Foyer
“Can a purpose-built savings and guidance platform become the default financial home for first-time homebuyers, the way 401(k) platforms became the default for retirement savers?”
Founded in 2022 by former Better.com employee Landy Liu after personally experiencing the challenges of saving for a home during a high-rate environment. Foyer was designed as a purpose-built savings platform for first-time homebuyers — offering a high-APY down payment savings account, mortgage rate shopping, credit optimization, and homebuyer assistance program discovery — framing itself explicitly as the '401(k) for homeownership'. The company operates at the intersection of consumer fintech and real estate, targeting first-time buyers who lack a structured savings vehicle comparable to retirement or college savings accounts.