Vive Financial

What Vive Financial does

Vive Financial is a U.S. consumer finance company founded in 1983 and headquartered in Oklahoma City, operating as a wholly-owned subsidiary of PROG Holdings (NYSE: PRG). The company issued private-label and co-branded credit cards to consumers across the full credit spectrum, including subprime borrowers, and operated an omnichannel merchant lending platform serving retailers and healthcare providers nationwide. Its product portfolio included tiered private-label cards (Credit Card, Platinum, Preferred), an open-loop Vive Financial Mastercard, and vertical- or partner-branded cards (Home Depot, Sleep Number, Bob's Furniture, Furniture Mart/Ashley, Wellness, Pets, TAG).

The company's technology stack centered on an online cardholder portal at vivecard.com, native iOS and Android mobile applications, and a merchant-facing Merchant Portal at merchant.vivecard.com that enables retailers to enroll, submit applications, run credit decisions, process charges, configure promotional financing, and generate reports. Credit decisioning operates 24 hours a day, 7 days a week, with instant decisions during standard business hours and verification-based reviews outside those hours. Security controls include multi-factor authentication via email or SMS and a password policy requiring a minimum of 12 characters spanning at least three of four character classes.

Vive Financial generated revenue through consumer credit finance charges (interest and fees on revolving and installment credit), merchant transaction-based fees from retailer financing programs, and recurring cardholder account fees such as monthly maintenance and late charges. Go-to-market combined direct-to-consumer acquisition through the website and mobile apps, sales-led merchant acquisition supported by a New Relations Manager team, and channel partnerships via co-branded card programs embedded at major national retailers. As of October 2025, parent PROG Holdings reported the sale and discontinuation of Vive Financial's credit card portfolio, creating material revenue headwinds and effectively winding down the consumer-facing card business line while the underlying omnichannel lending infrastructure may continue to operate under new ownership.

Name

Vive Financial

Legal name

Vive Financial

Website

https://vivecard.com

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

251–500 employees

Short description

Vive Financial is a U.S. private-label credit card issuer founded in 1983 and a subsidiary of PROG Holdings (NYSE: PRG), serving consumers across the full credit spectrum via co-branded cards with national retailers and an omnichannel merchant lending platform. Its card portfolio was sold and discontinued as of October 2025.

Ownership category

akta.pro rank

Product category

Consumer Credit Cards

NAICS

Credit Card Issuing (52221), Credit Card Issuing (522210), Consumer Lending (522291)

SIC

Personal Credit Institutions (6141)

akta.pro primary industry

General Purpose Credit Cards (FSAKABAA)

akta.pro secondary industry

BNPL Card / Virtual Card Programs (FSAKACAC)

Keywords

• Private-label credit cards
• Consumer financing
• Retail credit programs
• Subprime credit cards
• Merchant lending platform

Headquarters

HQ city

Oklahoma City

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Consumer Credit Finance Charges: Revenue from interest charges, fees, and special promotional financing terms on revolving and installment credit extended to cardholders across the full credit spectrum, including subprime consumers.
2. Merchant Financing Services: Revenue from merchants participating in Vive's retail and healthcare financing programs, including transaction-based revenue from credit extended to merchant customers.
3. Recurring Cardholder Account Fees: Revenue from cardholder account services such as monthly maintenance, late fees, and other ancillary fees tied to active credit accounts.
4. Credit Card Portfolio (Discontinued October 2025): Vive Financial's credit card portfolio was sold and discontinued as of October 2025, per PROG Holdings' Q3 2025 earnings report, impacting consolidated revenues.

Pricing tiers

Go-to-market motion3 records

Core offering

Vive Financial provides a full range of credit products, including private-label and co-branded credit cards as well as an open-loop Mastercard, with affordable monthly payments and special promotional terms. It serves consumers across the full credit spectrum—including those with less-than-perfect or subprime credit—and operates a Merchant Portal (merchant.vivecard.com) that enables retailers and healthcare providers to enroll, run credit decisions 24/7, process charges, and configure promotional financing offers. The company is a wholly owned subsidiary of PROG Holdings (NYSE: PRG) and, as of October 2025, has discontinued its credit card portfolio.

