Personify Financial
Personify Financial, operated by Applied Data Finance, LLC, is an online consumer installment lender serving subprime and near-prime borrowers in 27 US states with personal loans from $500 to $15,000, using alternative-data underwriting via a digital self-serve platform and a bank-partner origination model.
- Company typePrivate
- Founded2015
- HeadquartersSan Diego, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Personify Financial does
Personify Financial, operated by Applied Data Finance, LLC (Delaware), is an online consumer installment lending platform that originates personal loans to subprime and near-prime borrowers across 27 US states. The company targets individuals with less than perfect credit who may not qualify for prime bank products, evaluating creditworthiness using factors beyond traditional credit scores via a digital application that performs a soft inquiry for pre-qualification without impacting the borrower's credit score. Loan amounts range from $500 to $15,000 with terms of 12 to 48 months, and APRs span 36.00% to 179.50% depending on state and creditworthiness, with origination fees of 5% to 5.49%. In many states, loans are issued through a bank-partner model using First Electronic Bank, a Utah-chartered industrial bank, while in other states Personify originates directly under its own state lending licenses.
The underlying technology is a self-serve online origination platform accessible at app.personify.com, secured with 256-bit SSL encryption, supported by credit bureau integrations (TransUnion, Experian, Equifax), bank-account data aggregation via Rightfoot, fraud/risk data from LexisNexis, and a captive data science subsidiary (ADF Data Science Private Limited). Borrower-facing features include a secured online account portal, autopay with account-credit incentives, a Rate Reduction Program tied to on-time payments, a Temporary Payment Relief Program for hardship, a Loan Settlement Program, and free monthly FICO score access, with on-time payments reported to credit bureaus to support credit building.
The business model is direct-to-consumer with revenue generated primarily from interest income on installment loans (APR 36.00%-179.50%) plus one-time loan origination fees (5%-5.49% of loan amount). The company uses a digital-first go-to-market motion including organic search, third-party review platforms (Trustpilot, Google, BBB), and affiliate/partner channels (Credit Karma, JG Wentworth). Personify competes in the specialty consumer finance segment where high APRs and flexible underwriting enable access to a borrower pool underserved by mainstream banks.
Personify Financial firmographics
Firmographics- Name
- Personify Financial
- Legal name
- Applied Data Finance, LLC
- Website
- https://personifyfinancial.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Personify Financial, operated by Applied Data Finance, LLC, is an online consumer installment lender serving subprime and near-prime borrowers in 27 US states with personal loans from $500 to $15,000, using alternative-data underwriting via a digital self-serve platform and a bank-partner origination model.
- Ownership category
- akta.pro rank
Personify Financial industry classification
Industry- Product category
- Consumer Online Personal Lending
- NAICS
- Credit Intermediation and Related Activities (522)
- SIC
- Personal Credit Institutions (6141)
- akta.pro primary industry
- Emergency & Short-Term Installment Personal Loans (Unsecured) (FSAKAAAH)
- akta.pro secondary industry
- Large Purchase & Lifestyle Personal Loans (Unsecured Installment) (FSAKAAAG)
Keywords
Where Personify Financial is headquartered
LocationHeadquarters
- HQ city
- San Diego
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Personify Financial business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Others
Revenue model
- Interest Income: Revenue generated from interest charged on installment loans. APR ranges from 36.00% to 179.50% depending on creditworthiness and state of residence.
- Loan Origination Fees: One-time origination fees charged at loan approval, ranging from 5% to 5.49% of the loan amount, added to the principal balance.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Alabama: Loan amounts from $500 to $15,000, APR 36.00% to 179.50%, terms of 12-48 months, origination fee 5-5.49% |
| Unit Pricing | Pay-as-you-go | Georgia: Loan amounts from $3,100 to $10,000, APR 36.00% to 59.99% |
| Unit Pricing | Pay-as-you-go | Hawaii: Loan amounts from $1,600 to $15,000 |
| Unit Pricing | Pay-as-you-go | Wisconsin: Maximum origination fee of 5% of financed amount or $175, whichever is lower |
Go-to-market motion2 records
Distribution channels1 record
Marketing channels4 records
Personify Financial product offering
Product offeringCore offering
Personify Financial is an online consumer lender that originates installment personal loans to U.S. consumers, with a focus on subprime and near-prime borrowers. Loans range from $500 to $15,000 over 12-to-48-month terms at APRs of 36.00%–179.50%, with a 5%–5.49% origination fee added to the principal. The application is 100% digital, pre-qualification uses a soft credit inquiry that does not affect the borrower's FICO score, and approved funds are typically deposited the next business day. A bank-partner relationship with First Electronic Bank supports loan issuance in multiple states under the Personify Platform.
Product overview
Personify Financial is an online personal lending platform operated by Applied Data Finance, LLC, offering installment loans through two programs: loans made directly by Personify Financial (in certain states) and loans made by First Electronic Bank using the Personify Platform (in other states). The core product is Personal Loans, including a Bad Credit Loans variant that evaluates factors beyond traditional credit history. The ecosystem consists of the Borrower Portal for account management, supplemented by credit-building features (Rate Reduction Program, Free Monthly FICO Score), payment features (Autopay, Temporary Payment Relief Program), and a Loan Settlement Program for eligible accounts.
Differentiator
Problem solved
Functional benefit
Products and services
- Personal Loans Online installment personal loan offering for U.S. consumers, providing funds from $500 to $15,000 with terms of 12–48 months, APRs of 36.00%–179.50%, and a one-time origination fee of 5%–5.49% added to the principal. Suitable for individual borrowers seeking fast, transparent financing for personal expenses, debt consolidation, or credit building.
