LoanMart
LoanMart, operated by Wheels Financial Group, LLC, is an online U.S. title-secured lender founded in 2002 that serves subprime and near-prime retail borrowers across 30+ states with vehicle-collateralized loans of $750-$50,000, funded via direct deposit, check, or MoneyGram pickup.
- Company typePrivate
- Founded2002
- HeadquartersVan Nuys, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What LoanMart does
LoanMart, operated by Wheels Financial Group, LLC (dba LoanMart, 1-800LoanMart, WFG, needcashnow.com, Retainer Funding Services, Funeral Funding Services), is a Van Nuys, California-based online title-secured lender founded in 2002. The company extends vehicle-collateralized loans to subprime and near-prime U.S. consumers who cannot readily access traditional bank credit — including borrowers with poor or no credit, non-traditional income (gig, freelance, pension, rental), no bank account, or no SSN. Loan amounts range from $750 to $50,000 with terms up to 36 months and APRs of roughly 80%-209% depending on state, with origination fees (e.g., 5% in Utah, $100 in Missouri) and additional fee income from late and returned-payment charges.
The core product is a car title loan where borrowers pledge vehicle equity while retaining use of the car. Underlying technology is an online-first origination stack: a web application for pre-qualification and document upload, a virtual vehicle-inspection flow accepting smartphone photos, native iOS and Android apps for account servicing, and an online customer portal for payments and statements. Funding is delivered via direct deposit, mailed check, or pickup at participating MoneyGram locations. Reach extends across 30+ U.S. states and 1,300+ metropolitan areas, with explicit state-specific landing pages and SEO-driven acquisition; multi-state licensure (CFL, Alabama, Arizona, Missouri, New Mexico, South Carolina, Utah) plus NMLS ID 1442517 underwrite the regulatory perimeter. Customer support is delivered 7 days a week by phone and through a multi-channel digital marketing footprint that includes SEO, content/financial-education publishing, social (Facebook, X, YouTube, Threads), the OLA trade seal, and verified ConsumerAffairs testimonials. The company reports having served 300,000+ customers since inception and operates with 251-500 employees.
LoanMart firmographics
Firmographics- Name
- LoanMart
- Legal name
- Wheels Financial Group, LLC
- Website
- https://800loanmart.com
- Company type
- Private
- Founded year
- 2002
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- LoanMart, operated by Wheels Financial Group, LLC, is an online U.S. title-secured lender founded in 2002 that serves subprime and near-prime retail borrowers across 30+ states with vehicle-collateralized loans of $750-$50,000, funded via direct deposit, check, or MoneyGram pickup.
- Ownership category
- akta.pro rank
LoanMart industry classification
Industry- Product category
- Consumer Title Lending
- NAICS
- Sales Financing (522220)
- SIC
- Personal Credit Institutions (6141)
- akta.pro primary industry
- Auto Title Loans (FSAKALAB)
- akta.pro secondary industries
- Title Loans (Vehicle-Backed Short-Term Credit) (FSAKAMAD), Auto Loan Servicing & Collections (FSAKADAK)
Keywords
Where LoanMart is headquartered
LocationHeadquarters
- HQ city
- Van Nuys
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
LoanMart business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Title Loan Interest and Fees: LoanMart generates revenue through interest charges and fees on title-secured loans. The company charges origination fees (5% in Utah, $100 in Missouri) and earns interest on loan balances. APR ranges from 80%-204% in Utah and 90%-209% in Missouri. Loan amounts range from $750 to $50,000 with terms up to 36 months. The company also charges late fees (5% of payment or $15 minimum in Missouri) and returned payment fees ($25).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Monthly | Utah Title Loans - APR 80%-204% |
| Unit Pricing | Monthly | Missouri Title Loans - APR 90%-209% |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels7 records
LoanMart product offering
Product offeringCore offering
LoanMart, operated by Wheels Financial Group, LLC, is a direct-to-consumer lender specializing in vehicle title-secured loans. The company provides car title loans, online title loans, auto equity loans, title pawns, and title loan refinancing products, allowing customers to borrow against the equity in their vehicles and continue driving during the loan term.
Product overview
LoanMart, operated by Wheels Financial Group, LLC and doing business as LoanMart, is a California-based online title lending platform offering a suite of vehicle-secured loan products. The core offering is car title loans, where borrowers pledge their vehicle title as collateral to access cash while retaining use of the vehicle. The platform operates primarily through a fully online application and approval process, supplemented by a mobile app for iOS and Android, allowing borrowers to apply, submit documents, and manage their accounts digitally without visiting a physical store. The product portfolio centers on the Car Title Loans core product, with online-specific variants (Online Title Loans), collateral variations (Auto Equity Loans, Title Pawns), refinancing options (Title Loan Refinance), financial tools (Title Loan Calculator), and specialized sub-products addressing non-traditional borrower segments including those with bad credit, no income documentation, no bank account, or no SSN. Emergency cash loans round out the offering for urgent financial needs. Fund disbursement is available via direct deposit, mailed check, or pickup at participating MoneyGram locations, while payment options include phone, automatic bank withdrawal, online portal, and in-app.
