance; reports to the Co-Founder & COO.Source

Watch 100 recordings of abandoned applications, map where and why people stop (income questions, property details, identity checks), and ship fixes for the top three.

Every point of application completion lowers CAC across every channel at once, and the data is already being collected.

• Recordings capture personal data

  Mask fields and follow the privacy policy.

• HiringProduct & Brand Designer: improve "conversion across our HELOC application flow" using session recordings and funnel data; keep the brand consistent "from the first ad a customer sees to the card in their mailbox" across Meta, Google and TikTok ads.Source
• Your websiteHomepage: "Your home's equity, in your wallet" / "The HELOC you can use everywhere"; lines of $10,000 to $250,000 with a HELOC credit card issued by Cross River Bank on Mastercard; initial variable APRs 6.49% to 15.24% for card purchases and 6.49% to 15.74% for fixed-rate draws (including a 0.25% autopay discount; representative example 9.39% at 60% CLTV and a 740 score); a 2-minute rate check with no credit impact; apply in as little as 4 minutes and fund in as few as 4 days; the card is available in 27 states; a "50%+" interest savings claim is described as illustrative; press logos from CNBC Select, Kiplinger and NerdWallet; NMLS #2676733.Source
• programmable.infoSite scan: 99 URLs, 37 insights posts (including one on Florida insurance costs), 4 use-case pages (emergency fund, renovation, major purchases, debt consolidation); YouTube has 17 videos with about 112,000 views but 7 subscribers; a TikTok account exists; Hotjar is installed; security headers grade F.Source

Run small search campaigns on competitor and "HELOC card" terms that land on the comparison pages, with the key differences above the fold.

Competitor searchers have the highest intent in the category, and the pages exist; this is a test of the CAC the VP has to hold.

• Trademark limits in ad copy

  Use competitor names only where ad policies allow; keep claims factual.

• Your websiteComparison pages exist for Aven, Figure, banks and fixed vs variable. Trovy vs Aven (reviewed September 1, 2026): a 5-year draw period renewable to 20 years vs Aven's 1 year; no upfront draw on lines of $100,000 or less vs a higher Aven rate under an 80% draw; 2% back on home purchases, 1% on other purchases and up to $200 a year in home service credits vs Aven's 2% on everything; Trovy lets borrowers lock a lower variable rate if rates drop.Source
• HiringSenior Director of Growth: own Meta and Google; manage the affiliate program with "compliance guardrails"; "Design and execute targeted homeowner direct mail campaigns" segmented "by equity position, geography, credit profile"; build SEO and AI-search visibility for homeowners researching HELOCs; described as "the path to Head of Marketing".Source
• HiringVP, Marketing: "Own the full acquisition mix, paid, affiliate, direct mail, organic/SEO, and lifecycle" across Meta, TikTok and Google, plus B2B2C partnerships and PR; "growing acquisition volume while holding or improving CAC"; lifecycle for activation, card usage, draws, retention and referrals; incrementality testing; build a faster ad review process with legal and compliance; reports to the Co-Founder & COO.Source

Sign five regional contractors and one home-improvement platform to show a "check your rate" link with the quote, with co-branded materials and a compliant partner agreement.

Homeowners who just received a renovation quote are actively looking for financing; partners close more jobs and Trovy gets applicants with a purpose and a budget.

• Partners steering customers

  Partners present Trovy as one option; no pressure tactics; counsel approves the script.

• HiringDirector of Affiliate Marketing & Partnerships: affiliate networks, "rate tables, and review sites", comparison, cashback and publisher partners, all "within RESPA Section 8 and other applicable referral-fee guardrails"; direct partnerships with real estate brokerages, home improvement companies and contractors; "embedded-offer programs that introduce Trovy's product at the moment of homeowner need".Source
• Your websiteComparison pages exist for Aven, Figure, banks and fixed vs variable. Trovy vs Aven (reviewed September 1, 2026): a 5-year draw period renewable to 20 years vs Aven's 1 year; no upfront draw on lines of $100,000 or less vs a higher Aven rate under an 80% draw; 2% back on home purchases, 1% on other purchases and up to $200 a year in home service credits vs Aven's 2% on everything; Trovy lets borrowers lock a lower variable rate if rates drop.Source
• Your websiteHomepage: "Your home's equity, in your wallet" / "The HELOC you can use everywhere"; lines of $10,000 to $250,000 with a HELOC credit card issued by Cross River Bank on Mastercard; initial variable APRs 6.49% to 15.24% for card purchases and 6.49% to 15.74% for fixed-rate draws (including a 0.25% autopay discount; representative example 9.39% at 60% CLTV and a 740 score); a 2-minute rate check with no credit impact; apply in as little as 4 minutes and fund in as few as 4 days; the card is available in 27 states; a "50%+" interest savings claim is described as illustrative; press logos from CNBC Select, Kiplinger and NerdWallet; NMLS #2676733.Source

A co-branded "home equity check-up" email and page agents can send their past clients: estimated equity, ways homeowners use it, and a no-credit-impact rate check, with Trovy paying nothing per referral.

