Flipping the Script on Home Loans
For Adam Joyce and Matt Williams, navigating the home loan process was more than frustrating - it was a wake-up call.
“The idea for Anteup was born out of frustration with dealing with brokers and trying to go direct to multiple banks,” Adam explains. “We wanted to flip the home loan process on its head and give borrowers the power to choose the best deal for them.”
Anteup does exactly that. It’s a reverse marketplace where banks engage with borrowers, giving choice, transparency, and control. Borrowers complete a fully online application, linking their bank accounts or uploading statements, then receive quick indications of rates and terms from multiple lenders. From there, they can shortlist up to three banks for final confirmation, a process Adam describes as “like Builder’s Crack but for Home Loans.”
More Than a Comparison Site
Anteup isn’t just another comparison tool. Matt explains, “Our platform is more dynamic than typical comparison sites. Banks can engage with specific deals, and borrowers get to make informed choices. It’s transparent, efficient, and gives everyone more control.”
The platform also benefits banks, offering significantly better commission rates than traditional brokers while enhancing the direct connection between the Borrower and Lender, creating a win-win for both sides of the marketplace.
From Frustration to First Steps
Launching Anteup wasn’t simple. They built the product before fully validating the market, but guidance from the Ministry of Awesome’s Founder Catalyst programme helped set them on the right path.
“Zach, our first Entrepreneur-in-Residence, pushed us hard on customer discovery and setting direction when we were feeling lost,” Adam recalls. Later, Alex Cappy provided strategies on engaging banks effectively, turning early frustration into traction.
Adam Joyce
Anteup - Co-Founder
Matt Williams
Anteup - Co-Founder
Alex Cappy
MoA - Entrepreneur-in-residence
Zach Warder Gabaldon
MoA - Chief Innovation Officer
A Lean Team with Big Ambitions
The Anteup core team is small: Adam and Matt as co-founders, supported by a shareholder developer and a contractor developer. Beyond the team, Anteup began with a friends and family raise. Matt explains, “We have a monthly stakeholder meeting with them for those who want to attend, to keep us accountable and get a difference of opinion. Our support network has been invaluable.”
Balancing Acts and Momentum
Juggling startup life with full-time careers and family commitments has tested the founders. Adam runs an aviation tourism and family wine business, while Matt manages engineering for a high-tech sorting company. Yet, despite the challenges, they’ve built momentum.
With the platform in place, the immediate focus is onboarding banks to make Anteup fully operational. Bringing brokers onto the platform adds another vertical and demonstrates value to lenders. Interestingly, Tier 1 banks have been more responsive than expected, surpassing the smaller banks.
Setting Sights on Global Markets
Once New Zealand is solidified, Anteup’s sights are set on Australia, a market four times the size of their home turf. Beyond that, the UK and other markets are on the radar.
“The problem we’re solving is simple - 90% of customers want the best deal, but no one wants to negotiate for it. Anteup facilitates that negotiation through a competitive offer system, delivering value to both customers and banks,” Matt says.
Turning Frustration into Innovation
Anteup’s journey highlights persistence, ecosystem support, and founder resilience. With guidance from Founder Catalyst, Stellar Startups, friends and family, and their own resourcefulness, Adam and Matt have turned personal frustration into a solution that empowers borrowers, reduces friction, and redefines an entrenched industry.
As Anteup prepares to launch and expand, one thing is clear: this is just the beginning. By flipping the traditional home loan model and creating a competitive, transparent marketplace, Anteup has the potential to transform not just the way Kiwis secure loans, but how the world thinks about home finance.