My Home Fund
Jun 29, 2023
Employer-Matched Down Payment Savings Platform
Timeline: Q4 2022 – Q2 2023
Project Type: 0-to-1 Product Concept → Proof of Concept → Third-Party Spin-Off
Executive Summary
My Home Fund was conceived to address one of the biggest barriers to homeownership—saving for a down payment. The initiative explored a novel employer benefit model that mirrored a 401(k), but instead of retirement, employer contributions helped employees reach short-term homeownership goals. In nine months, we built and validated a proof of concept that demonstrated market demand, strong user appeal across unexpected demographics, and clear potential for monetization. Though ultimately sold to a third party due to governance constraints, the project validated a scalable model for employer-driven down payment assistance.
Problem
Saving for a down payment remains the top barrier to homeownership, particularly among younger renters. Meanwhile, employer benefit portfolios tend to prioritize long-term retirement savings, leaving a gap in short-term financial wellness offerings that speak to employees’ immediate life goals.
Opportunity
We identified a dual-sided opportunity:
For employees: Provide an attainable path toward homeownership by turning employer contributions into tangible progress toward a down payment.
For employers: Differentiate benefits packages and improve retention among younger workers seeking meaningful, near-term financial support.
Solution
My Home Fund operated like a 401(k) for homeownership. Employees could:
Set a personal savings goal and target amount for a future down payment.
Receive employer-matched contributions up to a preset limit.
Track progress visually through a digital dashboard.
Learn how their employer’s contribution accelerated their homeownership timeline.
The prototype was piloted with one large employer group and rolled out within their benefits portal.
Results
User Appeal: Strong engagement among target audiences (late 20s–early 30s renters actively saving) and an unexpected secondary demographic—single or newly single women in their 60s purchasing a first home.
Behavioral Insight: Cross-demographic resonance suggested broader applicability across life stages. Messaging and UX were updated to reflect both aspirational (first-time buyers) and transitional (newly single, re-purchasing) user journeys.
Business Impact:
Delivered a fully functional proof of concept in 9 months.
Demonstrated sufficient user and employer demand to attract acquisition interest.
Sold to a third-party for commercialization; achieved a break-even outcome within 12 months.
Challenges
Governance Alignment: Direct consumer communication conflicted with evolving FHFA guidance for Freddie Mac’s public-facing initiatives.
Monetization Constraints: While market validation was strong, Freddie Mac’s non-retail structure prevented direct monetization of borrower relationships, limiting scalability internally.
Outcome
Despite structural limitations, My Home Fund proved the viability of employer-sponsored down payment benefits as a bridge between housing affordability goals and employer wellness initiatives. The project’s successful exit reinforced the design team’s capability to ideate, build, and validate entirely new market concepts from zero to launch.