Gravity Lending
Gravity Lending is an Austin-based, digital-first auto loan refinancing platform founded in 2020 that connects individual borrowers with 100+ competing lenders, and provides B2B operational services to credit unions and financial institutions across the United States.
- Company typePrivate
- Founded2020
- HeadquartersAustin, United States
- Headcount51–100
- GTM typeB2B and B2C
- OfferingServices
What Gravity Lending does
Gravity Lending is a privately held, Austin-based fintech founded in 2020 by CEO Brian Jones that operates a digital-first auto loan refinancing platform in the United States. The core service connects individual borrowers seeking to lower their car payments or interest rates with a network of 100+ competing lenders, presenting side-by-side offers via a streamlined online application that can be completed in under 10 minutes, with e-signature document processing for remote closing. The platform does not charge borrowers fees; Gravity is compensated through transaction fees and referral arrangements with participating lenders.
Beyond consumer refinancing, Gravity operates a B2B Lender Services division that provides credit unions and financial institutions with operational support, including call center coverage, underwriting services, document processing, accounting services, and lien/titling for unperfected auto loans. Partner institutions receive filtered applications that match their lending parameters, supporting higher look-to-book ratios. The company complements its core refinance product with a suite of add-on protection offerings (Guaranteed Asset Protection, Vehicle Service Contracts, Depreciation Protection, Vehicle Protection Plan, Vehicle Debt Protection) plus adjacent lending products (lease buyouts, tax lien loans, student loan refinancing).
The company has scaled rapidly since launch, growing 400% in its first year despite launching just before the COVID-19 pandemic, capturing an estimated 10-15% share of the auto refinance industry within less than three years, and intermediating tens of millions of dollars in partner originations with reported low delinquency. Gravity holds BBB A+ accreditation, is rated 4.9 stars across 6,000+ reviews on Google, Lending Tree, Yelp, and Facebook, and has been named one of Austin's Best Places to Work in 2020, 2021, 2024, and 2025. No external funding rounds have been disclosed.
Gravity Lending firmographics
Firmographics- Name
- Gravity Lending
- Legal name
- Gravity Lending
- Website
- https://gravitylending.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Gravity Lending is an Austin-based, digital-first auto loan refinancing platform founded in 2020 that connects individual borrowers with 100+ competing lenders, and provides B2B operational services to credit unions and financial institutions across the United States.
- Ownership category
- akta.pro rank
Gravity Lending industry classification
Industry- Product category
- Auto Loan Refinancing
- NAICS
- Mortgage and Nonmortgage Loan Brokers (522310), Nondepository Credit Intermediation (5222), Consumer Lending (522291)
- SIC
- Loan Brokers (6163), Personal Credit Institutions (6141)
- akta.pro primary industry
- Auto Loan Refinance (Rate/Term) (FSAKAIAG)
- akta.pro secondary industry
- Auto / Vehicle Marketplace Lending (FSAKAHAF)
Keywords
Where Gravity Lending is headquartered
LocationHeadquarters
- HQ city
- Austin
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Gravity Lending business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D
Revenue model
- Lender Referral/Transaction Fees: Gravity Lending earns revenue by connecting borrowers with lenders in their network. The company does not charge borrowers fees for their service. Revenue is generated through transaction fees or referral arrangements with participating lenders who receive funded loans.
- B2B Services to Credit Unions: Operational support services for credit unions and financial institutions including call center support, underwriting services, document processing, accounting services, and lien/titling for auto loans.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Monthly | Auto Refinancing - No fee service for borrowers |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels8 records
Gravity Lending product offering
Product offeringCore offering
Gravity Lending operates a digital-first auto loan refinancing marketplace that matches consumer applicants with a network of 100+ competing lenders to obtain lower interest rates and reduce monthly payments. The platform completes applications in under 10 minutes, presents side-by-side loan offers, and uses e-signature to finalize refinancing remotely. Optional vehicle protection products (GAP, VSC, Depreciation Protection, Vehicle Protection Plan, Vehicle Debt Protection) and adjacent offerings (lease buyout, tax lien loans, student loan refinancing) can be bundled with refinanced loans.
Product overview
Gravity Lending operates as a digital-first auto lending platform offering a suite of financial products centered on auto refinancing. The core product is auto loan refinancing, which connects borrowers with a network of 100+ lenders to secure lower rates (as low as 3.89% APR). The platform offers add-on protection products including Guaranteed Asset Protection (GAP), Vehicle Service Contract (VSC), Vehicle Protection Plan, Depreciation Protection, and Vehicle Debt Protection that can be bundled into refinanced loans. Additional offerings include lease buyouts, tax lien loans, and student loan refinancing. For institutional partners, Gravity Lending provides Lender Services including call center support, underwriting, and document processing. The company operates on a no-fee model for borrowers and has been named a top workplace in Austin for four consecutive years.
Differentiator
Problem solved
Functional benefit
Products and services
- Auto Loan Refinancing Core auto loan refinancing service that matches individual borrowers with a network of 100+ lenders to secure lower interest rates and reduce monthly payments, with loan terms ranging from 25-84 months, rates as low as 3.89% APR, and an option to defer the first payment up to 90 days.
- Vehicle Service Contract (VSC) Extended warranty contract covering vehicle repairs after the manufacturer's warranty expires, including parts, labor, taxes, 24/7 roadside assistance, and optional extras such as paintless dent repair and key replacement. Offered as an add-on to refinancing customers.
- Vehicle Protection Plan Protection bundle covering tires, wheels, keys, body panels, windshield repairs, and emergency roadside assistance to preserve vehicle appearance and performance. Offered as an add-on to refinancing customers.
