LendingUSA
LendingUSA is a point-of-sale fintech platform providing consumer financing to SMB merchants across niche verticals including healthcare, funeral, pet services, tax resolution, and debt settlement, serving over 10,000 merchants and 150,000 borrowers across the United States.
- Company typePrivate
- Founded2015
- HeadquartersSherman Oaks, United States
- Headcount51–100
- GTM typeB2B and B2C
- OfferingServices
What LendingUSA does
LendingUSA is a point-of-sale fintech platform founded in 2015 and headquartered in Sherman Oaks, California. The company provides consumer financing at the checkout for small and mid-sized merchants operating in niche verticals that are typically underserved by mainstream point-of-sale lenders. These verticals span healthcare (cosmetic surgery, dental, audiology, chiropractic, dermatology, LASIK, weight loss, medical devices), funeral services, pet services (breeders, dog training, pet retail, veterinary), tax resolution and debt settlement, and moving services. Per the source material, the platform serves over 10,000 merchant clients and has facilitated financing for 150,000+ borrowers across the United States.
The core product is the LendingUSA Point-of-Sale Financing Platform, supported by a 24/7 Merchant Portal for application management and a Borrower Portal for rate checking and loan servicing. FreshStart Lending operates as a specialized sub-brand for debt-settlement financing. The technology stack emphasizes proprietary underwriting and fraud detection designed to deliver instant pre-approval decisions without hard credit pulls during rate shopping. Underwriting is reportedly tuned to each served vertical rather than relying on a single generic credit model.
LendingUSA operates as a B2B2C marketplace: merchants are acquired through direct field sales and website enrollment, then refer end-customers at the point of sale. Revenue is generated primarily through origination fees of up to 8% embedded in the principal and interest income on the loan portfolio, with APRs reaching up to 35.99%. The company does not charge merchants for sign-up or membership and monetizes per funded transaction. All loans are funded through a network of institutional lending partners, including CapitalSource, Credit Suisse, and Atalaya Capital Management, which have collectively provided roughly $760 million in senior credit facilities across multiple rounds from 2017 through 2021.
LendingUSA firmographics
Firmographics- Name
- LendingUSA
- Legal name
- LendingUSA
- Website
- https://LendingUSA.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- LendingUSA is a point-of-sale fintech platform providing consumer financing to SMB merchants across niche verticals including healthcare, funeral, pet services, tax resolution, and debt settlement, serving over 10,000 merchants and 150,000 borrowers across the United States.
- Ownership category
- akta.pro rank
LendingUSA industry classification
Industry- Product category
- Point-of-Sale Consumer Lending
- NAICS
- Sales Financing (52222), Mortgage and Nonmortgage Loan Brokers (52231)
- SIC
- Loan Brokers (6163), Personal Credit Institutions (6141)
- akta.pro primary industry
- Retail Credit (Closed-End) & Promotional Financing (0%/Deferred Interest) (FSAKAFAF)
- akta.pro secondary industries
- Embedded Lending & Credit (POS, Working Capital, Credit Lines) (FSAGALAD), Multi-Loan / Multi-Creditor Consolidation Loans (FSAKAIAD)
Keywords
Where LendingUSA is headquartered
LocationHeadquarters
- HQ city
- Sherman Oaks
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
LendingUSA business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Merchant Transaction Fees: LendingUSA charges merchants fees for providing financing services. The platform charges no sign-up or membership fees, but earns revenue through transaction-based fees on financed amounts. An origination fee of up to 8% may be included in the principal loan amount.
- Interest Income from Borrowers: Interest accrues on loans with APR up to 35.99%. Borrowers can select promotional periods including interest-free options if paid within the promotional period. Revenue generated from the spread between origination and interest charged.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Monthly | No Interest on Principal Option Promotion |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
LendingUSA product offering
Product offeringCore offering
LendingUSA provides a point-of-sale consumer financing platform that enables SMB merchants in niche verticals (healthcare, funeral, pet services, tax resolution, and debt settlement) to offer installment loan financing to their customers at checkout. The platform delivers instant pre-approval decisions using proprietary underwriting and fraud detection, charges merchants no sign-up or membership fees, and pays merchants within days of contract signing, while borrowers access loans with APRs up to 35.99% and optional interest-free promotional periods.
Product overview
LendingUSA operates as a point-of-sale fintech platform offering consumer financing solutions. The core platform consists of the LendingUSA Point-of-Sale Financing Platform, complemented by two self-service portals: the Merchant Portal for businesses to manage applications and the Borrower Portal for customers to check rates and manage accounts. FreshStart Lending extends the offering into the debt settlement vertical, enabling partner companies to help clients qualify for loans. The company serves over 10,000 merchant clients across the United States since its founding in 2015, operating across multiple niche industries including funeral services, medical/healthcare, pet services, tax resolution, and cosmetic surgery.
