Experian acquires Own Up
Experian has agreed to acquire Own Up , an AI-powered mortgage shopping platform, as it looks to expand mortgage access and bring home loans deeper into the Experian Marketplace.
Founded in 2016, the startup has raised $49.68 million and employs about 270 people, reflecting roughly 12% growth in headcount.
The deal adds Own Up’s licensed, tech-enabled mortgage shopping and advisory model to Experian’s consumer ecosystem, which already spans credit cards, personal loans, and insurance offers. Own Up brings a network of more than 40 lenders and proprietary AI tools designed to help borrowers compare rates, avoid overpaying, and move from shopping to preapproval or rate lock within a single platform.
For Experian, the acquisition strengthens its push to play a more direct role in major financial life moments, particularly homeownership. By integrating mortgage guidance alongside credit monitoring, education, and other financial tools, Experian aims to keep consumers within its marketplace rather than sending them elsewhere for adjacent services.
The combination also advances Experian’s AI roadmap, layering Own Up’s generative AI capabilities on top of Experian’s data, analytics, and consumer reach of more than 80 million members. The companies say the integration will benefit both lenders, by connecting them with more qualified shoppers, and consumers, by delivering more personalized mortgage options and guidance.
The transaction is expected to close within 90 days, subject to regulatory approvals. Terms were not disclosed.
“Homeownership is one of the most significant moments in a person’s financial journey and we want to be there to help them navigate the process providing the best products from our network so they can achieve their goals. This agreement strengthens our role as a holistic financial co‑pilot for consumers, bringing personalized mortgage options into the same secure platform they already trust. Merging the power of our mortgage assets and innovation with Own Up’s expertise and advisory model is a powerful step for us in revolutionizing the mortgage lending market making it easier for consumers to shop, compare, and move forward with confidence.” – Dacy Yee, President, Experian Consumer Services at Experian.