Agents want reasons to stay in touch; past clients trust their agent; and the structure keeps Trovy inside referral-fee rules.

• RESPA Section 8 exposure

  No payment or anything of value for referrals; counsel approves every agent program.

• HiringDirector of Affiliate Marketing & Partnerships: affiliate networks, "rate tables, and review sites", comparison, cashback and publisher partners, all "within RESPA Section 8 and other applicable referral-fee guardrails"; direct partnerships with real estate brokerages, home improvement companies and contractors; "embedded-offer programs that introduce Trovy's product at the moment of homeowner need".Source
• HiringSenior Regulatory & Product Counsel: primary resource on TILA/Regulation Z, RESPA, ECOA, FCRA, HMDA and HOEPA; state lending law "across a 26-state licensing footprint"; reviews consumer disclosures and supports go-to-market for new products.Source
• Your websiteHomepage: "Your home's equity, in your wallet" / "The HELOC you can use everywhere"; lines of $10,000 to $250,000 with a HELOC credit card issued by Cross River Bank on Mastercard; initial variable APRs 6.49% to 15.24% for card purchases and 6.49% to 15.74% for fixed-rate draws (including a 0.25% autopay discount; representative example 9.39% at 60% CLTV and a 740 score); a 2-minute rate check with no credit impact; apply in as little as 4 minutes and fund in as few as 4 days; the card is available in 27 states; a "50%+" interest savings claim is described as illustrative; press logos from CNBC Select, Kiplinger and NerdWallet; NMLS #2676733.Source

One page per card state: how HELOCs work there, typical fees (Trovy's recording-tax and notary disclosures already vary by state), Trovy availability, and an FAQ.

State-level searches carry intent and are under-served by national lenders; the pages answer the questions AI assistants are asked.

• State facts go stale

  Date every page and review quarterly.

• HiringSenior Director of Growth: own Meta and Google; manage the affiliate program with "compliance guardrails"; "Design and execute targeted homeowner direct mail campaigns" segmented "by equity position, geography, credit profile"; build SEO and AI-search visibility for homeowners researching HELOCs; described as "the path to Head of Marketing".Source
• Your websiteHomepage: "Your home's equity, in your wallet" / "The HELOC you can use everywhere"; lines of $10,000 to $250,000 with a HELOC credit card issued by Cross River Bank on Mastercard; initial variable APRs 6.49% to 15.24% for card purchases and 6.49% to 15.74% for fixed-rate draws (including a 0.25% autopay discount; representative example 9.39% at 60% CLTV and a 740 score); a 2-minute rate check with no credit impact; apply in as little as 4 minutes and fund in as few as 4 days; the card is available in 27 states; a "50%+" interest savings claim is described as illustrative; press logos from CNBC Select, Kiplinger and NerdWallet; NMLS #2676733.Source
• programmable.infoSite scan: 99 URLs, 37 insights posts (including one on Florida insurance costs), 4 use-case pages (emergency fund, renovation, major purchases, debt consolidation); YouTube has 17 videos with about 112,000 views but 7 subscribers; a TikTok account exists; Hotjar is installed; security headers grade F.Source
• HiringSenior Regulatory & Product Counsel: primary resource on TILA/Regulation Z, RESPA, ECOA, FCRA, HMDA and HOEPA; state lending law "across a 26-state licensing footprint"; reviews consumer disclosures and supports go-to-market for new products.Source

Lifecycle emails and app prompts from approval to day 30: card arrival, activation, first home purchase (2% back), the $200 home service credit, and a draw for consolidation where it fits the borrower.

Usage is where revenue comes from; a defined first-30-days path raises it for every channel's customers at once.

• Encouraging debt

  Focus on planned uses and consolidation, never on spending more.

