Financial services company SoFi Technologies on Wednesday debuted a new digital HELOC offering, as well as a new advisory council of top real estate leaders.
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A HELOC — which is an acronym for “home equity line of credit” — lets homeowners extract cash from the value of their homes, but are often obtained from local banks via slow or cumbersome processes. However, in a statement, SoFi said that its new HELOC offering will let the company’s members “access their home equity through a seamless, fully digital, end-to-end process directly within the SoFi platform.”
The statement adds that the new digital HELOC will help members “move faster and with confidence through verified pre-approvals, competitive rates, and flexible downpayment options, while continuing to support their needs through refinancing and ongoing access to equity.”
SoFi described itself in the statement as “a one-stop shop for digital financial services.” The company is essentially a tech-forward bank that boasts 13.7 million “members,” who are people who use the company to borrow, save, spend, invest and protect their money.” SoFi also provides an array of products, including conventional mortgages, FHA and VA loans, jumbo loans and more.
The company framed the debut of the HELOC offering as coming at an opportune moment. Three-quarters of homeowners plan to stay in their homes over the next three years, the statement argues, meaning there is a large pool of people turning to HELOCs to fund things like renovations. The statement adds that SoFi’s home loan originations doubled year over year in 2025.
In addition to the digital HELOC, SoFi also announced a 50-person advisory council composed of “leaders from top real estate markets, covering luxury, affordable, and single-family housing.” Members of the council will advise SoFi on topics including “market insights and input on product innovation,” the statement notes, and serve as brand ambassadors.
Members of the council include Compass agent Andrew Jevin, Sotheby’s agent Kourtney Pulitzer and Real Broker agent Katie Day.
Holly Meyer Lucas
“Real estate agents are constantly asked by lenders for introductions to their buyers, but banks rarely ask how they can provide value,” Holly Meyer Lucas, a founding principal at Compass and a member of the council, said in the statement. “SoFi is leading the industry by example, creating a culture of collaboration. By bringing industry leaders to the table in a meaningful way, SoFi is making the path to homeownership more attainable.”
Eric Schuppenhauer, an executive vice president at SoFi, added that the company is combining the deep expertise of the advisory council members “with SoFi’s technology to help members achieve their ambitions, while giving agents the tools to better support their clients.”
“The best way to build the future of home lending,” Schuppenhauer said in the statement, “is by innovating our products and listening to the people.”
