Aqua Finance, Inc.

Name

Aqua Finance, Inc.

Legal name

Aqua Finance, Inc.

Website

https://aquafinance.com

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

501–1,000 employees

Ownership category

akta.pro rank

Product category

Consumer Installment Financing

NAICS

Sales Financing (52222), Sales Financing (522220)

SIC

Personal Credit Institutions (6141)

akta.pro primary industry

Motorcycle & Powersports Finance (FSAKADAG)

akta.pro secondary industry

Marine & Boat Finance (FSAKADAH)

Keywords

• Consumer installment financing
• Dealer financing programs
• Home improvement loans
• Recreational vehicle financing
• Water treatment financing

Headquarters

HQ city

Wausau

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Consumer Installment Financing: Revenue generated from interest-bearing installment contracts financed to consumers for home improvement, water treatment, HVAC, pool & spa, and recreation purchases. Aqua originates and services these contracts through dealer partnerships.
2. WebBank Partnership: Partnership with WebBank for certain loan originations, with loans subject to WebBank's U.S. Consumer Privacy Notice.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

Aqua Finance originates and services consumer installment contracts that finance purchases of water treatment systems, home improvements, HVAC equipment, pools and spas, and recreational vehicles (boats, RVs, powersports). The company works through a B2B dealer/contractor/retailer partnership model in which dealers use the Aqua+ platform, Dealer Portal, AppOne integration, and Orbit mobile app to submit credit applications, generate finance documents, and receive funding, while end consumers use the Customer Portal to manage payments on their installment contracts.

Product overview

Aqua Finance, Inc. is a consumer financing company that operates through a multi-platform ecosystem. The core offering consists of Aqua+, a full-spectrum financing platform launched in 2024 that provides simplified applications, 360-degree underwriting, and rapid digital funding. This platform is supported by the Dealer Portal for dealer-facing operations (submitting applications, documents, funding status) and the Customer Portal for borrower account management and payments. Additional tools include the Orbit mobile app for E-Sign capabilities and installment contract financing with fixed payment terms. The company serves five verticals: Water Treatment, Home Improvement, HVAC, Pool & Spa, and Recreation, with specialized dealer networks and integration partners (AppOne, Dealertrack, Truepic) tailored to each segment.

Differentiator

Problem solved

Functional benefit

Brands

• Aqua+: Full-spectrum financing platform providing simpler, faster, and better financing experience for dealers in water treatment, home improvement, recreation, and other verticals.

Products and services

• Water Treatment Installment Financing Consumer installment financing for whole-house water softening, filtration, and drinking water treatment systems, offered to customers through Aqua's network of water treatment dealers and contractors nationwide.
• Home Improvement Installment Financing Consumer installment financing for home improvement projects including windows, doors, siding, roofing, remodels, decks, concrete, insulation, landscaping, garages, generators, storm shelters, septic systems, and bathroom remodels, offered through home improvement contractors.
• HVAC Installment Financing Consumer installment financing for HVAC systems including air conditioners, furnaces, air filtration, and energy efficiency products, offered through HVAC dealers.
• Pool & Spa Installment Financing Consumer installment financing for above-ground, custom gunite, fiberglass, in-ground, liner pools, steel pools, hot tubs, decks, and patio furniture, offered through pool and spa dealers and contractors.
• Recreation (RV, Marine, Powersports) Installment Financing Consumer installment financing for motorhomes, travel trailers, fifth-wheel trailers, toy haulers, destination trailers, boats, motors/re-powers, and personal watercraft (PWCs), offered through RV, marine, and powersports dealers with options including 180-day terms.
• Aqua+ Platform Full-spectrum consumer financing platform providing simplified applications with prefilled information and pre-approvals via soft credit inquiries, 360-degree underwriting designed to boost approval rates, and rapid digital funding verifications for faster dealer payments. Available to Home Improvement and Water Treatment dealers initially.
• Customer Portal Online borrower account management portal allowing Aqua Finance customers to make payments, set up recurring payments, view billing statements, and sign up for paperless e-statements. Powered by PayNearMe.
• Dealer Portal Online portal enabling Water Treatment, Home Improvement, HVAC, and Pool & Spa dealers to submit credit applications, create finance documents, view funding status, and access reports, promotional information, and sales training.

