Healthcare Finance Direct

What Healthcare Finance Direct does

Healthcare Finance Direct (HFD) is a Bakersfield, California-based fintech company founded in 2009 that operates an end-to-end patient financing platform serving healthcare providers across the United States and Canada. The platform enables dental, orthodontic, MedSpa/aesthetic, audiology, vision, and veterinary practices to offer pay-over-time financing to patients regardless of credit profile, with the company reporting 99%+ approval rates, full treatment coverage up to $35,000, and 17,000+ providers, 1.8M+ patients, and $3B+ in cumulative financed treatments. Its technical core is a proprietary credit assessment algorithm that uses soft credit checks only and evaluates factors beyond traditional credit scores to approve and structure loan products with terms up to 84 months.

HFD's product surface includes a Patient Financing Platform, specialized vertical solutions (Dental Financing, MedSpa Patient Financing, Invisalign Financing), a Patient Payment Portal, and a Provider Integration API that supports white-label, webhook, and sandbox integrations for technology partners. The company distributes through direct enterprise field sales to large dental service organizations (DSOs), embedded/OEM integrations with practice management platforms (Rectangle Health, CredCompare, Wellfit Technologies), and a self-serve provider portal.

The business model blends three revenue streams: (1) transaction/merchant fees paid by providers on each financed transaction, (2) interest income on patient payment plans, and (3) per-payment service fees collected throughout the repayment period. Funding for origination comes from senior debt facilities, including a $60M facility from Bastion Management (March 2024) and a $175M facility from KeyBank and MA Financial Group (September 2025). The company is privately held, was acquired by the Johnson family in 2016, and is led by CEO Tyler Johnson.

Name

Healthcare Finance Direct

Legal name

Healthcare Finance Direct, LLC

Website

https://gohfd.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

101–250 employees

Short description

Healthcare Finance Direct (HFD) is a fintech platform providing patient financing to dental, MedSpa, orthodontic, audiology, vision, and veterinary providers across the US and Canada, using proprietary credit algorithms to deliver 99%+ approval rates to 17,000+ providers and 1.8M+ patients.

Ownership category

akta.pro rank

Product category

Patient Financing

NAICS

Sales Financing (52222), Activities Related to Credit Intermediation (5223)

SIC

Hospital & Medical Service Plans (6324), Miscellaneous Business Credit Institution (6159), Services-Health Services (8000)

akta.pro primary industry

Healthcare & Medical POS Financing (FSAKAFAI)

akta.pro secondary industries

Medical & Healthcare Personal Loans (Unsecured Installment) (FSAKAAAF), Patient Financial Engagement (Estimates, Billing Presentment, Payments) (HLACAEAI), Healthcare Payouts (Payers-to-Providers, Patient Refunds) (FSAMAKAK)

Keywords

• Patient financing
• Healthcare lending
• Dental financing
• Credit decisioning
• Lending platform

Headquarters

HQ city

Bakersfield

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Transaction/Merchant Fees: Providers pay competitive merchant fees for each financed transaction. HFD provides full payment upfront to providers within 2-3 business days while managing patient repayment over time.
2. Interest Income: HFD collects interest on patient payment plans. Interest rates are set below credit card levels and are uniform across customer segments. Patients receive multiple loan options balancing down payments, payment terms, and interest rates.
3. Service Fees: HFD collects a service fee on each payment collected from patients throughout the repayment period.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Healthcare Finance Direct operates a proprietary patient financing platform that allows healthcare providers to offer pay-over-time loans to patients for elective procedures. The platform performs soft-pull credit assessment, approves 99%+ of applicants, funds providers within 2–3 business days, and manages full loan servicing and collections. It serves dental, orthodontic, MedSpa, audiology, vision, and veterinary practices via direct integrations and partner channels, with a Patient Payment Portal for borrowers.

Product overview

HFD operates as a unified fintech platform offering patient financing solutions across multiple healthcare verticals. The core product is a proprietary patient financing platform that provides 99%+ approval rates and covers full treatment costs up to $35,000. The platform serves dental, MedSpa, audiology, vision, and veterinary practices through a single integration point. Specialized offerings include dental financing solutions with terms up to 84 months, MedSpa patient financing, and an Invisalign financing sub-brand through the Align Technology partnership. The Provider Integration API enables enterprise partners to embed HFD's financing capabilities into their platforms via origination and servicing APIs with white labeling support. Patient-facing features include an online payment portal for account management and flexible payment options. Higher-tier financing products (General Dentistry Lending up to $5,000, General Dentistry Hi-Line $5,000-$25,000) are offered through the Wellfit partnership to serve patients across the credit spectrum.

