Figure Technologies vs goodfin
Side-by-side comparison of AI visibility scores, market position, and capabilities
America's #1 non-bank HELOC lender originating $6B annually; IPO'd on Nasdaq (FIGR) Sep 2025 at $7.6B valuation; $17B+ lifetime home equity lending on Provenance Blockchain; merged with Figure Markets to unify lending, trading, and yield.
About
Figure Technologies is a San Francisco-based financial technology company founded in 2018 by Mike Cagney and June Ou that operates as the leading non-bank home equity line of credit (HELOC) lender in the United States. Figure uses blockchain technology — specifically the Provenance Blockchain, which Figure co-developed — as its core loan origination, settlement, and marketplace infrastructure. This blockchain-native architecture enables Figure to originate, close, and fund HELOCs in as few as five days through a fully digital application process, compared to the four to six weeks required by traditional bank HELOC lenders. Figure''s streamlined digital-first model passes efficiency gains to borrowers in the form of competitive rates and faster access to their home equity.
AI wealth platform giving high-net-worth individuals access to private equity and pre-IPO investments with AI personalization; $4M from Giant Ventures and YC competing with Yieldstreet for alternative investment democratization.
About
goodfin is a Santa Monica-based AI-powered wealth management platform that provides high-net-worth individuals and startup founders with access to alternative investments — private equity, venture capital, and pre-IPO company shares — that are typically available only to institutional investors and ultra-high-net-worth family offices. Founded in 2022 and backed by Giant Ventures and Y Combinator with $4 million in seed funding, goodfin uses AI to provide personalized alternative investment recommendations, portfolio construction, and automated rebalancing that enables sophisticated investors to diversify beyond public markets.
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