- Bad Credit Loans Online installment loan product under the Personify platform targeted at consumers with less-than-perfect credit who are often rejected by prime lenders. Underwriting considers alternative data beyond credit scores so applicants can qualify for personal financing based on a fuller view of their creditworthiness.
Quantifiable outcome
- Funds deposited next business day after approval and e-signature
- +3 more outcomes
Companies that use Personify Financial
Customer profileNamed customers3 records
Segments2 records
Ideal customer profiles2 records
Personify Financial technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
Feature4 records
Personify Financial partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and minor.
- First Electronic BankcoreFirst Electronic Bank, a Utah-chartered industrial bank located in Salt Lake City, Utah, is a key lending partner. Personify works with First Electronic Bank to originate installment loans made by First Electronic Bank using the Personify Platform. Many state-specific loan programs are offered through this partnership, with Personify providing the technology platform and First Electronic Bank as the bank entity issuing loans.
- JG Wentworth Company, LLCminorJoint marketing partner referenced in the privacy notice. JG Wentworth Company, LLC and its affiliates and subsidiaries have a formal joint-marketing agreement with Personify Financial to market financial products or services together.
Scale indicators1 record
Recent moves6 records
Expansion highlights5 records
Personify Financial competitors and assessment
Company assessmentDirect peers
- OppFi (formerly OppLoans): OppFi is a direct competitor offering installment loans to subprime borrowers with similar APR ranges and online application flows. Both companies target credit-challenged consumers with bank-partner-based origination and similar loan amounts and terms.
- OneMain Financial: OneMain is a large subprime-focused personal loan provider with a comparable product (unsecured installment loans) and customer profile. It competes with Personify in the bad-credit personal loan category, though with a primarily branch-based model.
- Avant: Avant offers online personal installment loans targeting borrowers with fair-to-poor credit, directly overlapping with Personify's bad-credit loan product. Both platforms provide next-business-day funding, soft-pull pre-qualification, and similar loan size ranges.
- Best Egg: Best Egg is a direct online personal loan competitor with a similar self-serve application experience and bank-partner origination model. Its loan amounts and terms overlap meaningfully with Personify's core personal loan product.
- LendingClub: LendingClub is an established online personal loan marketplace offering unsecured installment loans to consumers. It overlaps with Personify on customer profile and product structure, though typically targets a more prime borrower base.
- Upstart: Upstart is an AI-driven online lending platform offering personal loans with alternative-data underwriting. Its model of evaluating factors beyond FICO directly mirrors Personify's value proposition, although Upstart typically serves a broader credit spectrum.
- Prosper Marketplace: Prosper is an online personal loan marketplace with comparable loan sizes, terms, and direct-to-consumer digital flow. Both serve consumers seeking unsecured installment credit outside traditional bank channels.
- Regional Finance: Regional Finance is a subprime installment lender with a similar focus on non-prime borrowers needing personal loans for emergencies and consolidation. It competes directly with Personify's core offering, though with a more branch-heavy distribution model.
Broad incumbents
- SoFi: SoFi is a broad incumbent in online personal lending, offering a wider product portfolio (prime borrowers, mortgages, etc.). It is comparable as a personal loan competitor at the higher credit-quality end of the market.
Emerging players
- Lendly: Lendly is a smaller online lender specializing in personal installment loans for subprime borrowers, often using alternative employment and cash-flow data. It overlaps with Personify on customer segment and underwriting philosophy.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks1 record
Key highlights7 records
Customer concentration
Personify Financial social profiles
Digital presencePersonify Financial compliance and trust
Trust signalCompliance7 records
Personify Financial financial estimates
Financial estimateRevenue estimate
Valuation estimate
Personify Financial leadership team
Management profileNumber of profiles
Personify Financial subsidiaries and ownership
Company hierarchySubsidiaries2 records
Personify Financial funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Personify 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 Personify Financial
What does Personify Financial do?
Personify Financial is an online consumer lender that originates installment personal loans to U.S. consumers, with a focus on subprime and near-prime borrowers. Loans range from $500 to $15,000 over 12-to-48-month terms at APRs of 36.00%–179.50%, with a 5%–5.49% origination fee added to the principal. The application is 100% digital, pre-qualification uses a soft credit inquiry that does not affect the borrower's FICO score, and approved funds are typically deposited the next business day. A bank-partner relationship with First Electronic Bank supports loan issuance in multiple states under the Personify Platform.
Is Personify Financial a public or private company?
Personify Financial is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Personify Financial founded?
Personify Financial was founded in 2015. It employs 11 to 50 people.
Where is Personify Financial based?
Personify Financial is headquartered in San Diego, United States, in the North America region.
How does Personify Financial make money?
Two revenue lines are on record. Interest Income is the primary driver. The others are loan Origination Fees.
Who are Personify Financial's main competitors?
Direct peers on record are OppFi (formerly OppLoans), OneMain Financial, Avant, Best Egg, LendingClub, Upstart, Prosper Marketplace and Regional Finance. SoFi is listed as a broad incumbent. Lendly is listed as an emerging player.
Does Personify Financial have an API?
No public API is recorded for Personify Financial.
What industry is Personify Financial in?
Personify Financial's product category is Consumer Online Personal Lending. Its primary akta.pro industry code is FSAKAAAH, Emergency & Short-Term Installment Personal Loans (Unsecured), with a secondary code of FSAKAAAG, Large Purchase & Lifestyle Personal Loans (Unsecured Installment). Its NAICS code is 522 and its SIC code is 6141.