FTC continues investigation of Opendoor’s advertising

The U.S. Federal Trade Commission has been investigating Opendoor’s advertising practices since August 2019, and in September 2021 the company reported that a potential settlement or FTC action is still possible. Details about exactly what the FTC is investigating were not disclosed. As AltFin companies and other brokerage industry participants innovating with newer business models, new messaging, consumer relationships and government scrutiny emerge. The fast-developing industry has many elements in flux now.