Inside Homebridge’s NFTYDoor: Bringing instant approvals to the HELOC market

With homeowners seeking low-cost, flexible ways to tap their equity in today’s high-rate environment, HELOCs have become one of the most attractive loan options on the market. Homebridge Financial Services is seizing that opportunity with NFTYDoor, a fully digital HELOC platform that delivers instant decisions through real-time credit scoring, AVM valuations, automated income and title checks, and even digital closings. More than half of applicants receive a “Fast Pass” approval, cutting weeks off the closing timeline and removing the usual paperwork headaches. Leading the charge is Mark Schacknies, Co-Founder of NFTYDoor and Managing Director of Homebridge, who brings two decades of mortgage, capital markets, and fintech expertise to reimagining how homeowners access their equity.

HousingWire: You have experienced a great amount of success with your HELOC program despite the current market struggles. Can you give us an overview of what that “success” looks like for Homebridge?

Mark Schacknies: For us, success isn’t just about volume — it’s about speed, transparency, and borrower satisfaction, all of which we’ve been able to achieve at scale. For MLOs, it means having a plug-and-play, best-in-class HELOC that clients need today, delivers strong compensation now, and sets them up for a future refinance cycle.

At NFTYDoor, we spent a year focused on building a purpose-built digital HELOC. Now, backed by Homebridge nationwide licensing, we process over 7,500 applications a month, delivering rapid decisions and same-day closings on select “Fast Pass” loans. Since adding AI-powered credit decisioning, conversion rates have increased by nearly 40%, and funded volumes continue to rise month over month, even as the first-lien market contracts.

HW: What specific borrower needs or market gaps are driving the surge in demand for HELOCs at Homebridge right now, and are there particular borrower profiles or regions where you’re seeing the most traction?

MS: Borrowers are increasingly turning to HELOCs over cash-out refinances, which have lost appeal amid higher first-mortgage rates. Homeowners with substantial equity from the last housing cycle are seeking low-cost, flexible capital for renovations, debt consolidation, or investments—especially in high-appreciation, high-cost markets like California, Texas, and East Coast urban centers.  

Our digital debt consolidation tool allows borrowers to choose their high-interest credit cards, qualify based on an adjusted DTI, and receive direct payouts to creditors on funding day, with any remaining funds disbursed to them.

HW: Can you briefly explain/describe the NFTYDoor platform and share how it has changed the HELOC experience for borrowers and your LOs?

MS: NFTYDoor is an AI-powered lending infrastructure specifically built for speed and efficiency in home equity lending. Borrowers get a one-minute digital application, instant pre-qualification, and clear terms upfront. Loan officers benefit from an all-in-one LOS and communications hub that automates underwriting, streamlines communication, and supports high-volume teams with dedicated assistant tools.

While we’re digital-first, every loan has a human touchpoint to maximize conversion. The result: we’re faster than any other digital HELOC lender and convert 50% more than competitors, creating happier borrowers and more successful LOs.

HW: What kind of timeline reduction or efficiency gains are you seeing from automation and AI in the process?

MS: Automation has reduced the average HELOC approval timeline from weeks to days, and in many cases, to same-day closings for qualified borrowers. AI-driven verification and decision-making have reduced manual underwriting by over 90%, enabling faster closings, higher conversion rates, and turning hours of LO follow-up into minutes.  Our average closing time is under six days, with many closing the same day.

HW: While much of the industry is focused on Non-QM or refi alternatives, HELOCs haven’t been talked about as much. Why do you think that is, and why is now the right time for Homebridge to lean in?

MS: HELOCs were long overlooked as cumbersome, paper-heavy products that didn’t fit the “digital mortgage” narrative, and with average loan sizes around $125k, many MLOs saw them as not worth the effort. But today’s rate environment and record homeowner equity make HELOCs the most logical, cost-effective path to liquidity—offering flexibility without sacrificing low first-mortgage rates. NFTYDoor’s one-minute application and fully digital process maximize efficiency and deliver strong returns on an MLO’s time, which is why Homebridge is doubling down.

Top-producing MLOs are already building robust pipelines with HELOCs. Now is the time to take another look—especially if high rates persist for years instead of months.

HW: How is Homebridge positioning its HELOC offerings differently from competitors in terms of tech, speed, or borrower experience? What does “digital mortgage experience” mean in the context of home equity lending?

MS: Our HELOCs are built for speed, optionality, clarity, and the highest conversion. NFTYDoor’s AI engine allows for instant pre-qualifications, interest-only payment options, and variable-rate structures that give borrowers flexibility as rates potentially decline. “Digital mortgage experience” in home equity lending means end-to-end automation — from application to closing — without the inefficiencies that slow down most HELOC providers. We’ve essentially created a “zero-day HELOC” model that redefines what borrowers expect.

To get started, it requires minimal effort from the MLO side. NFTY provides white-glove onboarding, training, support, and, of course, tech and fulfillment post-launch. It’s designed to be a no-brainer value proposition. 

HW: NFTYDoor’s AI engine seems to offer tailored paths depending on the borrower. Can you give an example of how that flexibility plays out in the HELOC process as well as how it impacts approval or closing rates?

MS: Our AI engine matches borrowers to the right product path based on credit, equity, and financial profile. For example, a borrower with a 640+ FICO and solid tradelines may get an instant HELOC offer, while someone with a more complex profile might be routed to a co-lender or alternative credit product — all without the borrower needing to reapply elsewhere. This increases approval rates and ensures that nearly every applicant has a clear financing option, boosting overall closing volume.

Our proprietary debt consolidation tool lets borrowers select debts to help them qualify ​​and add a co-borrower, and even support unique cases like Trusts, POAs, or title curative work. We combine the speed of digital with the human touch to maximize conversion.

HW: Looking ahead, how do you see HELOCs fitting into your broader lending strategy? Will AI enable new product types or open up access to borrowers who might otherwise be overlooked?

MS: HELOCs are central to our current growth strategy because they align with borrower demand for flexible, equity-based financing. Looking ahead, AI will enable even more personalized lending experiences, new hybrid products, and faster decision-making for underserved borrowers. We see NFTYDoor as not just a HELOC engine, but as the foundation for a broader suite of AI-driven home equity solutions that will continue to push the industry forward. We have a full NonQM suite that will go live later in 2025 for our HELOC customers. But given the overwhelming HELOC demand, we are prioritizing the consumer needs over the MLO’s wish list for the NonQM.