Figure Technologies vs Morgan Stanley
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.
Global investment bank and wealth manager with $61.9B FY2024 revenue; $7.5T client assets; E*Trade ($13B, 2020) and Eaton Vance ($7B, 2021) acquisitions anchored shift to 55% fee-based wealth revenue.
About
Morgan Stanley is a leading global financial services firm providing investment banking, securities, wealth management, and investment management services, founded in 1935 by Henry Sturgis Morgan (grandson of J.P. Morgan) and Harold Stanley after breaking away from J.P. Morgan & Co. following the Glass-Steagall Act separation of commercial and investment banking. Headquartered in New York City and trading on NYSE (MS), the company reported approximately $61.9 billion in net revenues for FY2024 under CEO Ted Pick, who succeeded the transformative James Gorman as CEO in January 2024. Gorman's decade-long strategy—shifting Morgan Stanley's revenue mix from volatile investment banking and trading toward stable fee-based wealth management—has resulted in the Wealth Management segment representing approximately 55% of net revenues, with $7.5 trillion in total client assets managed across 15,000+ financial advisors.
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