The work
grows with the mission.
Framework Homeownership
Service Insights & Strategy
Born out of the 2008 housing crisis, Framework Homeownership works to democratize homeownership with a focus on supporting first time homeowners from communities who have historically been systemically and intentionally excluded from wealth building.
The vision for Framework’s innovative service platform is to deliver home buying, owning, and selling information to support confident, careful decision-making, for sustainable, values-driven, and wealth-building homeownership.
Going Deeper.
Together with Framework’s founder and CEO, SuperDeep saw the opportunity to create a people-centered strategy to help bring the vision of their service product, Keep by Framework, to life.
With the complexity of homeownership, including financial and logistical barriers to entry compounded over the decades, punctuated by the extreme predatory practices in 2008, it was essential that this product and service strategy contribute to positive impact by empowering first time homeowners with expert level knowledge, actionable tips and money-saving tools.
Developing and integrating a community insights-gathering practice was a critical component in creating and maintaining dialogue with the people Framework serves. Over an extended period, close to five years, SuperDeep implemented annual, immersive insights-gathering programs to build connections and deep understanding of ongoing and emerging homeowner needs. These sessions guided a process of organized thinking, resulting in major decisions within the organization’s product development.
Long term engagement with homeowners across the country, presented SuperDeep with extraordinary intelligence and insight to bring homeownership journeys and product opportunities to life. Concurrently, SuperDeep established a knowledge sharing collaboration with Framework, skilling their product and strategy teams in the methodologies of Service Thinking to increase their future capacity to run and integrate people-centered work.
In turn, the Framework product and strategy teams taught SuperDeep about the complexity of homeownership systems, and through their ongoing commitment to running an anti- racist, equity-centered organization, challenged SuperDeep to push their insights approaches to be more equitable and impactful from start to finish.
SuperDeep continues to play a consultative role today to support insights and strategy activation in the organization.
Special Thanks
To the many folks who shared their experiences and stories with us over the years. To the visionary product, service and strategy teams at Framework for challenging systems and embracing change.