• HiringVP, Marketing: "Own the full acquisition mix, paid, affiliate, direct mail, organic/SEO, and lifecycle" across Meta, TikTok and Google, plus B2B2C partnerships and PR; "growing acquisition volume while holding or improving CAC"; lifecycle for activation, card usage, draws, retention and referrals; incrementality testing; build a faster ad review process with legal and compliance; reports to the Co-Founder & COO.Source
• Your websiteComparison pages exist for Aven, Figure, banks and fixed vs variable. Trovy vs Aven (reviewed September 1, 2026): a 5-year draw period renewable to 20 years vs Aven's 1 year; no upfront draw on lines of $100,000 or less vs a higher Aven rate under an 80% draw; 2% back on home purchases, 1% on other purchases and up to $200 a year in home service credits vs Aven's 2% on everything; Trovy lets borrowers lock a lower variable rate if rates drop.Source
• Your websiteHomepage: "Your home's equity, in your wallet" / "The HELOC you can use everywhere"; lines of $10,000 to $250,000 with a HELOC credit card issued by Cross River Bank on Mastercard; initial variable APRs 6.49% to 15.24% for card purchases and 6.49% to 15.74% for fixed-rate draws (including a 0.25% autopay discount; representative example 9.39% at 60% CLTV and a 740 score); a 2-minute rate check with no credit impact; apply in as little as 4 minutes and fund in as few as 4 days; the card is available in 27 states; a "50%+" interest savings claim is described as illustrative; press logos from CNBC Select, Kiplinger and NerdWallet; NMLS #2676733.Source

Run region holdouts for each paid channel in turn and measure funded lines, not platform conversions; shift budget on the results.

It tells the team which spend creates new borrowers, the base for every budget decision this year.

• Small samples

  Run longer or larger regions before deciding.

• HiringVP, Marketing: "Own the full acquisition mix, paid, affiliate, direct mail, organic/SEO, and lifecycle" across Meta, TikTok and Google, plus B2B2C partnerships and PR; "growing acquisition volume while holding or improving CAC"; lifecycle for activation, card usage, draws, retention and referrals; incrementality testing; build a faster ad review process with legal and compliance; reports to the Co-Founder & COO.Source
• HiringSenior Director of Growth: own Meta and Google; manage the affiliate program with "compliance guardrails"; "Design and execute targeted homeowner direct mail campaigns" segmented "by equity position, geography, credit profile"; build SEO and AI-search visibility for homeowners researching HELOCs; described as "the path to Head of Marketing".Source
• HiringProduct & Brand Designer: improve "conversion across our HELOC application flow" using session recordings and funnel data; keep the brand consistent "from the first ad a customer sees to the card in their mailbox" across Meta, Google and TikTok ads.Source

Send an alert when a borrower's line could lock a lower rate, with one tap to do it, and tell the story in acquisition ads once it has real numbers.

It strengthens retention and draws, and gives marketing a proof point competitors cannot copy easily.

• Revenue loss from lower rates

  Model it; retention and draws should outweigh it.

• Your websiteComparison pages exist for Aven, Figure, banks and fixed vs variable. Trovy vs Aven (reviewed September 1, 2026): a 5-year draw period renewable to 20 years vs Aven's 1 year; no upfront draw on lines of $100,000 or less vs a higher Aven rate under an 80% draw; 2% back on home purchases, 1% on other purchases and up to $200 a year in home service credits vs Aven's 2% on everything; Trovy lets borrowers lock a lower variable rate if rates drop.Source
• HiringVP, Marketing: "Own the full acquisition mix, paid, affiliate, direct mail, organic/SEO, and lifecycle" across Meta, TikTok and Google, plus B2B2C partnerships and PR; "growing acquisition volume while holding or improving CAC"; lifecycle for activation, card usage, draws, retention and referrals; incrementality testing; build a faster ad review process with legal and compliance; reports to the Co-Founder & COO.Source

A weekly 45-second series ("HELOC card, explained") with one question per video, a consistent host and format, and every script from the claims library.

A series builds an audience a one-off ad does not, and the claims library keeps it fast to approve.

• Rate talk in comments

  Reply with links to the disclosures, not numbers.

