Aunifiedhomeownershipplatformconnectingmortgage,equity,andmarketinsights.
ChaseMyHomegivescustomersacomplete,activeviewoftheirhomeasafinancialasset,trackingvalue,equity,andpaymentprogressinoneplace.FormostAmericans,theirhomeistheirlargestinvestment,yetthey'vehadalmostnotoolstomanageit.
Challenge
Yourlargestasset,withalmostnotoolstomanageit.
ChaseMyHomeisaunifiedhomeownershipplatformthatconnectsmortgage,equity,andmarketinsightsinasingleappexperience.FormostAmericans,theirhomeistheirlargestfinancialasset,buttheyhavealmostnotoolstomanageitactively.MyHomechangesthat.
Approach
Howpeopleactuallythinkabouthomeequityovertime.
Thecentralchallengewasinformationarchitecture.Ahomeowner'sfinancialpictureincludesmortgagebalance,homevalue,equity,rates,taxes,insurance,andupcomingpayments.Surfacingthemostrelevantsignalatanymoment,withoutoverwhelmingusers,requiredextensiveresearchintohowpeopleactuallythinkabouttheirhomeequityovertime.
Solution
HomeValueDashboard+EquityBuilderinoneview.
WeintroducedaHomeValueDashboardthatupdatesquarterlywithrealmarketdata,pairedwithanEquityBuildershowingtheuserexactlyhoweachpaymentacceleratesownership.Inusabilitytesting,usersdescribedtheequityvisualizationas"thefirsttimeIactuallyunderstoodwheremymoneywasgoing."
Results
"ThefirsttimeIactuallyunderstoodwheremymoneywasgoing."
LedstrategicredesignandcomponentmigrationfornewChasemortgagecustomeronboarding,contributingtoa30%increaseinaccountscreatedin2024.Alsocontributedtomortgageapplicationflowsthatreducedindividualdrop-offratesfrom18%to6–10%,andhelpedlaunchChaseHELOCasa0-to-1initiative.
TLDR
Thequickversion.
Mosthomeownershavenoclearviewoftheirlargestfinancialasset.ChaseMyHomewasdesignedtochangethat.Deepresearchintocustomermentalmodelsrevealedhowpeopleactuallythinkabouthomeequityovertimeandwhatsignalsmattermostateachstageofownership.ThesolutionintroducedaHomeValueDashboardandanEquityBuildershowingexactlyhoweachpaymentacceleratesownership.Intesting,usersdescribedtheequityvisualizationasthefirsttimethey'dtrulyunderstoodwheretheirmoneywasgoing.
Morework