upandup.co
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Up&Up: Owning Rent, Not Just Paying It
A tech-first approach to building wealth through rental equity.
Rent is usually a dead-end expense, but Up&Up is rewriting the rules of the rental market. By allowing tenants to own a share of their home from day one, they’re turning a monthly cost into a wealth-building asset.
"Up&Up isn't selling homes; they're selling a stake in the rental market itself."
The Tenant-Investor Hybrid
Up&Up targets a specific demographic: renters who want equity exposure without the immediate burden of a mortgage. By offering partial ownership with no obligation to buy, they capture the 'renter by choice' market that traditional real estate ignores. Their user base isn't just looking for a roof; they're looking for an asset class.
The Growth Trajectory
With 46 employees and $5.3M in revenue, Up&Up is in the scaling phase. The traffic data reveals a brand-heavy strategy: 47% direct traffic suggests high brand recall, likely driven by word-of-mouth in specific geographic clusters. The 28% organic search share indicates they are capturing intent around 'up and up' keywords, though the global rank (#3.5M) suggests they are still a niche player with massive headroom for growth.
The tech stack reveals a modern, pragmatic approach. They utilize jQuery and Bootstrap for rapid frontend development, paired with Tailwind CSS for styling. Analytics are heavy-hitting with Google Analytics, Hotjar, and Segment, indicating a data-driven culture focused on user behavior and conversion optimization. The reliance on Cloudflare suggests a focus on security and performance, crucial for a fintech-adjacent property model.
- Revenue Model: Likely takes a percentage of equity appreciation or monthly rental premiums.
- Geographic Focus: Traffic is 100% 'undefined' in the data, but keywords like 'Up & Up Inc Pasadena' hint at a Southern California stronghold.
- Leadership: Founder Michael Wong leads a team including COO Needham Hurst, blending property management expertise with tech operations.
The Verdict: A High-Potential Niche Disruptor
Up&Up is capitalizing on the housing affordability crisis with a unique financial instrument. While currently small, their model addresses a massive pain point for the 'missing middle' of homebuyers.
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Stop wasting money on rent | Up&Up
Automatically own part of your rental and build your wealth, with no obligation to buy.
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About upandup.co
Automatically own part of your rental and build your wealth, with no obligation to buy.
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Technology Stack
upandup.co uses 21 technologies across their website including YouTube Embed, Font Awesome, HSTS, and more.
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YouTube Embed
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Font Awesome
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HSTS
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Webflow
CDN
cdnjs, unpkg
Cloud & Hosting
AWS CloudFront, Cloudflare
Traffic & Audience
upandup.co receives approximately 4.8K monthly visitors and ranks #3,566,552 globally. The website has a bounce rate of 35% with visitors viewing an average of 2.2 pages per visit. Users spend an average of 0:26 on the site.
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