Project Own builds new tools for Black wealth creation.

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The home is the largest asset for middle-class families, but the Black-White homeownership gap is larger than it was in 1968. We build technology tools to equalize access to homeownership and wealth creation.

Our first tool is Rooted - a digital mortgage readiness platform.

  • Distributed through nonprofit housing counseling agencies

  • One-on-one virtual financial coaching from a real human (not AI)

  • Self-serve tools to improve credit, savings, debt

  • Access via mobile-friendly website and text messaging

  • Free for clients to use

Explore Rooted

Since launching in March 2024, Project Own has served over 1800 households across five states with Rooted.

See results

WHO WE SERVE

72%

Black

73%

Female

92%

First-time
homebuyers

ACCESSIBILITY DRIVES EQUITY

  • The Rooted app doesn’t require very much training. Actually, a couple of my non-tech-savvy senior clients were able to get through this . . . If they at least have command of their phone and know how to take a picture and send a text message, that’s basically it.

    Meredith McAllister
    Homeownership Program Manager at GO-Northwest

  • The Project Own system has saved us and our clients a lot of time, money, and headache. Clients are able to easily pull their own credit reports through the system, even on a mobile phone . . . This has led to higher conversion rates.

    Hunter Seefried
    Intake Specialist, NHS Baltimore

  • [Rooted] is what I was trying to create with spreadsheets and client self-reporting . . . this is an answer to prayers for our small team who wants to have big impact.

    Denisha McDonald
    Executive Director, Financial Education Associates

OUR PARTNERS

Project Own distributes Rooted through HUD-certified housing counseling agencies.

See our partners

“Homeownership is possible, you just need the correct tools.”

Terre
Rooted User and New Homeowner

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