Name

Foundation Finance

Legal name

Foundation Finance Company LLC

Website

https://foundationfinance.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

101–250 employees

Ownership category

akta.pro rank

Product category

Consumer Lending — Home Improvement Financing

NAICS

Sales Financing (522220), Sales Financing (52222)

SIC

Personal Credit Institutions (6141), Asset-Backed Securities (6189)

akta.pro primary industry

Retail Credit (Closed-End) & Promotional Financing (0%/Deferred Interest) (FSAKAFAF)

akta.pro secondary industry

Large Purchase & Lifestyle Personal Loans (Unsecured Installment) (FSAKAAAG)

Keywords

• Home improvement financing
• Consumer lending
• Point-of-sale lending
• Dealer financing
• Installment loan services

Headquarters

HQ city

Schofield

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, Infrastructure, Supply Chain

Revenue model

1. Dealer Financing Fees: Foundation Finance charges dealers fees for financing services, including origination and processing fees. Dealers pay fees (previously mentioned as 19% in dealer fees being cut) when customers finance projects through the platform.
2. Consumer Loan Interest: Interest income from consumer installment loans used for home improvement projects. Loans range from $1,000 to $100,000 with terms up to 240 months, generating interest revenue over the life of each loan.
3. Asset-Backed Securitization: Foundation Finance Trust 2026-1 issued $399.39 million in asset-backed securities collateralized by $417.77 million in unsecured consumer loans, generating capital market funding.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Foundation Finance is a point-of-sale consumer financing company that originates unsecured installment loans (from $1,000 to $100,000, with terms of 12 to 240 months) for residential home improvement projects, delivered through a nationwide network of 12,000+ contractor dealers across HVAC, roofing, siding, windows, solar, turf, water treatment, and remodeling verticals. Dealers access credit applications, prequalification, document signing, and status tracking via the proprietary LaunchPAD portal, while consumers receive soft-credit-pull prequalification, a five-tier approval system (FICO 550-850), Second Look financing, and promotional options including same-as-cash and deferred payments.

Product overview

Foundation Finance is a point-of-sale consumer financing platform for the home improvement industry, providing installment loan programs through a network of 12,000+ dealers. The core offering consists of Financing Programs (installment plans up to $100,000, 12-240 month terms) supported by LaunchPAD, the dealer portal enabling credit application submission, document generation, and tracking. Key sub-products include Prequalification (soft credit pull), Credit Approval Tiers (550-850 FICO), Second Look Financing (for declined applicants), and Promotional Programs (same-as-cash, deferred payments, reduced rates). Supporting modules encompass Marketing Materials, Training & Webinars, Customer Payment Portal, and a Dealer Referral Program. The company has originated over $5.5 billion in lifetime loans across more than 328,000 customers since 2012.

Differentiator

Problem solved

Functional benefit

Products and services

• Financing Programs (Point-of-Sale Installment Loans) Point-of-sale consumer installment loan programs for home improvement contractors and their customers. Loans range from $1,000 to $100,000 with terms from 12 to 240 months, with competitive interest rates and promotional options including reduced rates, same-as-cash, and deferred payments.
• LaunchPAD Dealer Portal Secure online platform where dealers submit credit applications, generate documents, track application statuses, manage financing activity, run driver license scanning, payment estimation, color-coded tracking, and create custom credit app links for their websites or text/email.
• Prequalification (Soft Credit Pull) Soft credit pull prequalification tool that allows customers to check financing eligibility without impacting their credit score, accessible through the LaunchPAD portal or custom credit app links sent via dealer website, text, or email.
• Second Look Financing Financing program that gives customers previously declined elsewhere a second chance at approval by considering factors beyond FICO such as application details, time on job, residence time, income, debt ratio, and home equity.
• Promotional Programs Marketing-driven financing promotions including reduced interest rates, same-as-cash with payments (SAC), same-as-cash with deferred payments (DEFSAC), deferred payments (DEFPMT), no payments-no interest (NOP), and equal payments (EQLPMT).
• Credit Approval Tiers (Tiers 1-5) Five-tier credit approval system providing financing for customers with FICO scores from 550 to 850. Tiers 1 and 2 offer 100% payout with no risk discount and free reduced interest rates; Tiers 4 and 5 approve FICOs as low as 550 with higher dealer fees to offset risk.
• Dealer Marketing Materials Free customizable marketing resources including financing rate sheets, customer brochures, verification flyers, email and social templates, posters, window clings, and custom app links for dealer branding and point-of-sale promotion.
• Dealer Training & Webinars Dealer training program including live 30-minute interactive webinars held weekly (Tuesdays/Thursdays for general, Wednesdays for HVAC), pre-recorded sessions, and customized one-on-one training with the dealer services team.
• Customer Payment Portal Web-based borrower portal for managing loan accounts: payment submission, autopay enrollment, e-statement opt-in, payoff amount viewing, and account information access.
• Dealer Referral Program Referral incentive program offering $500 in gift cards per successful referral ($250 when a new dealer lists the referrer, plus $250 when the referral submits an approved application within 60 days).
• Contractor Search Tool Locator service that lets consumers search for Foundation Finance-approved contractors in their area by name, location, and product/service type.

