Reduce Fair Lending Fines: Reach New Markets with Your Loan Products, Grants, Down Payment Assistance, and Special-Purpose Credit Programs!
HLP uses a thoughtful and targeted approach that considers the unique characteristics and needs of underserved communities
Some of the Trusted Lenders of the Fairness Alliance
Why HLP Advertising is Different
Home Lending Pal specializes in building multicultural advertising campaigns that help financial institutions build trust and engagement with hard-to-reach, untapped markets through our marketplace. We gather information necessary to raise awareness about loan products and programs provided by our lending partners upfront.
31% of households with an annual income of $75,000 or less did not seek any information or resources on homebuyer assistance programs when buying a home.

HLP helps lenders improve focus on marketing and community reinvestment efforts through our marketplace. We leverage community networks and relationships to help banks contribute to the economic development of the communities they serve while also growing their customer base at profit and scale.
- 248% MoM membership growth
- 78% active user base
- 33% application rate
- 14% connect to lenders (w/DPA programs included)
- 39.1% verify credit


HLP helps banks meet CRA requirements by enabling them to reach prospective customers in important moments using real-time demographic, geographic, and interest data. In addition, we raise knowledge and awareness of lesser-known products with individuals that are actively interested in purchasing a home.
A Fairness-as-a-Service Solution Suite
Advertising Strategies for Meeting Community Reinvestment Goals
Home Lending Pal voluntarily allows companies like Fairplay.ai and others to monitor our network to provide lenders with additional fairness reports that our lending partners can share with regulators. In addition, our third-party fairness report plays a significant role in helping to re-establish trust in underserved communities by leveraging marketing tactics like:
- Local advocacy groups
- Non-profit partnerships for closing costs grant donations
- Location intelligence marketing
- Geo-targeting in specific geographic zones (digital and print)
- Airport and Campus Advertising
- Behavioral targeting for database
- Lobbying and government relations
- Local News coverage of minority success cases
- HBCU alumni outreach
- Housing agencies
- Public speaking engagements