Priority Plus Financial
Priority Plus Financial is a US consumer loan marketplace that connects individual borrowers with 35+ lending partners via a single application with soft credit inquiry, earning referral fees on funded personal loans ranging from $5,000 to $100,000.
- Company typePrivate
- Founded2019
- HeadquartersCosta Mesa, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Priority Plus Financial does
Priority Plus Financial is a US-based consumer loan marketplace that connects individual borrowers with a network of 35+ third-party lending partners via a single online application. Founded in 2019 and operating as a Utah LLC, the company targets US adults seeking personal loans, debt consolidation, or financial reset options across all credit tiers, with loan amounts from $5,000 to $100,000 and APR ranges from 5.95% (AA tier) to 29.99%+. The platform is product-led and self-serve: consumers complete a quick online form, receive a soft credit inquiry that does not impact their credit score, and are matched with personalized offers from multiple lenders including SoFi, Prosper, Upstart, LendingClub, Upgrade, LightStream, Best Egg, Happy Money, and Reprise Financial.
The underlying technology stack is not proprietary — the company operates a web-based marketplace with 256-bit encryption for secure data transmission, supplemented by phone-based sales support. The core differentiator is process design (single application, soft pull, multi-lender comparison) rather than technology ownership. The company has accumulated 200,000+ customer inquiries and $8.5B+ in cumulative funded loan volume through its lending partners, holds an A+ BBB accreditation, and maintains an Excellent Trustpilot rating.
The business model is affiliate/referral-based: the marketplace is free for consumers, and Priority Plus Financial earns referral and lead-generation fees from lending partners for qualified applications and successful loan originations. Customer acquisition relies on paid digital advertising (Google, Bing), SEO-optimized organic content via the Financial Wellness Hub, and third-party review platforms. The company holds regulatory licensure across multiple states including NMLS registration (2242692), California Financing Law license (60DBO-134138), and a Utah lender license, with operations spanning the continental US, Alaska, and Hawaii. Headcount is reported in the 11–50 range across two office locations in Brentwood, TN (headquarters) and Costa Mesa, CA.
Priority Plus Financial firmographics
Firmographics- Name
- Priority Plus Financial
- Legal name
- Priority Plus Financial LLC
- Website
- https://priorityplusfinancial.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Priority Plus Financial is a US consumer loan marketplace that connects individual borrowers with 35+ lending partners via a single application with soft credit inquiry, earning referral fees on funded personal loans ranging from $5,000 to $100,000.
- Ownership category
- akta.pro rank
Priority Plus Financial industry classification
Industry- Product category
- Consumer Loan Marketplace
- NAICS
- Mortgage and Nonmortgage Loan Brokers (522310)
- SIC
- Loan Brokers (6163)
- akta.pro primary industry
- Personal Loan & Unsecured Credit Intermediation (FSAEAEAM)
- akta.pro secondary industries
- Short-Term Credit Broking & Lead Generation (FSAKAMAN), Multi-Loan / Multi-Creditor Consolidation Loans (FSAKAIAD)
Keywords
Where Priority Plus Financial is headquartered
LocationHeadquarters
- HQ city
- Costa Mesa
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Priority Plus Financial business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Marketing or Sales, Personnel, Technology or R&D, Operations
Revenue model
- Lead Generation / Referral Fees: PriorityPlus Financial operates as a marketplace connector that earns revenue by sharing consumer loan applications with lending partners. The company receives compensation from lenders for qualified loan referrals and applications.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Marketplace loan matching service |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Priority Plus Financial product offering
Product offeringCore offering
Priority Plus Financial operates as a consumer loan marketplace that connects individual borrowers with a network of 35+ third-party lending partners, including SoFi, Prosper, Upstart, LendingClub, Upgrade, LightStream, and Best Egg. Consumers complete a single online application using a soft credit inquiry and receive multiple personalized loan offers ranging from $5,000 to $100,000 with APRs from 5.95% to 29.99%. The company is not a direct lender; it earns referral fees from lending partners for qualified loan applications.
Product overview
PriorityPlus Financial operates a loan marketplace platform that connects consumers with a network of 35+ lending partners including SoFi, Prosper, Upstart, LendingClub, Upgrade, LightStream, and others. The core product is the Personal Loans Marketplace, which enables borrowers to submit a single application and receive multiple personalized loan offers. The Rate Checking Tool provides soft inquiry rate checks without credit score impact. Debt Consolidation Services help borrowers combine multiple debts into single payments. The Financial Wellness Hub provides educational content on credit, budgeting, and financial planning. The company acts as a marketplace connector, not a direct lender, facilitating loans ranging from $5,000 to $100,000 with APRs from 5.95% to 35.99%.
Differentiator
Problem solved
Functional benefit
Products and services
- Personal Loans Marketplace A loan marketplace platform that connects individual consumers with a network of 35+ third-party lending partners including SoFi, Prosper, Upstart, LendingClub, Upgrade, LightStream, and Best Egg. Borrowers submit a single online application and receive multiple personalized loan offers ranging from $5,000 to $100,000.
- Rate Checking Tool A soft-inquiry rate-check tool that lets consumers view personalized loan options from multiple lenders without impacting their credit score. Over 200,000 inquiries have been processed and more than $8.5B has been funded through lending partners.
- Debt Consolidation Services A debt consolidation offering that helps borrowers combine multiple existing payments into a single monthly payment through a marketplace-matched personal loan, often with lower interest rates and a clear payoff timeline.
