Key Results

20%More completed applications

30%Fewer support inquiries

7%Faster time to funding

4.9★Trustpilot rating

Background

Equity Loop is a home equity investment (HEI) company. Homeowners sell a share of their home’s future appreciation in exchange for cash today. Too many of them dropped out during onboarding and the appraisal step.

The problem

• Wait times were long, and appraisal requirements were unclear.
• There was no self-service option, so borrowers contacted support for every status update.
• Manual steps delayed closings and lost deals.

Customer interviews and funnel data in Heap and Google Analytics showed that 80% of borrowers abandoned the process before the appraisal was complete. The main causes:

• No way to see appraisal progress.
• No document upload, so borrowers emailed files.
• No clear list of which documents they would need.

What we built

I led a cross-functional team on a set of self-service changes:

• A redesigned, mobile-friendly borrower portal.
• Live appraisal status pulled from our appraisal vendors.
• Document upload inside the portal.
• A step-by-step checklist that set expectations up front.
• Status lookups through Salesforce and a Glia chatbot, so borrowers could check progress without contacting support.
• A/B tests on the checkout flow.

Results

• 20% more borrowers completed their applications.
• 30% fewer inquiries about appraisal status.
• 7% faster time to funding.
• The 4.9 Trustpilot rating held after launch.

What I learned

• Self-service lowered support costs and let the same team handle more volume.
• Showing live status kept borrowers engaged through the slowest step.
• Small additions like a checklist removed a lot of friction.