Quantifiable outcome

• 1.5M+ borrowers served nationwide
• +5 more outcomes

Named customers4 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

AI capability2 records

Feature6 records

Partnerships

Four partnerships are on record, tiered strategic and core.

• TruepicstrategicTechnology or Integration · 17 February 2026Aqua Finance implemented Truepic's Vision platform to enhance verification of completed projects across its financing programs. Truepic is the leader in image and data verification technology, helping ensure accurate project completion documentation.
• AppOnecoreTechnology or Integration · 1 January 2016AppOne integration streamlines consumer financing for Recreation dealers, enabling efficient application submission, document creation, and stipulation status tracking through an innovative technology platform.
• WebBankstrategicTechnology or IntegrationWebBank is Aqua Finance's banking partner for certain loan originations. Customers obtaining loans through this partnership have privacy rights subject to WebBank's U.S. Consumer Privacy Notice.
• CrestastrategicTechnology or IntegrationAqua Finance is a reference customer for Cresta's Knowledge Agent AI tool. Using Cresta's platform, Aqua achieved 50% reduction in after-call work and 61% increase in dollars collected per hour, demonstrating productivity and revenue gains in collections environments.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Service Finance Holdings: Service Finance is a leading home-improvement and HVAC-focused consumer installment lender operating through contractor and dealer networks across the U.S. It is highly comparable to Aqua's Home Improvement and HVAC verticals, with overlapping target customers and dealer channel dynamics.
• Regional Management Corp. Regional Management is a consumer installment loan company serving near-prime to subprime borrowers across the U.S. It has comparable branch-anchored consumer credit underwriting, though its distribution is direct rather than dealer-based like Aqua.
• Synchrony Financial: Synchrony is the largest U.S. private-label credit card and consumer installment lender, with deep dealer/retailer partnerships across home improvement, recreation, and HVAC verticals. Aqua's COO, CEO, CCO, and Growth EVP all came from Synchrony — making it the closest comparable business model and a key talent/competitive reference point.
• EnerBank USA: EnerBank USA is a home-improvement-focused installment lender operating through contractor and dealer networks, including HVAC and renewable energy upgrades. It is a near-direct overlap with Aqua's Home Improvement and HVAC verticals, serving similar borrowers with comparable term structures.
• Foundation Finance: Foundation Finance provides consumer installment financing through home-improvement, HVAC, and roofing contractors nationally. Its dealer-channel model, specialty-vertical focus, and subprime-to-prime credit spectrum make it a close analog to Aqua's Home Improvement and HVAC segments.
• PROG Holdings: PROG Holdings (formerly Aaron's Holdings) provides lease-to-own financing for furniture, appliances, electronics, and home goods through retail partner stores. While structured as leases rather than installment sales, it shares Aqua's specialty-vertical, partner-channel consumer credit model serving credit-stretched consumers.
• GreenSky (Goldman Sachs): GreenSky pioneered home-improvement point-of-sale installment financing through contractor dealers before being acquired by Goldman Sachs in 2022. It is the most direct competitor to Aqua's home-improvement vertical, with a near-identical dealer-channel model serving prime-to-near-prime borrowers.

Emerging players

• Affirm: Affirm is a leading BNPL and point-of-sale installment lender publicly competing for the same home-improvement, recreation, and consumer-durable dealer relationships Aqua serves. It brings a tech-forward, mobile-first consumer experience and is expanding into adjacent verticals where Aqua is established.

Broad incumbents

• OneMain Holdings: OneMain is the largest U.S. installment lender focused on non-prime consumers, originating personal loans through a branch and digital channel. While it serves similar borrower credit profiles to Aqua, it operates direct-to-consumer rather than through dealer partnerships, making it a broader incumbent in subprime consumer credit.
• Bread Financial: Bread Financial (formerly Alliance Data) is a large, publicly-traded consumer financing company offering private-label credit cards and installment loans through retail and travel partners. It operates a broader, more diversified model than Aqua but shares the dealer/retailer channel approach to consumer credit.

Market position

Strengths5 records

Weaknesses1 record

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/AquaFinanceInc
• Facebookfacebook.com/AquaFinance

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Funding overview

Funding rounds

Investors

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 Aqua Finance, Inc.