Quantifiable outcome
- Loan amounts up to $100,000 available
- +3 more outcomes
Companies that use Priority Plus Financial
Customer profileNamed customers6 records
Segments2 records
Ideal customer profiles2 records
Priority Plus Financial technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Priority Plus Financial partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- SoFicoreMajor online personal lender offering loan products through PriorityPlus Financial marketplace. Sample offer shown: $40,000 at 6.99% APR for 48 months.
- ProspercorePeer-to-peer lending platform providing personal loans through PriorityPlus marketplace. Sample offer shown: $35,000 at 7.29% APR for 60 months.
- UpgradecoreFintech lender offering personal loans and credit cards through the marketplace. Sample offer shown: $30,000 at 8.49% APR for 36 months.
- LendingClubcoreOnline lending marketplace and financial services company providing personal loans through PriorityPlus network.
- UpstartcoreAI-powered lending platform offering personal loans with alternative underwriting criteria through PriorityPlus marketplace.
- Happy MoneyminorFinancial wellness-focused lender providing personal loans through the PriorityPlus marketplace network.
- Reprise FinancialminorLending partner in the PriorityPlus Financial marketplace network providing personal loan options.
- LightStreamminorOnline lender offering personal loans through PriorityPlus marketplace network.
- Best EggminorOnline personal loan lender. Sample offer shown: $25,000 at 8.99% APR for 36 months.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Priority Plus Financial competitors and assessment
Company assessmentDirect peers
- Credible: Multi-lender personal loan marketplace (also covers student loan refi and mortgages) operating on a soft-inquiry comparison model very similar to PriorityPlus. Was acquired by Fox Corporation, validating the strategic value of the model.
- Fiona: Multi-product financial marketplace connecting consumers with lenders across personal loans, credit cards, and banking products. Closely mirrors PriorityPlus's multi-lender, soft-inquiry comparison model.
- NerdWallet: Public consumer finance comparison platform with a strong personal loan comparison vertical, monetized via lender referral fees. Comparable in that it funnels consumers to lender offers but with a much broader content-led acquisition strategy.
- Bankrate: Red Ventures-owned financial comparison platform covering personal loans, mortgages, and credit cards. Comparable loan-comparison funnel and lender referral monetization, supported by an established content/SEO acquisition engine.
- LendingTree: Publicly traded loan marketplace connecting consumers with multiple lenders across personal loans, mortgages, and credit cards. Most directly comparable peer — same multi-lender comparison model, same affiliate/referral economics, but at far greater scale.
- Even Financial: Operates a financial product marketplace API connecting consumers with lenders across personal loans, cards, and deposit products. Acquired by JPMorgan Chase, illustrating the strategic appeal of lead-gen marketplaces to large financial institutions.
- Finder: Consumer comparison platform with a U.S. personal loan comparison vertical that routes consumers to multiple lender partners. Comparable marketplace model with a content-heavy SEO acquisition approach.
Broad incumbents
- MoneyLion: Public consumer fintech offering personal loans, credit, banking, and investment products alongside partner offers. Comparable in serving subprime/credit-challenged borrowers and operating a marketplace-plus-direct model.
- Credit Karma: Intuit-owned consumer finance platform with embedded personal loan marketplace and pre-qualification features. Compares to PriorityPlus on the loan-comparison UX but operates at significantly larger scale and with deeper integration into credit data.
- LendingClub: Major online lending marketplace that is also a direct lender and bank; appears in PriorityPlus's lending partner roster. Comparable as a destination for the same borrower but competes with PriorityPlus where consumers go direct rather than via a broker.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Priority Plus Financial social profiles
Digital presencePriority Plus Financial financial estimates
Financial estimateRevenue estimate
Valuation estimate
Priority Plus Financial leadership team
Management profileNumber of profiles
Priority Plus Financial funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Priority Plus Financial 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 Priority Plus Financial
What does Priority Plus Financial do?
Priority Plus Financial operates as a consumer loan marketplace that connects individual borrowers with a network of 35+ third-party lending partners, including SoFi, Prosper, Upstart, LendingClub, Upgrade, LightStream, and Best Egg. Consumers complete a single online application using a soft credit inquiry and receive multiple personalized loan offers ranging from $5,000 to $100,000 with APRs from 5.95% to 29.99%. The company is not a direct lender; it earns referral fees from lending partners for qualified loan applications.
Is Priority Plus Financial a public or private company?
Priority Plus Financial is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Priority Plus Financial founded?
Priority Plus Financial was founded in 2019. It employs 11 to 50 people.
Where is Priority Plus Financial based?
Priority Plus Financial is headquartered in Costa Mesa, United States, in the North America region.
How does Priority Plus Financial make money?
One revenue line is on record: lead Generation / Referral Fees.
Who are Priority Plus Financial's main competitors?
Direct peers on record are Credible, Fiona, NerdWallet, Bankrate, LendingTree, Even Financial and Finder. Broad incumbents are MoneyLion, Credit Karma and LendingClub.
Does Priority Plus Financial have an API?
No public API is recorded for Priority Plus Financial.
What industry is Priority Plus Financial in?
Priority Plus Financial's product category is Consumer Loan Marketplace. Its primary akta.pro industry code is FSAEAEAM, Personal Loan & Unsecured Credit Intermediation, with a secondary code of FSAKAMAN, Short-Term Credit Broking & Lead Generation. Its NAICS code is 522310 and its SIC code is 6163.