DigniFi
DigniFi is a fintech platform that connects vehicle owners with point-of-sale financing for auto repairs, upgrades, and related services through a network of 1,800+ auto, powersports, and RV dealer partners, offering installment loans and revolving credit.
- Company typePrivate
- Founded2015
- HeadquartersBellevue, United States
- Headcount51–100
- GTM typeB2B and B2C
- OfferingSoftware
What DigniFi does
DigniFi operates a digital lending platform that connects vehicle owners with point-of-sale financing for automotive repairs, upgrades, and related services. Founded in 2015 as Confident Financial Solutions (rebranded to DigniFi in January 2019), the Bellevue, Washington-based fintech serves three primary verticals: automotive dealerships, powersports dealerships, and RV dealerships and service centers. The platform enables dealers to offer financing at checkout via dealer-specific QR codes, co-branded landing pages, and a partner portal supported by dedicated account managers; consumers prequalify in minutes through a contactless, mobile-first flow that does not impact their credit score.
The platform is anchored by two credit products. RoadWay is an installment loan product ($350–$7,500 principal, 12–36 month terms, 90-day interest waiver if paid in full on time, ~4% origination fee) targeted at single repair or upgrade transactions. ExpressWay is a revolving credit card issued by WebBank that can be used across all five dealership profit centers—F&I, sales, parts & accessories, service, and collision—with a 6-month deferred interest promotion on purchases of $350 or more and APRs of 27.99%-36.00%. All credit products are originated by WebBank, a Utah-chartered, FDIC-insured bank, while DigniFi itself operates under NMLS ID #1274329 with state lending and collection licenses across more than 20 states. Identity verification is performed via Mitek Systems biometric comparison, and consumer financial data is aggregated through Plaid and Flinks.
DigniFi generates revenue from dealer transaction and membership fees, 3-4% loan origination fees, interest income on consumer loans (APR 13.99%-36.00%), and recurring ExpressWay account fees (up to $79 annual fee, late and returned payment fees up to $41). As of mid-2024, the platform had facilitated approximately $475 million in transactions across 1,800+ small business dealer partners. Capital partners include BuildGroup, Exor Seeds, Neuberger Berman Private Equity, Encina Lender Finance ($150M credit facility), and Brigade Capital Management ($25M debt); DigniFi had raised roughly $14M in Series A equity in 2020 plus over $289M in debt/credit facility capacity as of 2024. The company employs 51-100 people and has continued adding executive bench depth through 2025, including a new CFO and Chief Credit Risk Officer.
DigniFi firmographics
Firmographics- Name
- DigniFi
- Legal name
- DigniFi Tech Inc.
- Website
- https://dignifi.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- DigniFi is a fintech platform that connects vehicle owners with point-of-sale financing for auto repairs, upgrades, and related services through a network of 1,800+ auto, powersports, and RV dealer partners, offering installment loans and revolving credit.
- Ownership category
- akta.pro rank
DigniFi industry classification
Industry- Product category
- Consumer Auto Finance
- NAICS
- Sales Financing (52222), Mortgage and Nonmortgage Loan Brokers (52231), Sales Financing (522220)
- SIC
- Loan Brokers (6163)
- akta.pro primary industry
- Vertical-Specific POS Financing (e.g., Healthcare, Auto, Home Improvement) (FSAGAIAK)
- akta.pro secondary industries
- Vehicle Protection & Add-on Product Financing (Warranties, GAP, Service Plans) (FSAKADAL), Auto & Vehicle Loan Brokerage (FSAEAEAK)
Keywords
Where DigniFi is headquartered
LocationHeadquarters
- HQ city
- Bellevue
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
DigniFi business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Others
Revenue model
- Loan Origination Fees (from dealers): DigniFi charges dealers transaction fees and membership fees for using the platform. Fees are withheld from funding amounts disbursed to dealers.
- Interest Income from Consumers: Interest charges on loans to consumers. APR ranges from 13.99% to 36.00%. Interest is waived if loan is paid in full within promotional periods (90 days for RoadWay, 6 months for ExpressWay).
- Annual Fees (ExpressWay): Annual fee of up to $79 for ExpressWay credit card accounts. Late payment fees up to $41 and returned payment fees up to $41.