• #2 A pre-approved claims library so new ads ship in a day instead of waiting on legal

• programmable.infoSite scan: 99 URLs, 37 insights posts (including one on Florida insurance costs), 4 use-case pages (emergency fund, renovation, major purchases, debt consolidation); YouTube has 17 videos with about 112,000 views but 7 subscribers; a TikTok account exists; Hotjar is installed; security headers grade F.Source
• HiringVP, Marketing: "Own the full acquisition mix, paid, affiliate, direct mail, organic/SEO, and lifecycle" across Meta, TikTok and Google, plus B2B2C partnerships and PR; "growing acquisition volume while holding or improving CAC"; lifecycle for activation, card usage, draws, retention and referrals; incrementality testing; build a faster ad review process with legal and compliance; reports to the Co-Founder & COO.Source
• HiringProduct & Brand Designer: improve "conversion across our HELOC application flow" using session recordings and funnel data; keep the brand consistent "from the first ad a customer sees to the card in their mailbox" across Meta, Google and TikTok ads.Source

A referral program for existing borrowers with a reward structure counsel approves, a personal link, and a thank-you message, launched to borrowers with active cards.

Referred borrowers convert better and cost less than paid ones, and active card users are the most likely to refer.

• Reward rules

  Counsel approves structure and wording before launch.

• HiringVP, Marketing: "Own the full acquisition mix, paid, affiliate, direct mail, organic/SEO, and lifecycle" across Meta, TikTok and Google, plus B2B2C partnerships and PR; "growing acquisition volume while holding or improving CAC"; lifecycle for activation, card usage, draws, retention and referrals; incrementality testing; build a faster ad review process with legal and compliance; reports to the Co-Founder & COO.Source
• HiringSenior Regulatory & Product Counsel: primary resource on TILA/Regulation Z, RESPA, ECOA, FCRA, HMDA and HOEPA; state lending law "across a 26-state licensing footprint"; reviews consumer disclosures and supports go-to-market for new products.Source
• Your websiteHomepage: "Your home's equity, in your wallet" / "The HELOC you can use everywhere"; lines of $10,000 to $250,000 with a HELOC credit card issued by Cross River Bank on Mastercard; initial variable APRs 6.49% to 15.24% for card purchases and 6.49% to 15.74% for fixed-rate draws (including a 0.25% autopay discount; representative example 9.39% at 60% CLTV and a 740 score); a 2-minute rate check with no credit impact; apply in as little as 4 minutes and fund in as few as 4 days; the card is available in 27 states; a "50%+" interest savings claim is described as illustrative; press logos from CNBC Select, Kiplinger and NerdWallet; NMLS #2676733.Source

An estimator where visitors enter card balances and rates and see an illustrative comparison against Trovy's representative rate, with the assumptions and disclosures beside it, leading to the soft-pull rate check.

It turns the consolidation message into a personal number and hands the visitor to the 2-minute rate check at the moment of interest.

• Results read as offers

  Label them illustrative and show the representative example.

• #2 A pre-approved claims library so new ads ship in a day instead of waiting on legal

• Your websiteComparison pages exist for Aven, Figure, banks and fixed vs variable. Trovy vs Aven (reviewed September 1, 2026): a 5-year draw period renewable to 20 years vs Aven's 1 year; no upfront draw on lines of $100,000 or less vs a higher Aven rate under an 80% draw; 2% back on home purchases, 1% on other purchases and up to $200 a year in home service credits vs Aven's 2% on everything; Trovy lets borrowers lock a lower variable rate if rates drop.Source
• Your websiteHomepage: "Your home's equity, in your wallet" / "The HELOC you can use everywhere"; lines of $10,000 to $250,000 with a HELOC credit card issued by Cross River Bank on Mastercard; initial variable APRs 6.49% to 15.24% for card purchases and 6.49% to 15.74% for fixed-rate draws (including a 0.25% autopay discount; representative example 9.39% at 60% CLTV and a 740 score); a 2-minute rate check with no credit impact; apply in as little as 4 minutes and fund in as few as 4 days; the card is available in 27 states; a "50%+" interest savings claim is described as illustrative; press logos from CNBC Select, Kiplinger and NerdWallet; NMLS #2676733.Source
• Search resultsRegulation Z section 1026.16(d) sets the disclosures a home-equity plan advertisement must carry when it states certain terms, such as payment terms or a rate.Source

Sign two to three platform partners to offer Trovy inside their product (a rate check at a claim, a renovation, or a home-value update), with revenue terms within referral-fee rules.

Distribution inside products homeowners already use lowers CAC and reaches people at the moment of need, at a scale affiliates cannot.

• Long partner cycles

  Run two pilots in parallel.