- Guaranteed Asset Protection (GAP) Supplemental insurance that waives all or a portion of the deficiency between the borrower's payoff amount and the actual cash value of the vehicle if totaled or stolen, subject to loan-to-value maximum. Offered as an add-on to refinancing customers.
- Depreciation Protection Insurance coverage that recovers up to $10,000 of vehicle equity in the event of a total loss, paid in addition to the insurance settlement payout, with Accidental Death protection included. Offered as an add-on to refinancing customers.
- Vehicle Debt Protection Voluntary protection plan that cancels the loan balance (up to $50,000) in the event of death, helping protect credit scores and family financial stability. Offered as an add-on to refinancing customers.
- Lease Buyout Financing Financing option allowing customers to purchase their leased vehicle outright at the end of or during their lease term.
- Tax Lien Loans Loans that pay property taxes immediately and allow repayment over 1-10 years with no credit check, income verification, or collateral required.
- Student Loan Refinancing Refinancing service for student loans allowing borrowers to adjust repayment terms, potentially secure lower interest rates, and consolidate multiple loans into a single payment.
- Lender Services (B2B) B2B operational support services for credit unions and financial institutions including call center support, underwriting services, document processing, accounting services, and lien/titling for unperfected auto loans; partner institutions receive filtered applications aligned to their lending parameters.
Quantifiable outcome
- Average $105 monthly savings on car payments after refinancing
- +4 more outcomes
Companies that use Gravity Lending
Customer profileNamed customers8 records
Segments3 records
Ideal customer profiles2 records
Gravity Lending technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Gravity Lending partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- Credit Unions & Financial Institutions (Network)coreGravity Lending partners with credit unions and financial institutions to provide auto refinancing services. Partner institutions receive filtered applications that fit within their lending parameters, producing higher look-to-book ratios. Services include call center support, underwriting services, document processing, accounting services, and lien/titling for unperfected auto loans.
- 100+ Lender NetworkcoreGravity Lending works with over 100 top lenders across the United States to provide competitive auto refinancing rates. Lenders compete for customer business, enabling Gravity Lending to present the best available options.
Scale indicators8 records
Recent moves6 records
Expansion highlights6 records
Gravity Lending competitors and assessment
Company assessmentDirect peers
- RateGenius: Direct competitor in auto loan refinancing, operating as a digital platform that matches borrowers with lenders to secure lower rates — closely comparable business model and target customer.
- myAutoloan: Online auto lending marketplace connecting borrowers with a network of lenders for purchase, refinance, and lease buyout loans — directly comparable multi-lender matching model.
- Autopay: Digital auto refinance and lending platform that aggregates multiple lender offers for consumers seeking rate or payment reduction — directly comparable digital-first auto refi marketplace.
- LightStream: Online consumer lender (a division of Truist) offering auto refinance and personal loans through a digital application — comparable online auto refi product, though funds loans directly rather than brokering.
- RefiJet: Auto refinance brokerage matching consumers with lenders to lower payments or interest rates — directly comparable digital auto refinance intermediary.
- iLending: Auto refinance specialist using a digital application and lender network model to lower customer car payments — comparable niche positioning in auto refi brokerage.
Broad incumbents
- LendingTree: Large public loan marketplace across mortgage, personal, and auto lending. Gravity Lending is a Top-Rated Partner on the platform, making it both a distribution channel and a broader competitor across credit categories.
- Credit Karma: Large personal finance platform owned by Intuit that offers auto refinance and personal loan products through lender partnerships — broad incumbent with overlapping lender-network and consumer-credit focus.
Emerging players
- Caribou (CarGurus): Digital auto refinance marketplace acquired by CarGurus; offers similar lender-matching experience for auto refinance — emerging player with comparable product but stronger parent-company backing.
- Snappy Auto Finance: Digital auto loan and refinance platform focused on streamlining consumer auto finance — comparable niche digital-first approach to auto lending.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Gravity Lending social profiles
Digital presenceGravity Lending financial estimates
Financial estimateRevenue estimate
Valuation estimate
Gravity Lending leadership team
Management profileNumber of profiles
Profiles3 records
Gravity Lending funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Gravity Lending 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 Gravity Lending
What does Gravity Lending do?
Gravity Lending operates a digital-first auto loan refinancing marketplace that matches consumer applicants with a network of 100+ competing lenders to obtain lower interest rates and reduce monthly payments. The platform completes applications in under 10 minutes, presents side-by-side loan offers, and uses e-signature to finalize refinancing remotely. Optional vehicle protection products (GAP, VSC, Depreciation Protection, Vehicle Protection Plan, Vehicle Debt Protection) and adjacent offerings (lease buyout, tax lien loans, student loan refinancing) can be bundled with refinanced loans.
Is Gravity Lending a public or private company?
Gravity Lending is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Gravity Lending founded?
Gravity Lending was founded in 2020. It employs 51 to 100 people.
Where is Gravity Lending based?
Gravity Lending is headquartered in Austin, United States, in the North America region.
How does Gravity Lending make money?
Two revenue lines are on record. Lender Referral/Transaction Fees are the primary driver. The others are B2B Services to Credit Unions.
Who are Gravity Lending's main competitors?
Direct peers on record are RateGenius, myAutoloan, Autopay, LightStream, RefiJet and iLending. Broad incumbents are LendingTree and Credit Karma. Emerging players are Caribou (CarGurus) and Snappy Auto Finance.
Does Gravity Lending have an API?
No public API is recorded for Gravity Lending.
What industry is Gravity Lending in?
Gravity Lending's product category is Auto Loan Refinancing. Its primary akta.pro industry code is FSAKAIAG, Auto Loan Refinance (Rate/Term), with a secondary code of FSAKAHAF, Auto / Vehicle Marketplace Lending. Its NAICS code is 522310 and its SIC code is 6163.