Differentiator
Problem solved
Functional benefit
Products and services
- Car Title Loans Secured loans in which borrowers use their vehicle title as collateral to obtain cash, while retaining the ability to drive the vehicle during the repayment period. Targeted at individual consumers who own a vehicle and need fast access to funds.
- Online Title Loans A direct-to-consumer online channel for obtaining a vehicle title-secured loan, allowing applicants to apply, get approved, and receive funds digitally.
- Auto Equity Loans Loans underwritten against the equity built up in a borrower's vehicle, providing funding based on the value of the car rather than the borrower's credit profile.
- Title Loan Refinance Refinancing of an existing vehicle title loan from another lender or previous LoanMart loan, generally to lower the interest rate, reduce monthly payments, or adjust the loan term.
- Title Pawns Short-term, vehicle-title-secured pawn transactions offered to consumers in markets where title pawns are a permitted lending structure.
Quantifiable outcome
- Over 300,000 customers helped since 2002
- +3 more outcomes
Companies that use LoanMart
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles1 record
LoanMart technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
LoanMart partnerships and signals
Strategic signalScale indicators4 records
Recent moves6 records
Expansion highlights6 records
LoanMart competitors and assessment
Company assessmentDirect peers
- TitleMax: TitleMax is the largest U.S. title-lending brand, offering vehicle title-secured loans across roughly a dozen states. It is the most direct comparable to LoanMart in product, customer segment, and revenue model, with the key difference being a primarily retail-store distribution model rather than LoanMart's online-first approach.
- TMX Finance: TMX Finance is the parent of TitleMax and TitleBucks, operating one of the largest U.S. title and pawn lending footprints. It is directly comparable in core product, customer base (subprime, alternative-income), and regulatory exposure.
- Speedy Cash: Speedy Cash offers both title-secured loans and short-term payday credit across multiple U.S. states and Canada. It overlaps with LoanMart in vehicle title lending, subprime targeting, and multi-channel distribution (online plus retail).
- Check Into Cash: Check Into Cash is a multi-state payday and title lender serving subprime consumers via retail and online channels. Directly comparable in customer segment, product type, and state-by-state licensing footprint.
- Advance America: Advance America operates one of the largest U.S. storefront networks for payday, title, and installment loans. Comparable to LoanMart in subprime customer focus, vehicle-secured lending product, and multi-state licensing model.
- World Finance: World Acceptance (World Finance) is a publicly traded subprime installment lender with a strong physical branch presence. Comparable to LoanMart in underwriting non-prime borrowers and using collateralized consumer credit products.
- Mariner Finance: Mariner Finance is a large subprime consumer lender offering secured (including auto-secured) and unsecured installment loans. Directly comparable in serving credit-challenged borrowers with vehicle-collateralized products.
- 1st Franklin Financial: 1st Franklin Financial, part of FB Financial Corporation's consumer lending arm, originates installment and vehicle-secured loans to subprime borrowers across the Southeast and Midwest. Comparable in product mix, customer profile, and branch-plus-online distribution.
Broad incumbents
- OneMain Financial: OneMain Financial is the largest U.S. installment lender to non-prime consumers, offering secured and unsecured personal loans. While not a pure title lender, it overlaps in the subprime, collateral-based consumer credit category and represents a broader incumbent peer.
Emerging players
- Regional Management Corp. Regional Management is a publicly traded consumer finance company offering small-dollar installment and auto-secured loans through branch and digital channels. Comparable to LoanMart in subprime, vehicle-collateralized lending, though smaller in scale and footprint.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
LoanMart social profiles
Digital presenceLoanMart financial estimates
Financial estimateRevenue estimate
Valuation estimate
LoanMart leadership team
Management profileNumber of profiles
Profiles5 records
LoanMart funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
LoanMart 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 LoanMart
What does LoanMart do?
LoanMart, operated by Wheels Financial Group, LLC, is a direct-to-consumer lender specializing in vehicle title-secured loans. The company provides car title loans, online title loans, auto equity loans, title pawns, and title loan refinancing products, allowing customers to borrow against the equity in their vehicles and continue driving during the loan term.
Is LoanMart a public or private company?
LoanMart is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was LoanMart founded?
LoanMart was founded in 2002. It employs 1 to 10 people.
Where is LoanMart based?
LoanMart is headquartered in Van Nuys, United States, in the North America region.
How does LoanMart make money?
One revenue line is on record: title Loan Interest and Fees.
Who are LoanMart's main competitors?
Direct peers on record are TitleMax, TMX Finance, Speedy Cash, Check Into Cash, Advance America, World Finance, Mariner Finance and 1st Franklin Financial. OneMain Financial is listed as a broad incumbent. Regional Management Corp. is listed as an emerging player.
Does LoanMart have an API?
No public API is recorded for LoanMart.
What industry is LoanMart in?
LoanMart's product category is Consumer Title Lending. Its primary akta.pro industry code is FSAKALAB, Auto Title Loans, with a secondary code of FSAKAMAD, Title Loans (Vehicle-Backed Short-Term Credit). Its NAICS code is 522220 and its SIC code is 6141.