Quantifiable outcome

• Up to 69% approval rate on deals that other lenders often decline
• +4 more outcomes

Named customers16 records

Segments10 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature8 records

Partnerships

Five partnerships are on record, tiered minor.

• Aqua Ease Walk-In TubsminorGTM or Marketing Partner · 26 February 2026Partnership announced February 2026 to provide flexible financing options for seniors in Southern California seeking walk-in tubs for safe aging in place. Collaboration aims to remove financial barriers by covering both tub purchase and professional installation costs.
• Roof MaxminorGTM or Marketing PartnerRoofMaxx is a roofing rejuvenation franchise offering affordable roof restoration as an alternative to full replacement. Partnership provides financing options for RoofMaxx dealers and customers.
• AtlasminorGTM or Marketing PartnerAtlas Roofing Corporation manufactures residential and commercial roofing products. Partnership enables Atlas contractors to offer Foundation Finance financing programs to customers.
• Five Star FranchisingminorChannel Partner/ Reseller/ DistributorFive Star Franchising connects homeowners with home improvement contractors. Partnership provides financing access for Five Star's franchise network contractors and their customers.
• Floor Coverings InternationalminorGTM or Marketing PartnerFloor Coverings International is a flooring franchise offering in-home consultations and professional installation. Partnership enables financing options for flooring projects.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• EnerBank USA: EnerBank USA specializes in unsecured home improvement installment loans funded through a contractor channel. Its product mix, target verticals (HVAC, roofing, solar), and B2B2C distribution mirror Foundation Finance's approach.
• Service Finance Company: Service Finance offers unsecured consumer installment lending exclusively through home improvement contractors across HVAC, roofing, bath, and other categories — a direct same-vertical, same-channel competitor to Foundation Finance.
• Dividend Finance: Dividend Finance provides financing for residential solar and energy-efficient home improvements through a contractor network, overlapping directly with Foundation's solar/energy-efficiency vertical and longer-tenor loan offerings.
• Ygrene Energy Fund: Ygrene funds residential energy efficiency, resiliency, and renewable upgrades via PACE-style financing originated through contractor partners — overlapping with Foundation's solar and home improvement verticals on the same dealer-led distribution.
• GreenSky (Goldman Sachs): GreenSky, now a Goldman Sachs subsidiary, provides point-of-sale consumer lending primarily for home improvement through a contractor network — directly comparable to Foundation Finance's dealer-funded model and product set.
• Lyon Financial: Lyon Financial offers unsecured installment loans for home improvements (pool, solar, HVAC, windows) through a U.S. dealer network — directly comparable scale and vertical mix to Foundation Finance.

Broad incumbents

• Synchrony Financial: Synchrony is the largest U.S. private-label credit card and POS financing issuer, including the CareCredit platform covering healthcare and home improvement verticals. It is the most significant broad incumbent competing for Foundation Finance's dealer relationships.
• Regions Bank (Home Improvement Lending): Regions Bank, which acquired EnerBank's parent, offers home improvement lending through regional bank channels — a broad incumbent with overlapping product and dealer relationships that competes with Foundation in core verticals.

Emerging players

• HFS Financial: HFS Financial provides home improvement financing to subprime consumers via contractor referrals — overlapping with Foundation's Second Look program and lower-FICO tier strategy as a smaller, niche competitor.
• GoodLeap (Loanpal): GoodLeap is a large point-of-sale lender for residential solar and home improvement projects, with strong contractor-channel origination — an emerging peer overlapping Foundation's solar and energy-efficiency verticals.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/foundationloans
• YouTubeyoutube.com/@foundationfinancecompanyll5422/videos
• Facebookfacebook.com/foundationfinance
• LinkedInlinkedin.com/company/foundation-finance-company-llc

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Foundation Finance