Foundation Finance
- Company typePrivate
- Founded2012
- HeadquartersSchofield, United States
- Headcount101–250
- GTM typeB2B
- OfferingServices
Foundation Finance firmographics
Firmographics- 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
Foundation Finance industry classification
Industry- 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
Where Foundation Finance is headquartered
LocationHeadquarters
- HQ city
- Schofield
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Foundation Finance business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure, Supply Chain
Revenue model
- 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.
- 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.
- 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
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Monthly | Installment loans up to $100,000 with terms 12-240 months |
| Unit Pricing | Monthly | Five-tier credit approval system (Tiers 1-5) |
| Other | Monthly | Promotional financing programs |
| Unit Pricing | Monthly | Solar financing up to $100,000 and 240 months |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Foundation Finance product offering
Product offeringCore 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
Companies that use Foundation Finance
Customer profileNamed customers16 records
Segments10 records
Ideal customer profiles3 records
Foundation Finance technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature8 records
Foundation Finance partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered minor.
- Aqua Ease Walk-In TubsminorPartnership 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 MaxminorRoofMaxx is a roofing rejuvenation franchise offering affordable roof restoration as an alternative to full replacement. Partnership provides financing options for RoofMaxx dealers and customers.
- AtlasminorAtlas Roofing Corporation manufactures residential and commercial roofing products. Partnership enables Atlas contractors to offer Foundation Finance financing programs to customers.
- Five Star FranchisingminorFive Star Franchising connects homeowners with home improvement contractors. Partnership provides financing access for Five Star's franchise network contractors and their customers.
- Floor Coverings InternationalminorFloor 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
Foundation Finance competitors and assessment
Company assessmentDirect 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
Foundation Finance social profiles
Digital presenceFoundation Finance compliance and trust
Trust signalCompliance3 records
Foundation Finance financial estimates
Financial estimateRevenue estimate
Valuation estimate
Foundation Finance leadership team
Management profileNumber of profiles
Profiles7 records
Foundation Finance funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Foundation Finance 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 Foundation Finance
What does Foundation Finance do?
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.
Is Foundation Finance a public or private company?
Foundation Finance is a private company. It is classified as private equity controlled and is currently operating.
When was Foundation Finance founded?
Foundation Finance was founded in 2012. It employs 101 to 250 people.
Where is Foundation Finance based?
Foundation Finance is headquartered in Schofield, United States, in the North America region.
How does Foundation Finance make money?
Three revenue lines are on record. Dealer Financing Fees are the primary driver. The others are consumer Loan Interest and asset-Backed Securitization.
Who are Foundation Finance's main competitors?
Direct peers on record are EnerBank USA, Service Finance Company, Dividend Finance, Ygrene Energy Fund, GreenSky (Goldman Sachs) and Lyon Financial. Broad incumbents are Synchrony Financial and Regions Bank (Home Improvement Lending). Emerging players are HFS Financial and GoodLeap (Loanpal).
Does Foundation Finance have an API?
No public API is recorded for Foundation Finance.
What industry is Foundation Finance in?
Foundation Finance's product category is Consumer Lending — Home Improvement Financing. Its primary akta.pro industry code is FSAKAFAF, Retail Credit (Closed-End) & Promotional Financing (0%/Deferred Interest), with a secondary code of FSAKAAAG, Large Purchase & Lifestyle Personal Loans (Unsecured Installment). Its NAICS code is 522220 and its SIC code is 6141.