Familiar Creatures Helps Hometap Turn Home Equity into a Source of Possibility in new Campaign

Aug. 26, 2026

New work from Familiar Creatures below that I wanted to share - this time for с, the Boston-based fintech company started to make homeownership more accessible and less stressful.

In a time where Americans are feeling strapped more than ever, many are actually sitting on one of the most valuable assets they’ll ever own: their home.

That tension is at the heart of a new campaign from Hometap and independent agency Familiar Creatures, which argues that homeowners shouldn’t be afraid to tap into the equity they’ve already built.

The campaign tackles a particularly tough awareness problem: How do you get consumers to trust and act on a financial product they may not even understand?

Familiar Creatures found its answer in a simple reframing: the risky move isn’t necessarily accessing your home equity. It may be leaving that value sitting untouched while life keeps happening.

From there, the team brought Hometap’s existing “It’s Your Home. Tap Into It.” platform to life through a series of relatable moments, home renovations, bills and the everyday curveballs that can make homeowners realize their house can do more for them.

Rachel Keohan, Chief Marketing Officer, Hometap said:

"Hometap has grown quite a bit since we first started working with Familiar Creatures. With that growth we needed to reach new audiences in a way that connected with them emotionally but also drove action. We're excited this new work pulls off this balance while keeping our creative platform intact as it flexes across all our media channels." 

 

This is the third project since 2022 between Familiar Creatures and Hometap, spanning brand, product and performance.

Justin Bajan, Co-Founder, Familiar Creatures said:

"This new round of work was supposed to drive lead generation, it couldn't just be nice or merely memorable. I'm proud our agency was able to create something that works on a performance level while also being visually disruptive and emotionally driven. We're grateful for Hometap for championing ideas like this."

 

The campaign is rolling out across CTV, online video, streaming and terrestrial radio and display.

Would love to connect you with Familiar Creatures and Hometap to talk about the strategy, creative and unusually fast turnaround behind the work. Let me know if you have any questions.