Pure Finance Group

What Pure Finance Group does

Pure Finance Group (legal entity Pure Financial Group LLC) is a U.S. private fintech founded in 2018 and headquartered in Laurel, Maryland, that operates an integrated point-of-sale financing and payment processing platform built exclusively for home improvement contractors. The company originates retail installment loans up to $100,000 with terms up to 240 months, supports soft-pull prequalification, and routes applications through a waterfall of third-party lenders with 1st and 2nd look approvals; it also processes credit, debit, ACH, Apple Pay, and Google Pay transactions with same-day funding (including weekends, in as little as 2 hours). The platform is registered as an ISO/MSP of U.S. Bank/Elavon, holds NMLS license #1802643, and is licensed to lend in 35+ states, while partnering with U.S. Bank Avvance for short-term BNPL-style lending up to $25,000 and with Angi Pro Perks for marketplace distribution.

The company monetizes entirely on a transaction-fee basis: contractors enroll as dealers at no cost, pay no subscription or setup fees, and only pay when they close a financed sale or process a payment. Pricing is tiered into Customer Financing Only, Payment Processing Only, and a combined Business Bundle that offers additional fee savings. Pure Finance distributes through its enrolled contractor/dealer network, the Angi Pro Perks marketplace, direct-to-consumer digital marketing, and a $350-per-referral Contractor Connect Rewards program, with technology integrations into QuickBooks (via HYFIN), Salesforce, and Microsoft Dynamics.

The company has scaled to 46-state operations, has served over 40,000 homeowners, supports 20+ home improvement segments (roofing, HVAC, solar, windows, siding, remodeling, outdoor living), and reports three-year revenue growth of 122% (Inc. 5000, 2025). It has no disclosed external institutional funding and is led by CEO Ed Meister.

Name

Pure Finance Group

Legal name

Pure Financial Group LLC

Website

https://purefinancegroup.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Pure Finance Group is a U.S. fintech founded in 2018 that provides an integrated point-of-sale financing and payment processing platform for home improvement contractors across 46 states. It monetizes on a transaction-fee basis with no subscription or setup fees.

Ownership category

akta.pro rank

Product category

Specialty Consumer Lending

NAICS

Sales Financing (522220), Activities Related to Credit Intermediation (5223)

SIC

Short-Term Business Credit Institutions (6153)

akta.pro primary industry

Home Improvement & Contractor POS Financing (FSAKAFAJ)

akta.pro secondary industries

Embedded Lending & Credit (POS, Working Capital, Credit Lines) (FSAGALAD), Embedded Payments (Pay-ins, Pay-outs, Wallets) (FSAGALAB)

Keywords

• Consumer point-of-sale financing
• Home improvement lending
• Contractor payment processing
• Retail installment loans
• Specialty finance platform

Headquarters

HQ city

Columbia

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

Revenue model

1. Dealer Fees / Transaction Fees: Pure Finance Group charges dealers (contractors) fees for facilitating customer financing transactions. The platform operates on a transaction-fee model where contractors only pay when they close sales. No monthly subscription fees required.
2. Payment Processing Fees: Revenue generated from processing credit card, debit card, and ACH/eCheck payments for contractors. The company claims to offer lower processing fees compared to industry standards (20-40% savings).
3. Financing Program Fees: Fees associated with customer financing programs including loan facilitation. Options include zero dealer fee programs and flexible dealer fee structures depending on contractor goals.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Pure Finance Group provides an integrated financial services platform for home improvement contractors that combines customer financing (retail installment loans up to $100,000 with terms up to 20 years) and merchant payment processing (credit, debit, ACH, Apple Pay, Google Pay) in a single portal. The company operates as a registered ISO/MSP of U.S. Bank/Elavon and partners with U.S. Bank for the Avvance point-of-sale lending product, charging transaction-based fees with no monthly subscription.

Product overview

Pure Finance Group offers an integrated financial services platform for home improvement contractors, combining customer financing and payment processing into a unified solution. The core offerings include Retail Installment Loans (financing up to $100,000 with terms up to 20 years) and Payment Processing (credit/debit/ACH with same-day funding). These are complemented by the U.S. Bank Avvance BNPL-style short-term lending product (up to $25,000), a Prequalification soft-pull service, the Contractor Connect Rewards referral program, and a Business Bundle for contractors using both financing and payment services. All services are accessible through a single streamlined lending portal with no subscription fees.

