Attain Finance

What Attain Finance does

Attain Finance is a multi-brand consumer finance company founded in 1997 and headquartered in the United States, serving near-prime borrowers who require small-dollar credit products. The company operates through three principal consumer brands: Heights Finance in the US and LendDirect and Cash Money in Canada, supported by a network of more than 500 physical branches and digital channels across both countries. It employs approximately 2,400 people and offers personal loans, installment loans, and lines of credit of up to $10,000 and above to credit-constrained consumers who are typically underserved by mainstream banks.

The company's product platform is built around installment lending and revolving credit, with credit decisions and portfolio risk management driven by a proprietary data and analytics stack refined over more than two decades of near-prime origination history. A dedicated Chief Risk and Analytics Officer function, combined with the firm's longstanding regulatory licensure across multiple US states and Canadian provinces, provides the operational scaffolding for credit decisioning, servicing, and collections at scale. The combination of a multi-channel branch footprint and online/mobile origination supports both walk-in and direct-to-consumer customer acquisition.

Attain Finance makes money primarily through net interest income and fee income on its originated loan portfolio, supplemented by servicing economics. The company emerged from Chapter 11 bankruptcy in 2024 (under its former name, Curo Group Holdings LLC) and rebranded to Attain Finance in 2025, while consolidating its US storefronts under the unified Heights Finance brand. Post-restructuring, it has aggressively refinanced and expanded its credit facilities — committing more than $1.7B in aggregate capacity in 2025–2026, including a new C$300M Canadian facility in 2026 — to support renewed originations growth, a new Kentucky call center, and continued multi-brand expansion.

Name

Attain Finance

Legal name

Attain Finance

Website

https://attainfinance.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Attain Finance is a multi-brand consumer finance company serving near-prime borrowers in the US and Canada with personal loans, installment loans, and lines of credit up to $10,000+, distributed through 500+ branches and digital channels under the Heights Finance, LendDirect, and Cash Money brands.

Ownership category

akta.pro rank

Product category

Consumer Lending

NAICS

Other Nondepository Credit Intermediation (52229), Credit Intermediation and Related Activities (522)

SIC

Personal Credit Institutions (6141)

akta.pro industry

PRIMARYFSAKAAAK

Direct-to-Consumer (D2C) Personal Lending Platforms (Unsecured Installment)

Financial & Insurance/Lending & Consumer Finance/Personal Loans (Unsecured Installment)

SECONDARYFSAKAAAH

Emergency & Short-Term Installment Personal Loans (Unsecured)

Financial & Insurance/Lending & Consumer Finance/Personal Loans (Unsecured Installment)

Keywords

• Consumer lending services
• Personal installment loans
• Near-prime credit
• Branch-based lending
• Consumer credit lines

Headquarters

HQ city

California

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Consumer Lending: Attain Finance provides personal loans including secured and unsecured installment loans and lines of credit up to $10,000 or more. Revenue is generated through interest and fees on loans extended to consumers in the near-prime credit segment.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels2 records

Core offering

Attain Finance is a consumer credit lender that offers secured and unsecured installment loans, lines of credit, and auto loans up to $10,000 or more to everyday consumers in the U.S. and Canada. Products are delivered through over 500 physical branches and digital lending channels under multiple brands including Heights Finance (U.S.), LendDirect and Cash Money (Canada).

Product overview

Attain Finance is a diversified consumer finance company operating a platform of lending products across the United States and Canada. The company offers a portfolio of consumer credit solutions including secured and unsecured installment loans, lines of credit, and auto loans through multiple brands. In the U.S., the company operates through Heights Finance (branch-based direct lending for near-prime consumers). In Canada, operations span LendDirect (flexible lines of credit and secured loans via branches and online) and Cash Money (short-term online loans). Products are delivered through both branch-based and digital lending channels, serving everyday consumers across North America with personalized credit solutions.

Differentiator

Problem solved

Functional benefit

Brands

• Heights Finance: Direct lending: installment loans and auto loans offered in branches across the U.S. serving unique segments of the near prime credit spectrum.
• Cash Money
• LendDirect

Products and services

• Heights Finance (U.S. Direct Lending) U.S. direct lending brand offering installment loans and auto loans in branches across the United States, serving unique segments of the near-prime credit spectrum.
• LendDirect (Canadian Direct Lending) Canadian brand offering flexible lines of credit and secured loans through branches and online across a majority of Canadian provinces, with product availability varying by province and channel.
• Cash Money (Canadian Online Lending) Canadian brand offering short-term loans exclusively online to Canadian consumers.
• Personal Loans (Secured and Unsecured) Various secured and unsecured installment loans and lines of credit up to $10,000 or more, offered through branch-based and digital lending channels in the U.S. and Canada to near-prime consumers.

Named customers1 record

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators4 records

Recent moves13 records

Expansion highlights5 records

Market position

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries4 records

Funding overview

Funding rounds4 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 Attain Finance