Differentiator

Problem solved

Functional benefit

Products and services

• Patient Financing Platform End-to-end patient financing platform that enables healthcare providers to offer pay-over-time loans covering the full cost of elective treatment. Uses a soft-pull credit assessment model to approve 99%+ of applicants, funds providers within 2-3 business days, and manages the full loan lifecycle including servicing and collections. Designed for dental, orthodontic, MedSpa, audiology, vision, and veterinary providers with terms up to 84 months and financing up to $35,000.
• Dental Financing Solutions Specialized patient financing for dental practices covering general dentistry, cosmetic dentistry, implants, orthodontics, and Invisalign. Provides 99%+ approval rates, terms up to 84 months, financing up to $35,000, 0% APR options for qualified patients, and no provider setup fee.
• MedSpa Patient Financing Patient financing for aesthetic and MedSpa practices covering injectables (Botox, fillers), body contouring, laser treatments, skin rejuvenation, hair restoration, and multi-treatment aesthetic packages. Delivers high approval rates and flexible terms to support patient commitment to elective procedures. Anchor partners include LaserAway and Milan Laser.
• Provider Integration API Origination and servicing APIs that allow enterprise providers and technology partners to embed HFD patient financing directly into their platforms. Includes white-label capabilities for branded borrower experiences, webhook notifications for system-of-record updates, sandbox environments for testing, and dedicated integration support.
• Invisalign Financing Preferred financing partner program for Align Technology that provides exclusive pricing for Invisalign-certified providers and near-100% patient-financing approvals for Invisalign clear-aligner treatment.
• General Dentistry Lending General Dentistry Lending product offered through the Wellfit Technologies reseller partnership, providing approvals up to $5,000 for nearly all applicants to expand financing coverage across the credit spectrum.
• General Dentistry Hi-Line Higher-tier General Dentistry Hi-Line financing product offered through the Wellfit Technologies reseller partnership, providing loans from $5,000 up to $25,000 based on credit rating.
• Patient Payment Portal Online portal that allows patients to manage their HFD loan accounts, make payments, select payment dates, receive payment reminders, and view financing offers with transparent terms.

Quantifiable outcome

• 25% increase in treatment acceptance for West Coast Dental Group
• +5 more outcomes

Named customers20 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability1 record

Feature3 records

Partnerships

Three partnerships are on record, tiered flagship and core.

• Align Technology (Invisalign)flagshipStrategic or Co-development Partner · 25 February 2025Preferred Financing Partner status for Invisalign treatment. Exclusive pricing for Invisalign-certified providers. Nearly 100% approval on patient financing applications for Invisalign treatment.
• Wellfit TechnologiescoreStrategic or Co-development Partner · 9 April 2024Healthcare technology platform partnership expanding financing coverage across credit spectrum. Wellfit offers HFD financing through their platform with two tiers: General Dentistry Lending (up to $5,000) and General Dentistry Hi-Line ($5,000-$25,000).
• Rectangle HealthcoreTechnology or Integration · 9 June 2022Integration partnership launching Rectangle Health's Care Now, Pay Later offering. HFD originates loans and manages payments directly with patients through Practice Management Bridge platform. Non-recourse option available.

Scale indicators11 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• CareCredit (Synchrony Financial): CareCredit is the largest healthcare-focused patient financing provider in the US, offering revolving credit and installment plans to patients across dental, vision, veterinary, and elective medical providers. It is HFD's most established direct competitor and serves many of the same enterprise DSO and provider customers.
• Sunbit: Sunbit is a point-of-sale financing platform targeting dental, optical, audiology, and auto repair, offering near-universal approval via soft credit checks. It is HFD's closest direct peer in terms of elective healthcare verticals, BNPL-style mechanics, and DSO enterprise go-to-market.
• Walnut: Walnut is a patient financing and healthcare BNPL provider focused on dental and medical practices, offering soft-pull approvals and provider-funded payments. It competes head-to-head with HFD for SMB and mid-market provider relationships.
• Alphaeon Credit: Alphaeon Credit provides patient financing specifically for elective healthcare including dental, aesthetic, vision, and bariatric procedures, marketed through partnered providers and DSOs. It overlaps directly with HFD's primary dental and MedSpa verticals and similar credit profile of borrowers.
• PatientFi: PatientFi is a patient financing platform for elective procedures including plastic surgery, dermatology, dentistry, and fertility, offering installment plans with high approval rates. It targets many of the same MedSpa and dental practices as HFD.
• United Medical Credit: United Medical Credit is a patient financing broker and lender covering dental, cosmetic surgery, bariatric, fertility, and other elective procedures. It overlaps with HFD's vertical coverage and provider-customer base, particularly in elective healthcare.
• AccessOne: AccessOne is a healthcare patient financing and payment solution provider serving hospitals, health systems, and provider groups with low- and no-interest payment plans. It is a direct peer for healthcare-focused receivables financing.

Broad incumbents

• Affirm: Affirm is a public BNPL provider that has expanded into healthcare, dental, and elective procedure financing through partnerships. While it spans many verticals beyond healthcare, its healthcare push positions it as a broader-incumbent competitor to HFD.
• LendingClub Health Finance: LendingClub is a digital lender that has offered healthcare and patient financing products through partner networks. As a broader consumer lender with healthcare exposure, it represents a scaled-incumbent peer with overlapping patient finance capabilities.

Emerging players

• Rectangle Health: Rectangle Health is a healthcare technology and patient engagement platform whose Practice Management Bridge integrates HFD's financing. While a partner, it also offers competing 'Care Now, Pay Later' workflows and competes for the same provider relationships.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@gohfd
• Facebookfacebook.com/HealthcareFinanceDirect
• LinkedInlinkedin.com/company/healthcare-finance-direct

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles20 records

Funding overview

Funding rounds2 records

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Healthcare Finance Direct