Product overview

Vive Financial operates a single unified consumer-finance platform that has historically combined a cardholder-facing suite (the Vive Financial website, mobile apps for iOS and Android, and a portfolio of branded and co-branded credit cards) with a merchant-facing Merchant Portal at merchant.vivecard.com. The portfolio of cards includes the flagship Vive Financial Credit Card plus tiered variants (Platinum, Preferred) and the open-loop Vive Financial Mastercard, as well as vertical and partner co-branded cards such as Furniture Mart by Vive Financial, Bob's Furniture by Vive Financial, Home Depot by Vive Financial, Sleep Number by Vive Financial, Vive Financial Wellness, Vive Financial Pets, and Vive Financial TAG. The Merchant Portal is the operational module that lets enrolled retailers run credit decisions 24/7, process charges, set promotional financing, and access reporting — feeding the same credit and servicing infrastructure that powers the consumer cards. As of October 2025, parent PROG Holdings reported the discontinuation of the Vive Financial credit card portfolio, marking a wind-down of the consumer-facing card products while the underlying omnichannel lending platform has served retailers and healthcare providers nationwide since 1983.

Differentiator

Problem solved

Functional benefit

Products and services

• Vive Financial Credit Card Flagship private-label Vive Financial credit card offering affordable monthly payments, special promotional terms, and online account management for non-prime and prime consumers.
• Vive Financial Platinum Higher-tier Vive Financial private-label credit card with Platinum positioning for participating merchants nationwide.
• Vive Financial Preferred Preferred-tier Vive Financial private-label credit card offering promotional financing and credit-building features to consumers.
• Vive Financial Mastercard Open-loop Mastercard accepted everywhere Mastercard is accepted in the United States, expanding Vive Financial credit access beyond participating merchants.
• Furniture Mart by Vive Financial Co-branded financing card offered through Furniture Mart (Ashley) retailers in partnership with Vive Financial's full credit spectrum underwriting.
• Bob's Furniture by Vive Financial Co-branded credit card offered at Bob's Furniture stores, enabling special promotional financing and affordable monthly payments.
• Home Depot by Vive Financial Co-branded credit card for Home Depot purchases, providing promotional financing terms to home improvement shoppers.
• Vive Financial Wellness Vertical-specific Vive Financial card aimed at wellness/healthcare provider financing for consumers.
• Vive Financial Pets Vertical-specific Vive Financial card for pet care and pet retail purchases with promotional financing.
• Vive Financial TAG Vive Financial TAG card offering in-store financing for a TAG retail partner's customer base.
• Sleep Number by Vive Financial Co-branded Sleep Number financing card offering promotional terms for mattress and sleep-product purchases.
• Merchant Portal Online portal at merchant.vivecard.com that lets retailers enroll, submit applications, run credit decisions, process charges, manage promotions, and produce reports. Billed as an omnichannel lender serving online and in-store sales touchpoints.
• Vive Financial Mobile App (iOS and Android) Native mobile application available on Apple App Store and Google Play that lets cardholders view balances and transaction history, make web payments, set up automatic payments, and pay bills.

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• Credit One Bank: Issuer of credit cards targeted at consumers with less-than-perfect credit, including the open-loop Credit One Bank Mastercard. Comparable to Vive's general-purpose Mastercard for the non-prime segment.
• Bread Financial: Major private-label and co-brand credit card issuer (formerly Alliance Data/Comenity Capital Bank), serving retailers and travel brands. Directly comparable business model with branded cards, merchant financing, and bank-issued structure.
• Synchrony Financial: Largest U.S. private-label and co-branded credit card issuer, partnering with major retailers (e.g., home improvement, sleep, apparel). Closest direct comparable to Vive's retail co-brand card business across full credit spectrum.
• Concora Credit: Private-label credit card issuer focused on non-prime consumers, partnered with retailers across home and lifestyle verticals. Directly comparable to Vive's full-credit-spectrum underwriting approach and retail co-brand model.
• WebBank: A Utah-chartered industrial bank that partners with retailers and fintechs to issue private-label and co-branded credit cards. Comparable as a bank-issued infrastructure provider behind programs similar to Vive's.

Others

• Progressive Leasing: Sibling subsidiary under PROG Holdings offering lease-to-own financing for non-prime consumers at point of sale. Thematically related via shared parent, complementary non-prime focus, and shared customer base.

Emerging players

• Affirm: Point-of-sale installment financing provider offering promotional financing at merchant checkout. Comparable to Vive's promotional financing programs at the point of sale, though structured as installment rather than revolving.
• Katapult: Lease-to-own financing provider for non-prime consumers in verticals like furniture, mattresses, and electronics. Closely comparable to Vive's non-prime, vertical-specific (furniture, sleep) financing model.

Broad incumbents

• Citizens Financial Group: National bank offering private label and co-brand card programs through Citizens Private Client and retail partnerships. Comparable as a broad incumbent in private-label card issuance.
• OneMain Financial: Large established consumer lender serving non-prime borrowers with personal and auto loans. Comparable as a broad incumbent in non-prime consumer credit, though distribution is branch-based rather than card-based.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/Vive-Financial-101250382620796

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 Vive Financial