A new partnership is making homeownership an employee benefit

• Key Insight: Learn why employers are adding dedicated homeownership savings as a core financial benefit.
• What's at Stake: Talent retention, regional staffing and housing affordability could reshape total rewards strategies.
• Forward Look: Expect growing employer-funded match pilots, especially in high-cost and healthcare sectors.
  Source: Bullets generated by AI with editorial review

Two companies are teaming up to offer a workplace benefit aimed at helping employees buy their first home.

Foyer, a savings app that acts as a dedicated 401(k) for homeownership, is now being offered as a benefit through AI-powered platform Nayya, a tool that already supports millions of employees through their workplace benefits and financial options.

Under this partnership, Foyer helps employees move from renting to owning by saving for a down payment, improving credit, and handling the homebuying process — all from one app.

"First-time homebuyers have never had to work harder or be more intentional to get into their first home," said Landy Liu, founder and CEO of Foyer. "Partnering with Nayya means employers can finally offer a homeownership benefit alongside retirement and healthcare, meeting this generation where their real financial goals are today."

Employees who become Foyer members can open a dedicated homeownership savings account, set personalized savings goals and earn rewards that can be applied to a down payment. The platform also offers credit monitoring and credit building tools, as well as access to vetted advisors.

Landy recently spoke to Employee Benefit News via email about the new homeownership benefit and how it can compliment existing financial wellness programs. 

How should employers think about positioning a homeownership benefit alongside traditional offerings? 
Homeownership benefits fit naturally alongside 401(k) and health plans as another pillar of long-term financial security. For many employees, buying a first home is as important a milestone as retiring with dignity or managing healthcare costs. A dedicated down payment account is intuitive because it is the "401(k) for homeownership." It gives workers a clear, named place to save and plan for a first home, rather than treating it as just another line item in a checking account. 

What's the employer cost structure here? Are companies subsidizing this benefit or is it employee-paid? 
Today, the benefit is primarily employee-paid, similar to how many voluntary benefits are structured. Employees opt in and fund their own homeownership account. Employers have the flexibility to layer on support, from small, recurring contributions to targeted matches or one-time bonuses tied to tenure or performance. We are starting to see interest in employer matches for homeownership in the same way companies think about 401(k) matches: as a way to reward loyalty without taking on the full cost of the benefit. 

How is this different from just using a savings account or existing first-time homebuyer programs? 
A generic savings account does not give you structure, incentives or guidance, because it is just a place to park cash. A homeownership benefit like Foyer combines a dedicated, FDIC-insured down payment account with goal-setting, rewards, and tools to keep people on track for a purchase. 

First-time homebuyer programs typically show up at the point of transaction, when someone is already under contract or shopping for a mortgage. By then, it is often too late to fix gaps in savings or credit. A homeownership benefit is designed to start years earlier, helping employees save, build credit, understand what they can afford, and prepare for down payment assistance or other programs long before they are making an offer on a home. 

Which types of employers are showing the most interest in offering this benefit?
The strongest interest is coming from employers that value in-office or hybrid work and need people to put down roots in specific locations. In high-cost markets, housing is often the make-or-break factor in whether someone can see a long-term future with a company. We are seeing particular traction in healthcare and manufacturing, where employers are competing for skilled talent.. 

With housing affordability at historic lows, how much impact can an employer benefit realistically have on helping someone buy a home? 
In today's environment, it takes more time, more savings and more careful planning than ever to buy a first home. Employers have long helped workers prepare for long-term goals like retirement. Homeownership is a natural extension of that role. A structured benefit can move someone from "I do not know where to start" to a concrete plan with real numbers and a clear timeline. 

Do you expect this to be a niche perk or something more mainstream? 
We are still in the early innings, but the underlying problem is mainstream. Housing affordability is shaping where people live, where they work, and how long they stay, and that is not a niche issue. Over the last decade we have watched emerging benefits like fertility support and mental health move from experimental to standard in many benefits portfolios. Homeownership has the same potential trajectory because it sits at the intersection of financial wellness, retention, and long-term wealth-building.

What feedback are you hearing from HR leaders who have already implemented this? 
HR leaders consistently highlight the quality of conversations the benefit sparks. When employees start talking about concrete homeownership goals, it changes the tone of engagement and makes benefits feel more relevant to their real lives. It is especially powerful when they see employees actually buy homes and put down roots in their communities. Those stories resonate inside the organization and reinforce loyalty in a way that is hard to replicate with more abstract benefits.