Brokers have a new tool to offer those who aren’t yet ready to take the leap into homeownership.
Today, TMG The Mortgage Group announced a new partnership with Homie, an app that provides personalized financial coaching to help Canadians achieve their homebuying dreams.
The app leverages partnerships with Equifax and Plaid to generate real-time user data and uses AI to coach Canadians looking to get into the housing market.
“Somebody who is not ready for a mortgage — because of their income, their credit-worthiness, their down payment, or even the affordability in their area — can download the app, and Homie will help them become mortgage-ready,” explains Christa Mitchell, TMG’s Senior Vice President of Strategic Initiatives. “It will take them through a series of questions about their goals, when they would like to be in a home, how much they want to spend, the area they want to purchase in, and build out a customized plan.”
According to a 2024 survey by TD Bank, 69% of prospective first-time buyers lack a plan for achieving that goal, 85% say they lack confidence in the home-buying process, and 72% have not sought financial advice.
“Affordability is still a big issue in many markets in Canada,” adds Mitchell. “A lot of people really want to own a home in Canada, and I think it’s another way to help them get to that dream.”
Exclusive access for TMG brokers
Mitchell says she and TMG president and COO Dan Pultr first read about the app in the fall and decided to reach out to its co-founder and CEO Andrew Pecker.
The resulting partnership allows TMG brokers to offer prospective buyers free access to the app, which otherwise charges a subscription fee, and lets them build custom landing pages for their potential future clients.
“Each agent that’s part of the program gets a customized link to provide directly to customers that they’re not able to help at this point in time, to share through text, through email; they could even post it on social media,” Mitchell explains. “That link, when clicked, has the TMG branding and the Homie branding along with the mortgage broker’s picture and contact information.”
As they near their goal, users can reconnect with their broker with a single tap in the Homie app, and Mitchell says TMG plans to give brokers progress reports on those who sign up with their link — without sharing any personal financial data — later this year.
“We’ll let them know that a customer is 70% of the way towards reaching their goal, or they haven’t done much yet, and give them a scorecard on each person that’s downloaded it so they can focus their time better,” she explains.
The partnership kicked off this fall with a trial for select TMG brokers ahead of today’s launch to the broader network, and 60 have already signed up for their custom link and landing page.
“The general feedback [from the trial] was excitement for not having to just turn away a potential first-time homebuyer,” Mitchell says. “They no longer feel like they have to say, ‘sorry, there’s nothing I can do.’ Now it’s, ‘sorry, you’re not ready yet, but I do have something that’s going to help you get ready.’”
The service is available for free exclusively through TMG brokers who sign up to get their customized link, though the deal does not exclude Homie from pursuing similar partnerships with other networks in the future. The app is also available to prospective homebuyers in the iOS store, with a recurring subscription fee.
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broker tools Christa Mitchell Dan Pultr Editor’s pick first-time homebuyers Homie partnerships technology TMG The Mortgage Group
Last modified: January 19, 2026