Lots of products solve an emotional need. Here you have people feeling angsty they aren’t buying when they keep hearing “home prices are increasing!!”, but they

Lots of products solve an emotional need. Here you have people feeling angsty they aren’t buying when they keep hearing “home prices are increasing!!”, but they can’t buy today. So here’s a company that says “here rent with us and we will apply some amount toward a home purchase” Also remember that a lot of people DONT consistently invest / save. So a service that invests 7% of their rent for them seems like a good deal, even if the rent is say 10%-20% higher than market