- Processing Fees: Origination fees of 3-4% on loans. Additional fees include $99 per Vehicle Service Contract financed.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Monthly | RoadWay Installment Loans - 90 days interest waived |
| Transaction based/ take rate | Monthly | ExpressWay Revolving Credit - 6 months deferred interest |
| Other | Monthly | Late/Returned Payment Fees |
| Subscription | Monthly | Dealer Membership and Transaction Fees |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels6 records
DigniFi product offering
Product offeringCore offering
DigniFi operates an inclusive point-of-sale financing marketplace that connects vehicle-owning consumers with WebBank (the lender of record) to fund automotive repairs, maintenance, parts and accessories, warranties, collision work, and negative equity assistance. The platform offers two credit products — RoadWay installment loans ($350-$7,500, 12-36 months) and ExpressWay revolving credit lines — distributed exclusively through dealer and service center partners in the automotive, powersports, and RV verticals.
Product overview
DigniFi is a fintech company operating a unified financing platform that offers two primary credit products: RoadWay Installment Loans and ExpressWay Revolver Line of Credit. RoadWay provides fixed-term installment loans ($350-$7,500, 12-36 months) with 90-day interest waiver for vehicle repairs, upgrades, and accessories. ExpressWay offers a WebBank-issued revolving credit card usable across all dealership profit centers with 6-month deferred interest promotions. Both products serve the automotive, powersport, and RV industries, enabling dealers to offer point-of-sale financing for repairs, maintenance, warranties, collision work, and negative equity assistance. The platform connects consumers with lenders through an instant online decision system powered by advanced automotive analytics, with all credit products originated by WebBank.
Differentiator
Problem solved
Functional benefit
Brands
- ExpressWay: A revolving credit line and credit card that customers can use across all profit centers of the dealership for auto repairs, upgrades, accessories, and trade-ins. Features 6 months of deferred interest.
- RoadWay
Products and services
- RoadWay Installment Loans Installment loan product that provides financing from $350 to $7,500 for vehicle repairs, upgrades, maintenance, and accessories. Offers 12-36 month repayment terms with 90 days of interest waived if paid in full on time, and a 4% origination fee. Available to consumers at point-of-sale through DigniFi's dealer partners in the automotive, powersports, and RV verticals.
- ExpressWay Revolver Line of Credit Revolving credit card product issued by WebBank that customers can use across all five profit centers of the dealership: F&I, sales, parts & accessories, service, and collision. Features 6-month deferred interest on purchases of $350 or more, with APR ranging from 27.99% to 36.00% and an annual fee of $0-$79.
- DigniFi Financing Platform Fintech platform that enables auto dealers and small businesses to offer point-of-sale financing to consumers for vehicle repairs, parts, accessories, maintenance, warranties, and insurance deductibles. Includes customer prequalification, loan document e-signing, and a dealer dashboard for transaction management.
- Automotive Financing Financing solutions specifically designed for automotive dealerships covering repair financing, prepaid maintenance packages, extended warranties, negative equity assistance, and parts & accessories purchases. Distributed through DigniFi's network of auto dealer partners.
- Powersport Financing Financing solutions for powersport dealerships enabling customers to finance repairs, upgrades, and accessories for motorcycles, ATVs, and other powersport vehicles.
- RV Financing Financing solutions for RV dealerships and service centers, providing customers access to financing for repairs, maintenance, and accessories for recreational vehicles.
Quantifiable outcome
- 18x ROI demonstrated at five auto and powersports dealerships in DigniFi ExpressWay study
- +2 more outcomes
Companies that use DigniFi
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles3 records
DigniFi technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
AI capability3 records
Feature4 records
DigniFi partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered strategic.
- Dealer Pay, LLCstrategicStrategic partnership with Dealer Pay, LLC, a cutting-edge payments and point-of-sale solutions provider for dealerships. Aims to revolutionize automotive financing landscape with proven payments technologies, bringing convenience, transparency, and enhanced customer experiences.
- AutoNation / TR Wholesale SolutionsstrategicDigniFi financing options available through TR Wholesale Solutions' digital tire shopping platform, where AutoNation customers can get quick approval and choose among flexible payment schedules.
Scale indicators8 records
Recent moves9 records
Expansion highlights6 records
DigniFi competitors and assessment
Company assessmentDirect peers
- Sunbit: Sunbit is a point-of-sale financing platform focused on auto repair, dental, and other service verticals. It is DigniFi's closest direct competitor, offering similar installment-style financing at the dealership/service counter with merchant-side integration.
