Point Launches Third-Party Origination Channel for HEI Product
In a move to widen access to home equity without adding monthly debt, Point unveiled a new third-party origination (TPO) channel for its home equity investment (HEI) program. The company said the channel will enable mortgage brokers to offer Point’s HEI product directly to clients, expanding distribution beyond its in-house team.
The announcement comes as Point positions its HEI offering as a liquidity tool for homeowners who want to tap equity without taking on new monthly payments. Executives emphasized that the TPO path will connect Point with an established network of broker-partners and accelerate adoption of the equity-sharing product.
As part of the release, Point described the move as point premiers channel, appoints Samuel Bjelac to lead the wholesale operation. The coordination aims to synchronize Point’s product roadmap with broker channels, enabling faster approvals and broader geographic reach for HEI transactions.
Point’s leadership stressed that the TPO channel will operate alongside existing direct-to-consumer offerings, giving homeowners the option to work with trusted brokers who understand local housing markets and the nuances of equity-sharing arrangements.
Leadership Appointment: Samuel Bjelac
Samuel Bjelac steps into the role of head of wholesale at Point, bringing more than two decades of experience across wholesale, correspondent, and non-QM lending. His appointment signals Point’s intent to scale its distribution and build durable, broker-facing processes that can handle a larger flow of HEI applications.
Bjelac most recently served as senior vice president of national sales and TPO at Foundation Mortgage Corp., a position that involved creating scalable sales structures and expanding third-party origination opportunities. He has previously held leadership roles at Carrington Mortgage Services, Sprout Mortgage, CoreVest Finance, and Flagstar Bank, where he helped build wholesale channels and forge broker relationships.
“This is a critical moment for Point as we broaden access to HEI through trusted broker partners,” Bjelac said. “By bringing the HEI product into a robust TPO framework, we can deliver liquidity and equity options to homeowners who need them without adding monthly debt.”
Industry observers noted that Bjelac’s background aligns with Point’s goals of scalable growth and rapid adoption. His track record in building distribution networks across wholesale, non-QM, and specialty lending gives Point a strong engine to support the new channel’s growth trajectory.
What the HEI Product Brings to Homeowners
Point’s home equity investment product provides homeowners with an alternative path to tap value in their property. Instead of conventional debt, homeowners may access cash by sharing a portion of future home appreciation with Point. The agreement is structured to avoid monthly debt obligations, appealing to households seeking liquidity without an ongoing payment commitment.
Point highlighted that its HEI program has funded billions of dollars in homeowner equity since its inception. By expanding to TPO channels, the company plans to reach a broader cross-section of homeowners, including those who rely on broker guidance to navigate nontraditional financing options.
Market Context and Competitive Landscape
The broader market for alternative home equity financing has seen a surge of activity as lenders race to broaden access to liquidity while keeping a careful eye on risk controls. In recent weeks, a handful of players have rolled out TPO capabilities or expanded broker networks to push HEI-style products deeper into the market. Point’s move toward a broker-first model positions it to compete more aggressively for non-prime and near-prime borrowers who value speed, accessibility, and flexibility in equity tapping.
Analysts say the success of the TPO channel will hinge on broker education, smooth underwriting workflows, and transparent terms that homeowners can easily compare with traditional home equity loans or lines of credit. Point’s emphasis on a no-monthly-debt framework will be a differentiator if brokers can clearly explain the financial mechanics to borrowers.
Key Data Points and Milestones
- HEI program has funded more than $2.5 billion in homeowner equity since launch
- More than 25,000 homeowners have participated in Point’s HEI program to date
- Goal to expand broker partnerships and grow TPO-enabled approvals in the coming quarters
- Bjelac brings 20+ years of wholesale, correspondent, and non-QM lending leadership
Company and Leader Profiles
Point, founded in 2015, has built a niche in enabling homeowners to access equity without incurring monthly debt. The company has regularly stressed the importance of flexible financing options and responsible growth as it scales its HEI program through new distribution channels.
Samuel Bjelac, a veteran in the mortgage space, will oversee wholesale expansion and coordinate with broker networks to streamline transactions, compliance, and underwriting standards. His appointment is expected to accelerate Point’s ability to close more HEI deals while maintaining risk controls aligned with industry best practices.
What This Means for Homeowners and Brokers
For homeowners, the new TPO channel could shorten the path to liquidity and provide more opportunities to compare HEI options with other equity products. For brokers, Point aims to offer a transparent, broker-friendly platform that helps them deliver innovative solutions to clients who may not fit traditional loan programs.
Point’s leadership emphasized that the broker channel will operate with a focus on clear disclosures, fast decisions, and robust support for brokers who are new to HEI structures. The company also noted that the TPO integration will be designed to protect homeowners and ensure that equity-sharing terms are easy to understand and compare.
Quotes From Leadership
“This expansion is a natural extension of Point’s mission to unlock value in homeownership while keeping risk and cost front and center,” said Eddie Lim, co-founder and CEO of Point. “Samuel’s proven ability to scale distribution and drive adoption will be crucial as we bring HEI to more homeowners through trusted broker partners.”
“Opening the HEI option through a TPO framework lets us reach homeowners who prefer broker guidance and want flexible liquidity without monthly debt,” said Samuel Bjelac. “We’ll prioritize simple, transparent terms and strong broker support to make these partnerships succeed.”
About Point
Point has positioned itself as a pioneer in equity-sharing products, focusing on empowering homeowners with alternative liquidity solutions. The company has grown plans to diversify its distribution and make homeownership more resilient in changing economic conditions. The TPO channel marks a key step in its broader strategy to balance growth with responsible lending practices.
About Samuel Bjelac
Bjelac’s career spans senior roles across multiple well-known lenders and brokers, with a track record of building scalable wholesale channels and expanding TPO networks. His leadership style centers on partner enablement, process discipline, and a customer-first approach to complex financing products.
Conclusion: Toward a Wider Reach for HEI
The point premiers channel, appoints Samuel Bjelac, marks a strategic shift for Point as it pushes its HEI program through a larger broker network. If the new TPO channel delivers faster decisions and clearer terms, homeowners could see more options to access home equity in the months ahead. For brokers, the expansion represents a clearer route to offering innovative liquidity solutions that align with modern homeownership needs.
Data Snapshot for Investors and Stakeholders
- New TPO channel launch date: May 2026
- New wholesale leader: Samuel Bjelac
- HEI funding to date: >$2.5 billion
- Homeowners served: >25,000
- Strategic goal: broaden broker partnerships and scale HEI adoption
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