Question · Q4 2025
Thomas Forte asked how the company determines whether to work with a strategic partner or own and operate an asset across its three pillars, noting Pillar 1 is largely owned while Pillars 2 and 3 appear to be more partnerships or combinations. He also requested a vision for the home operating system and the home OS.
Answer
Executive Chairman and CEO Marcus Lemonis explained that Pillar 1 is mostly owned, with some licensing opportunities. For Pillar 2, the company partners when there's significant regulatory complexity or balance sheet risk, preferring to be an origination machine earning commissions and fees without inventory or capital requirements. In Pillar 3, the company aims to own as much as possible, including home services and installation, due to "explosive" margins and the opportunity to control the customer journey and upsell. For the home operating system, Lemonis described it as a "wrapper" around the ecosystem, focusing on a blockchain-based real estate ledger for durable digital records of the homeowner and home asset (title, deed, insurance, maintenance), aiming to launch in partnership in 2027.
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