In a notable development within Brazil’s proptech sector, Rooftop has announced the successful raising of R$100 million aimed at bolstering its innovative real estate solutions. This capital infusion will primarily support the company’s flagship product, HomeCash, which offers homeowners a streamlined pathway to convert their residential properties into immediate liquidity.

Founded in 2020 by Daniel Gava, Rooftop seeks to redefine the real estate landscape by providing a unique solution for property owners in urgent need of cash. As Gava emphasizes, "We are offering an efficient solution for those who are in a hurry and need to transform their property into capital quickly, without depending on credit available on the market." This approach addresses the challenges many homeowners face, particularly in a market characterized by low liquidity, where traditional sales can take months and often require accepting lower prices than expected.

HomeCash: A Game-Changer for Homeowners

Rooftop's HomeCash service allows homeowners to sell their properties and receive cash payments within 45 days while retaining the option to repurchase the property within 18 months. During this time, former owners can continue residing in their homes, paying a monthly rent of 0.5% based on the property's value. This rental fee accumulates, equating to an average total of R$60,000 over the year.

Once the rental period concludes, homeowners can either repurchase their properties at the original sale price or allow Rooftop to sell them to other buyers. If the latter option is chosen and the market price increases, the former owner is entitled to receive the difference, providing them with potential financial benefits beyond the initial sale.

This model presents a compelling alternative to conventional real estate transactions. Gava notes that HomeCash effectively decentralizes banking power, enabling customers to obtain liquidity swiftly without the burdensome requirements of proving creditworthiness or income.

Strategic Partnerships and Market Positioning

Rooftop, targeting high-end residential properties valued between R$1 million and R$7 million, plans to allocate R$8 to R$10 million monthly for property acquisitions through the newly raised funds. The company has strategically positioned itself in major urban areas of Brazil's Southeast region and is eyeing expansions in the South, Central-West, and Northeast regions, focusing on cities with populations exceeding 500,000.

The startup is also undergoing a rebranding initiative aimed at enhancing its visibility as a flexible and innovative solution provider for liquidity needs in the real estate market. Gabriella Durbano, Rooftop’s Head of Marketing, emphasizes that the rebranding will clearly communicate the advantages of HomeCash, particularly for those navigating challenges in the traditional market.

In addition to the rebranding, Rooftop has established strategic partnerships, including a collaboration with Itaú, which facilitates customer transitions from financing contracts. Such alliances are vital as Rooftop seeks to increase transaction volumes and market presence.

A Shift in the Real Estate Paradigm

The introduction of HomeCash and the recent investment mark a pivotal shift in the real estate paradigm. With a keen focus on agility and personalized solutions, Rooftop aims to alleviate the financial pressures faced by homeowners and investors alike. The startup positions itself not just as a business seeking profit but as a partner genuinely invested in solving customer problems.

Daniel Gava articulates this commitment, stating, "We are more passionate about our customers’ problems than the result. We don’t just want to make money; we want to deliver a real solution." This philosophy resonates deeply in the current economic climate, where many individuals face financial uncertainties and require innovative solutions to access their assets.

Rooftop's R$100 million investment is a testament to the potential of proptech innovations to transform traditional real estate practices. With the HomeCash product, the company is set to redefine how homeowners access liquidity, challenging the conventional limitations of the real estate market. As Rooftop continues to grow and adapt to the needs of its customers, it stands poised to become a significant player in Brazil’s evolving real estate landscape, offering a much-needed alternative for those seeking quick and effective solutions.