• HiringVP, Marketing: "Own the full acquisition mix, paid, affiliate, direct mail, organic/SEO, and lifecycle" across Meta, TikTok and Google, plus B2B2C partnerships and PR; "growing acquisition volume while holding or improving CAC"; lifecycle for activation, card usage, draws, retention and referrals; incrementality testing; build a faster ad review process with legal and compliance; reports to the Co-Founder & COO.Source
• HiringJob posts: "building the financial platform for America's 86 million homeowners" and a "$30T home equity market".Source
• HiringDirector of Affiliate Marketing & Partnerships: affiliate networks, "rate tables, and review sites", comparison, cashback and publisher partners, all "within RESPA Section 8 and other applicable referral-fee guardrails"; direct partnerships with real estate brokerages, home improvement companies and contractors; "embedded-offer programs that introduce Trovy's product at the moment of homeowner need".Source

Plan the 1Loan launch: a waitlist from current visitors who are buying or refinancing, content for those searches, and partner channels that fit purchase and refinance timing.

A second product doubles the reasons a homeowner comes to Trovy, and existing traffic can seed the launch.

• Different rules for purchase money loans

  Counsel sets the launch plan per state.

• Search resultsSeries A (June 2026): $15M led by Left Lane Capital with Kleiner Perkins, DCM and Camber Creek, $25M raised in total; funds go to national expansion, product and hiring, and a second product, 1Loan, a HELOC for home purchases and refinances.Source
• HiringVP, Marketing: "Own the full acquisition mix, paid, affiliate, direct mail, organic/SEO, and lifecycle" across Meta, TikTok and Google, plus B2B2C partnerships and PR; "growing acquisition volume while holding or improving CAC"; lifecycle for activation, card usage, draws, retention and referrals; incrementality testing; build a faster ad review process with legal and compliance; reports to the Co-Founder & COO.Source
• HiringSenior Regulatory & Product Counsel: primary resource on TILA/Regulation Z, RESPA, ECOA, FCRA, HMDA and HOEPA; state lending law "across a 26-state licensing footprint"; reviews consumer disclosures and supports go-to-market for new products.Source

Show visitors from unserved states a waitlist, rank states by sign-ups, and use the ranking to order licensing; launch each new state to its waitlist on day one.

Expansion is a Series A goal; launching to a waiting list makes each new state productive immediately and turns lost visitors into future borrowers.

• Waitlists imply availability

  Say plainly the product is not yet offered there.

• Your websiteHomepage: "Your home's equity, in your wallet" / "The HELOC you can use everywhere"; lines of $10,000 to $250,000 with a HELOC credit card issued by Cross River Bank on Mastercard; initial variable APRs 6.49% to 15.24% for card purchases and 6.49% to 15.74% for fixed-rate draws (including a 0.25% autopay discount; representative example 9.39% at 60% CLTV and a 740 score); a 2-minute rate check with no credit impact; apply in as little as 4 minutes and fund in as few as 4 days; the card is available in 27 states; a "50%+" interest savings claim is described as illustrative; press logos from CNBC Select, Kiplinger and NerdWallet; NMLS #2676733.Source
• HiringSenior Regulatory & Product Counsel: primary resource on TILA/Regulation Z, RESPA, ECOA, FCRA, HMDA and HOEPA; state lending law "across a 26-state licensing footprint"; reviews consumer disclosures and supports go-to-market for new products.Source
• Search resultsSeries A (June 2026): $15M led by Left Lane Capital with Kleiner Perkins, DCM and Camber Creek, $25M raised in total; funds go to national expansion, product and hiring, and a second product, 1Loan, a HELOC for home purchases and refinances.Source

Recruit home-service brands (cleaning, repairs, HVAC, landscaping) as credit partners who promote the card to their customers in exchange for spend routed to them.

It raises card usage, the VP's metric, and creates co-marketing that reaches homeowners at no media cost.

• Partners make claims about the loan

  Provide approved copy only.

• Your websiteComparison pages exist for Aven, Figure, banks and fixed vs variable. Trovy vs Aven (reviewed September 1, 2026): a 5-year draw period renewable to 20 years vs Aven's 1 year; no upfront draw on lines of $100,000 or less vs a higher Aven rate under an 80% draw; 2% back on home purchases, 1% on other purchases and up to $200 a year in home service credits vs Aven's 2% on everything; Trovy lets borrowers lock a lower variable rate if rates drop.Source
• HiringDirector of Affiliate Marketing & Partnerships: affiliate networks, "rate tables, and review sites", comparison, cashback and publisher partners, all "within RESPA Section 8 and other applicable referral-fee guardrails"; direct partnerships with real estate brokerages, home improvement companies and contractors; "embedded-offer programs that introduce Trovy's product at the moment of homeowner need".Source
• HiringVP, Marketing: "Own the full acquisition mix, paid, affiliate, direct mail, organic/SEO, and lifecycle" across Meta, TikTok and Google, plus B2B2C partnerships and PR; "growing acquisition volume while holding or improving CAC"; lifecycle for activation, card usage, draws, retention and referrals; incrementality testing; build a faster ad review process with legal and compliance; reports to the Co-Founder & COO.Source

A preparation guide (deductibles, insurance gaps, a checklist) for storm-prone card states, published ahead of the season, with the line positioned as a backup to savings.

