Figure is a financial services company transforming lending through technology. It offers home equity lines of credit (HELOCs), streamlining the loan process with AI and automation, reducing costs and increasing efficiency[1][4]. Figure targets homeowners and financial institutions, providing a platform for loan origination and capital markets[5]. Its unique selling proposition is the use of advanced technology to make lending faster and more cost-effective, positioning it as the #1 non-bank HELOC lender in the U.S.[4]. Figure also aims to create a highly liquid private capital marketplace[1].