Differentiator

Problem solved

Functional benefit

Brands

• U.S. Bank Avvance: Point-of-sale lending solution offered in partnership with U.S. Bank, enabling instant financing at checkout for home improvement purchases.

Products and services

• Customer Financing (Retail Installment Loans) Retail installment loan program offering financing up to $100,000 with terms up to 20 years, featuring soft-pull prequalification, 1st and 2nd look approvals through a network of third-party lenders, and promotional no-interest periods that home improvement contractors can offer to their customers at the point of sale.
• Payment Processing Merchant payment processing service for contractors that accepts credit, debit, ACH/eCheck, Apple Pay, and Google Pay, with same-day funding including weekends and claimed processing fee savings of 20-40% versus industry standards.
• U.S. Bank Avvance Point-of-Sale Lending BNPL-style point-of-sale lending product powered by U.S. Bank that provides short-term consumer loans up to $25,000 with consumer-initiated loan decisions delivered at checkout for home improvement purchases.

Quantifiable outcome

• Increase close rates by 20-40%
• +4 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature5 records

Partnerships

Two partnerships are on record, tiered core.

• U.S. Bank (Avvance™)coreStrategic or Co-development Partner · 13 May 2025Pure Finance Group partnered with U.S. Bank to offer Avvance™, a real-time point-of-sale lending solution. This strategic partnership combines Pure's expertise in the home services industry with U.S. Bank's extensive reach and resources, providing home service sector access to state-of-the-art financing technology and advanced POS lending solutions. Pure Finance Group is a registered ISO/MSP of U.S. Bank/Elavon, Inc.
• Angi Pro PerkscoreChannel Partner/ Reseller/ Distributor · 14 May 2024Pure Finance Group became the first customer finance service available on Angi Pro Perks platform, expanding customer financing and payment processing solutions to residential contractors through the Angi network.

Scale indicators7 records

Recent moves12 records

Expansion highlights5 records

Direct peers

• Wisetack: Wisetack offers consumer point-of-sale installment loans specifically to home services contractors (HVAC, plumbing, roofing, etc.), directly competing with Pure Finance Group's core customer financing product with similar soft-pull prequalification and lender-network underwriting model.
• Sunlight Financial: Sunlight Financial provides residential solar and home improvement financing through a national contractor network, directly competing with Pure's POS lending focus. Both serve contractors and homeowners in adjacent home-improvement verticals with similar loan products.
• Service Finance: Service Finance is a national lender offering unsecured consumer financing for home improvements through a dealer/contractor model, overlapping almost identically with Pure's customer financing product, dealer enrollment, and POS lending value proposition.
• Foundation Finance: Foundation Finance provides contractor-branded consumer financing for home improvement projects (roofing, HVAC, windows, siding), targeting the same dealer network and homeowner end-customers as Pure Finance Group.
• HFS Financial: HFS Financial is a home improvement lender offering unsecured consumer loans distributed through a national contractor network, directly comparable to Pure's lending products and dealer-driven distribution model.

Broad incumbents

• GreenSky (Goldman Sachs): GreenSky, now part of Goldman Sachs, is a major established POS financing platform for home improvement contractors with broad lender-bank partnerships; it competes with Pure at the upper end of the market and across similar verticals.
• Synchrony Financial: Synchrony is a large consumer-finance company with deep home improvement and contractor POS lending programs; it represents a broad incumbent competing for the same dealer relationships and homeowner financing demand that Pure addresses.
• LightStream (Truist): LightStream, a division of Truist, offers unsecured online consumer loans often used to fund home improvement projects; it competes for the same homeowner financing dollars but bypasses the contractor-dealer channel that defines Pure's model.

Emerging players

• Mosaic: Mosaic provides point-of-sale solar and home improvement financing through installer networks, partially overlapping with Pure's solar and home-improvement contractor financing focus but specializing more in clean-energy projects.

Others

• Angi Inc. Angi is both a channel partner (via Angi Pro Perks) and a residential home services marketplace that funnels homeowners to contractors; it is adjacent rather than directly competitive but shapes Pure's customer acquisition economics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/PureFinanceGroup
• LinkedInlinkedin.com/company/pure-finance-group

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Pure Finance Group