Differentiator
Problem solved
Functional benefit
Products and services
- LendingUSA Point-of-Sale Financing Platform A point-of-sale fintech platform that enables SMB merchants to offer consumer installment loan financing to their customers at checkout, providing instant pre-approval decisions via proprietary underwriting and fraud detection, no merchant sign-up or membership fees, faster merchant funding within days of contract signing, and dedicated support across healthcare, funeral, pet services, tax resolution, and debt settlement verticals.
- FreshStart Lending A specialized debt settlement financing program that helps debt settlement companies qualify their clients for loans to graduate early from debt programs, bundled with marketing support and customer acquisition tools for partner firms.
Companies that use LendingUSA
Customer profileNamed customers12 records
Segments5 records
Ideal customer profiles5 records
LendingUSA technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
LendingUSA partnerships and signals
Strategic signalScale indicators5 records
Recent moves5 records
Expansion highlights5 records
LendingUSA competitors and assessment
Company assessmentDirect peers
- Klarna: Global BNPL provider offering POS installment financing. Competes for merchant relationships across retail and services verticals, with a stronger brand and larger international footprint.
- Affirm: Public BNPL and POS lender offering installment financing at the point of sale. Directly competes with LendingUSA for merchant integrations and consumer financing volume, though Affirm focuses on prime and super-prime segments.
- CareCredit (Synchrony Financial): Healthcare-focused POS financing credit card owned by Synchrony Financial. Directly competes in LendingUSA's largest vertical (medical/healthcare) including dental, cosmetic, and vision financing.
- Sunbit: POS financing technology targeting non-prime consumers across automotive, healthcare, and home services. Closely comparable technology and customer profile to LendingUSA.
- Katapult: Lease-to-own POS financing for non-prime consumers, focused on e-commerce and select verticals including furniture, tires, and electronics. Similar subprime customer profile and merchant distribution model.
Broad incumbents
- Bread Financial: Large, public consumer lender offering private-label credit cards and BNPL through merchant partnerships. Overlaps with LendingUSA in retail installment financing at significantly larger scale.
- Citizens Pay: POS financing program from Citizens Financial Group providing installment loans through healthcare, automotive, and home improvement merchants. A broader incumbent with banking balance-sheet funding.
- Afterpay (Block): Pay-in-4 BNPL platform owned by Block (Square). Overlaps with LendingUSA in merchant POS financing, though Afterpay skews toward smaller ticket sizes and e-commerce.
Emerging players
- ProMed Financial: Specialty healthcare-focused patient financing lender. Comparable to LendingUSA's medical vertical with deep provider relationships but smaller scale.
Others
- First Associates: Loan servicing and consumer credit management provider. Not a direct competitor but an adjacent service provider in the consumer lending ecosystem relevant to LendingUSA's loan servicing needs.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
LendingUSA social profiles
Digital presenceLendingUSA financial estimates
Financial estimateRevenue estimate
Valuation estimate
LendingUSA leadership team
Management profileNumber of profiles
Profiles5 records
LendingUSA funding detail
Funding detailFunding overview
Funding rounds5 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
LendingUSA 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 LendingUSA
What does LendingUSA do?
LendingUSA provides a point-of-sale consumer financing platform that enables SMB merchants in niche verticals (healthcare, funeral, pet services, tax resolution, and debt settlement) to offer installment loan financing to their customers at checkout. The platform delivers instant pre-approval decisions using proprietary underwriting and fraud detection, charges merchants no sign-up or membership fees, and pays merchants within days of contract signing, while borrowers access loans with APRs up to 35.99% and optional interest-free promotional periods.
Is LendingUSA a public or private company?
LendingUSA is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was LendingUSA founded?
LendingUSA was founded in 2015. It employs 51 to 100 people.
Where is LendingUSA based?
LendingUSA is headquartered in Sherman Oaks, United States, in the North America region.
How does LendingUSA make money?
Two revenue lines are on record. Merchant Transaction Fees are the primary driver. The others are interest Income from Borrowers.
Who are LendingUSA's main competitors?
Direct peers on record are Klarna, Affirm, CareCredit (Synchrony Financial), Sunbit and Katapult. Broad incumbents are Bread Financial, Citizens Pay and Afterpay (Block). ProMed Financial is listed as an emerging player. First Associates is listed as an others.
Does LendingUSA have an API?
No public API is recorded for LendingUSA.
What industry is LendingUSA in?
LendingUSA's product category is Point-of-Sale Consumer Lending. Its primary akta.pro industry code is FSAKAFAF, Retail Credit (Closed-End) & Promotional Financing (0%/Deferred Interest), with a secondary code of FSAGALAD, Embedded Lending & Credit (POS, Working Capital, Credit Lines). Its NAICS code is 52222 and its SIC code is 6163.