Anteup is Turning the Home Loan Market on Its Head

Kiwi fintech Anteup, is transforming how home loans work, building a reverse online lending marketplace where banks engage with borrowers, giving choice, transparency, and control.

The idea came to cofounders Adam Joyce and Matt Williams over a beer one evening, as both were frustrated by the tedious process of refixing their mortgages. “We were going through the same experience at the time and just thought, there has to be a better way,” recalls Williams.

“On one hand, you’ve got brokers who act on your behalf but are often more motivated by commission than what’s best for the client. On the other hand, you’ve got no easy way to go directly to multiple banks. Neither path feels unbiased or efficient.”

That desire to put the power in the hands of borrowers became the seed for Anteup. The platform creates transparency and efficiency by allowing home buyers and refinancers to complete one application, send it to multiple banks, and receive targeted offers.

“The borrower becomes the one in control,” says Joyce. “Right now, the power sits with the broker, and that’s not where it should be. The banks make their money from the borrower. So, the borrower should have a transparent choice.”

Joyce and Williams believe the traditional model is overdue for disruption. “We see this very stale sector being disrupted in a positive way,” says Joyce. “Brokers aren’t going away entirely, but a significant portion of loans don’t need that kind of handholding. For most people, it should be as simple as applying online and letting the banks pitch for your business.”

For borrowers, the experience is straightforward: fill out a single statement of position, choose the banks you want to approach, and watch them respond with offers. Banks can’t see what competitors are offering, but they know they’re in a race to win the borrower’s attention. “It makes the process fairer for everyone,” says Williams.

After several years of development, Anteup is now preparing for launch. The startup is in the process of onboarding its first banks, with an official go-live expected mid 2026.

The pair’s early beta testing involved mock lending rounds and more than 100 customer interviews to understand pain points on both sides of the equation. The response, they say, was overwhelmingly positive, and it wasn’t just the customers who liked the idea.

“One thing we didn’t expect was how engaged banks were,” says Williams. “They told us they actually want access to a marketplace like this. Their branch networks are shrinking, and they need new ways to connect with borrowers.” That validation has been energising but slower than anticipated.

Joyce and Williams have known each other for more than fifteen years. Williams, an Engineer Manager, and Joyce, a CEO with experience across several sectors, both brought entrepreneurial experience to the table, but the Anteup journey has tested them in new ways.

“We’ve always built businesses in established markets,” says Joyce. “This is different. We’re trying to change a system that hasn’t evolved in decades. It’s humbling. You come in thinking you know a lot, then realise you’re learning all over again.”

One of the lessons they learned the hard way was about timing. “We built too early,” says Joyce. “Everyone we spoke to said, ‘It’s a great idea, build it now,’ so we did. But we should have done more discovery first. It’s easy to rush into development before you’ve really validated everything.”

For founders starting out, Joyce says that this is one of the biggest mistakes you can make. “Don’t race out and build stuff and spend money before you need to,” he advises. “Go through really robust customer discovery first. Figure out what the market and customers really want before you start building or spending.”

Williams agrees, warning that early enthusiasm can quickly become costly. His key takeaway: “Ask questions, find mentors, and really understand a pain point for someone. Otherwise, it’s just an idea.”

Joyce and Williams are both grateful for the support they received through the Ministry of Awesome’s accelerator programme, which they credit with helping them refocus. “We thought we didn’t need it,” admits Williams. “But it was a reset. They kept us accountable, taught us how to ask better questions, and helped us get back on track.”

With onboarding in full swing, and a launch planned for mid 2026, the next phase is all about growth. “We think three banks is the sweet spot for the marketplace to function well,” says Joyce. “After that, it’ll build naturally.”

Ultimately, both founders say success isn’t just about revenue; it’s about changing the way the industry operates.

“We want Anteup to become synonymous with a better way to borrow,” says Williams. “For people to look back and say, ‘What was life like before this?’”

Joyce agrees. “For me, it’s about seeing banks embrace new technology, and borrowers finally having real choice. If we can help open that door, even a little, that’s success.”

If Anteup succeeds, it won’t just make home lending easier. It could mark the moment New Zealand’s lending industry steps into the future.

Interview and story by Leighton Littlewood.