What Fortiva Financial does

Fortiva Financial is a US consumer credit card brand serving credit-challenged and credit-rebuilding individuals who have been overlooked by mainstream issuers. The company operates as a program brand rather than a standalone chartered lender: credit cards are issued by The Bank of Missouri, a federally insured Missouri state bank, and the program is serviced by Atlanticus Services Corporation, which owns and administers myfortiva.com and handles customer service, account management, and technology operations. Atlanticus Holdings Corporation is the related parent entity referenced in sweepstakes rules.

The core product is the Fortiva Mastercard, an unsecured credit card with APRs of 29.99% or 36%, annual fees of $49-$175 (stepping down to $0-$49 after the first year), and monthly maintenance fees of $5-$15 after the first year. The product line also includes Fortiva Retail Credit, a co-branded THD (The Home Depot) card, a cash back rewards program (3% on gas, groceries, utilities; 1% elsewhere, redeemed annually as statement credit), and a monthly $500 sweepstakes promotion. Distribution is direct-to-consumer only — website, mobile app (iOS and Android), and direct mail — with cards accepted nationwide wherever Mastercard is accepted.

Revenue is generated through five streams: interchange fees on every transaction, annual and monthly account maintenance fees, interest charges on revolving balances, cash advance and balance transfer fees, and a foreign transaction fee. The primary customer segment is credit-challenged consumers seeking to rebuild credit; a secondary segment is everyday spenders attracted by cash back on gas, groceries, and utilities. The company holds no funding rounds or equity investors in the disclosed materials, has no AI/ML capabilities described, and operates exclusively in the United States.

Name

Fortiva Financial

Legal name

Fortiva

Website

https://myfortiva.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

101–250 employees

Short description

Fortiva Financial is a US consumer credit card brand, operated by Atlanticus Services Corporation and issued by The Bank of Missouri, serving credit-challenged consumers with an unsecured Mastercard, cash back rewards, and credit-building tools distributed via website, mobile app, and direct mail.

Ownership category

akta.pro rank

Product category

Consumer Credit Cards

NAICS

Credit Card Issuing (52221)

SIC

Personal Credit Institutions (6141)

akta.pro primary industry

Subprime Credit Cards & Secured Cards (FSAKAOAD)

Keywords

• Consumer credit cards
• Subprime credit lending
• Credit building products
• Cash back rewards
• Unsecured credit cards

Headquarters

HQ city

Atlanta

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Interchange Fees: Revenue from transaction fees whenever cardholders make purchases using the Fortiva Mastercard. Applied to all merchant transactions processed through the Mastercard network.
2. Annual and Maintenance Fees: Annual fee ranging from $49 to $175 for first year, $0 to $49 thereafter. Monthly account maintenance fee of $5 to $15 per month ($60 to $180 annually) after the first year.
3. Interest Charges: APR of 29.99% or 36% on purchases based on creditworthiness. Higher APRs on cash advances and balance transfers. Interest income from revolving balances.
4. Cash Advance and Balance Transfer Fees: Cash advance fee of $10 or 5% of amount, whichever is greater. Balance transfer fee of 3% of transfer amount after first year. Foreign transaction fee of 3%.
5. Cash Back Reward Redemption: 3% cash back on gas, groceries, and utilities; 1% on other purchases. Rewards automatically redeemed as annual statement credits. This drives card usage and interchange volume.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Fortiva Financial offers the Fortiva Mastercard, an unsecured consumer credit card designed for individuals with less-than-perfect credit who are seeking to rebuild their credit history. Cards are issued by The Bank of Missouri, accepted anywhere Mastercard is taken, and supported by a soft-inquiry prequalification process, online application with instant credit decisioning, and a mobile app for account management. The company also operates Fortiva Retail Credit and co-branded programs such as the THD (The Home Depot) card, and runs a cash back rewards program paying 3% on gas, groceries, and utilities and 1% on other purchases.

Product overview

Fortiva Financial is a financial services company offering a portfolio of credit products primarily through The Bank of Missouri. The core product is the Fortiva Mastercard Credit Card, an unsecured credit card designed for consumers with credit challenges who are rebuilding their credit. The company also offers Fortiva Retail Credit and THD co-branded cards for specific retail partners. Ancillary offerings include a Cash Back Reward Program (earning 3% on gas, groceries, and utilities; 1% on other purchases), monthly sweepstakes promotions, and a mobile app for account management. All products are issued by The Bank of Missouri pursuant to Mastercard licensing.

Differentiator

Problem solved

Functional benefit

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Three partnerships are on record, tiered core.

• The Bank of MissouricoreOEM/ Whitelabel/ Licensing PartnerThe Bank of Missouri is the issuing bank for all Fortiva credit cards. Located in Perryville, MO, it is a federally insured Missouri bank that provides the banking charter and regulatory backing for the credit products.
• Mastercard International IncorporatedcoreTechnology or IntegrationFortiva Mastercard credit cards are issued pursuant to a license by Mastercard. Cards can be used everywhere Mastercard is accepted worldwide. The partnership provides global payment network infrastructure.
• Atlanticus Services CorporationcoreImplementation/ SI/ Consulting PartnerAtlanticus Services Corporation owns and administers the myfortiva.com website as servicer for The Bank of Missouri. Provides technology platform, customer service operations, and account management services.

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Direct peers

• Credit One Bank: Largest pure-play subprime and near-prime credit card issuer in the U.S., with the same credit-challenged customer base and a comparable high-fee, rewards-inclusive card model. The closest direct competitor to Fortiva's core product.
• Continental Finance Company: Operates multiple subprime card brands including Surge, Indigo, and Total Visa, marketed to consumers with imperfect credit. Same target customer, similar APR/fee structure, and competing for the same direct-mail and digital acquisition channels.
• Mission Lane: Subprime and near-prime credit card issuer focused on credit-building customers with imperfect histories. Direct overlap in customer persona and product positioning as a credit-rebuild tool.
• OpenSky: Secured and unsecured credit cards issued by Capital Bank targeting credit-challenged consumers with similar fee, APR, and credit-rebuild value proposition. Highly comparable operating model.
• Milestone Gold Mastercard: Subprime credit card program with comparable APR/fee structure aimed at consumers rebuilding credit. Operates with similar bank-issued, third-party-serviced infrastructure.
• Avant: Online lender serving subprime and near-prime consumer credit customers with personal loans and credit cards. Overlapping customer demographic and similar digital-first underwriting approach.
• Mariner Finance: Subprime consumer credit provider offering personal loans and related credit products to borrowers with imperfect credit histories. Comparable customer profile and credit-rebuild positioning.

Broad incumbents

• OneMain Financial: Established subprime consumer-finance specialist primarily in personal loans, with growing credit-card offerings. Comparable customer base but operates as a broader incumbent rather than a card-only program.
• LendingClub: Digital lender with personal-loan and credit-card products aimed at near-prime and prime consumers. Broader portfolio and stronger credit quality than Fortiva, but overlaps on unsecured consumer credit.
• Discover Financial: Major diversified card issuer with subprime, near-prime, and prime products. Not a direct competitor in the deep-subprime niche, but operates in adjacent consumer card segments with overlapping interchange economics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Fortiva_Finance
• Facebookfacebook.com/347600781962718
• LinkedInlinkedin.com/company/fortiva-financial

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

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 Fortiva Financial