Roots is a pioneering company in the real estate market, offering a unique solution for potential homeowners who find traditional homeownership increasingly out of reach. The company operates by allowing clients to build equity with each monthly payment, eliminating the need for a downpayment and long-term commitment. Roots serves individuals who are looking for flexibility in their living arrangements, such as those who want to try new cities without the financial burden of a mortgage. The business model revolves around purchasing homes for clients and enabling them to build fractional equity over time, effectively turning rent payments into an investment. Roots makes money through monthly payments from clients, part of which goes towards building equity in the property. The company also benefits from the appreciation of the property value over time. Clients can get pre-approved in just one minute with a soft credit check that does not impact their credit score. Roots sends new home listings to clients' inboxes weekly, making it easy for them to find their dream home.

Keywords: equity-building, homeownership, no downpayment, flexible payments, real estate, fractional equity, pre-approval, soft credit check, property appreciation, flexible living.