Useful, seasonal content earns links and searches and reaches homeowners when they are planning, not in distress.

• Looks like exploiting disasters

  Publish ahead of season and pause ads during storms.

• programmable.infoSite scan: 99 URLs, 37 insights posts (including one on Florida insurance costs), 4 use-case pages (emergency fund, renovation, major purchases, debt consolidation); YouTube has 17 videos with about 112,000 views but 7 subscribers; a TikTok account exists; Hotjar is installed; security headers grade F.Source
• Your websiteHomepage: "Your home's equity, in your wallet" / "The HELOC you can use everywhere"; lines of $10,000 to $250,000 with a HELOC credit card issued by Cross River Bank on Mastercard; initial variable APRs 6.49% to 15.24% for card purchases and 6.49% to 15.74% for fixed-rate draws (including a 0.25% autopay discount; representative example 9.39% at 60% CLTV and a 740 score); a 2-minute rate check with no credit impact; apply in as little as 4 minutes and fund in as few as 4 days; the card is available in 27 states; a "50%+" interest savings claim is described as illustrative; press logos from CNBC Select, Kiplinger and NerdWallet; NMLS #2676733.Source
• HiringSenior Director of Growth: own Meta and Google; manage the affiliate program with "compliance guardrails"; "Design and execute targeted homeowner direct mail campaigns" segmented "by equity position, geography, credit profile"; build SEO and AI-search visibility for homeowners researching HELOCs; described as "the path to Head of Marketing".Source

A tool where a homeowner enters an address and sees an estimated value and equity range (with a clear "estimate" label), plus what they could do with it and a path to the rate check.

It reaches homeowners earlier than the rate check, builds an email list for lifecycle, and fits the platform vision in the job posts.

• Estimates are wrong for some homes

  Show a range and the source; never promise a line amount.

• HiringJob posts: "building the financial platform for America's 86 million homeowners" and a "$30T home equity market".Source
• Your websiteHomepage: "Your home's equity, in your wallet" / "The HELOC you can use everywhere"; lines of $10,000 to $250,000 with a HELOC credit card issued by Cross River Bank on Mastercard; initial variable APRs 6.49% to 15.24% for card purchases and 6.49% to 15.74% for fixed-rate draws (including a 0.25% autopay discount; representative example 9.39% at 60% CLTV and a 740 score); a 2-minute rate check with no credit impact; apply in as little as 4 minutes and fund in as few as 4 days; the card is available in 27 states; a "50%+" interest savings claim is described as illustrative; press logos from CNBC Select, Kiplinger and NerdWallet; NMLS #2676733.Source
• HiringSenior Director of Growth: own Meta and Google; manage the affiliate program with "compliance guardrails"; "Design and execute targeted homeowner direct mail campaigns" segmented "by equity position, geography, credit profile"; build SEO and AI-search visibility for homeowners researching HELOCs; described as "the path to Head of Marketing".Source

Redesign the card mailer: a short welcome, the first steps (activate, first home purchase, credits), and a personal referral link card, all within approved wording.

It lifts activation and referrals at the same moment and costs little per mailer.

• Referral rules

  Use the referral structure counsel approved.

• #13 A borrower referral program designed with counsel from the start

• HiringProduct & Brand Designer: improve "conversion across our HELOC application flow" using session recordings and funnel data; keep the brand consistent "from the first ad a customer sees to the card in their mailbox" across Meta, Google and TikTok ads.Source
• HiringVP, Marketing: "Own the full acquisition mix, paid, affiliate, direct mail, organic/SEO, and lifecycle" across Meta, TikTok and Google, plus B2B2C partnerships and PR; "growing acquisition volume while holding or improving CAC"; lifecycle for activation, card usage, draws, retention and referrals; incrementality testing; build a faster ad review process with legal and compliance; reports to the Co-Founder & COO.Source