- PayTomorrow: PayTomorrow offers point-of-sale financing for auto repair, tires, and service centers, targeting similar near-prime and subprime borrower segments. Direct overlap with DigniFi in dealer-channel POS lending for vehicle service.
- Snap Finance: Snap Finance provides lease-to-own and financing solutions for credit-challenged consumers across auto repair, tires, furniture, and healthcare. It overlaps directly with DigniFi's RoadWay product for subprime auto repair customers.
Broad incumbents
- Westlake Financial: Westlake is a large subprime auto lender serving franchised and independent dealers nationwide. While primarily focused on new/used vehicle purchase financing, its dealer relationships and subprime underwriting expertise make it a tangential peer and potential competitor for repair financing wallet.
- Synchrony Financial: Synchrony is a major consumer finance company with a CarCare revolving credit product usable at auto service locations, directly competing with DigniFi's ExpressWay. As a Fortune 200 incumbent, it operates at vastly greater scale but less specialized in repair-only financing.
Emerging players
- Carmoola: Carmoola is an emerging auto fintech offering point-of-sale financing for vehicle purchases with a digital, soft-credit-check application flow. Its auto-only focus and dealer-channel distribution mirror DigniFi's go-to-market, though it focuses on purchase rather than repair financing.
- Lendbuzz: Lendbuzz uses AI-driven underwriting to offer auto financing for credit-unconventional borrowers, primarily at new-car dealerships. While more focused on vehicle purchase (not repair), its AI-led approach to thin-file underwriting is directly comparable to DigniFi's evolving credit model.
- Klarna: Klarna is a major global BNPL provider moving aggressively into in-store and vertical-specific POS financing. While not auto-repair focused today, its merchant expansion strategy places it on a collision course with DigniFi's POS financing model.
- Affirm: Affirm is a leading BNPL platform that has expanded into auto (Affirm Auto) and merchant-financed categories. It competes with DigniFi at point-of-sale but is significantly broader and better-capitalized, lacking the auto-repair specialization.
Others
- RouteOne: RouteOne is a leading dealer F&I platform connecting dealers with lenders for credit application processing. While not a direct lender, it sits in the dealer technology stack where DigniFi competes for financing decisions and is a complementary/competitive ecosystem participant.
Market position
Strengths1 record
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights8 records
Customer concentration
DigniFi social profiles
Digital presenceDigniFi compliance and trust
Trust signalCompliance4 records
DigniFi financial estimates
Financial estimateRevenue estimate
Valuation estimate
DigniFi leadership team
Management profileNumber of profiles
Profiles7 records
DigniFi subsidiaries and ownership
Company hierarchySubsidiaries4 records
DigniFi funding detail
Funding detailFunding overview
Funding rounds4 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
DigniFi M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about DigniFi
What does DigniFi do?
DigniFi operates an inclusive point-of-sale financing marketplace that connects vehicle-owning consumers with WebBank (the lender of record) to fund automotive repairs, maintenance, parts and accessories, warranties, collision work, and negative equity assistance. The platform offers two credit products — RoadWay installment loans ($350-$7,500, 12-36 months) and ExpressWay revolving credit lines — distributed exclusively through dealer and service center partners in the automotive, powersports, and RV verticals.
Is DigniFi a public or private company?
DigniFi is a private company. It is classified as venture growth investor backed and is currently operating.
When was DigniFi founded?
DigniFi was founded in 2015. It employs 51 to 100 people.
Where is DigniFi based?
DigniFi is headquartered in Bellevue, United States, in the North America region.
How does DigniFi make money?
Four revenue lines are on record. Loan Origination Fees (from dealers) is the primary driver. The others are interest Income from Consumers, annual Fees (ExpressWay) and processing Fees.
Who are DigniFi's main competitors?
Direct peers on record are Sunbit, PayTomorrow and Snap Finance. Broad incumbents are Westlake Financial and Synchrony Financial. Emerging players are Carmoola, Lendbuzz, Klarna and Affirm. RouteOne is listed as an others.
Does DigniFi have an API?
No public API is recorded for DigniFi.
What industry is DigniFi in?
DigniFi's product category is Consumer Auto Finance. Its primary akta.pro industry code is FSAGAIAK, Vertical-Specific POS Financing (e.g., Healthcare, Auto, Home Improvement), with a secondary code of FSAKADAL, Vehicle Protection & Add-on Product Financing (Warranties, GAP, Service Plans). Its NAICS code is 52222 and its SIC code is 6163.