What True Heroes does

True Heroes LLC, doing business as TH Funding, is a private, family-owned online intermediary founded in 2016 and headquartered in Sandy, Utah. The company operates a web-based funding marketplace that connects individuals, entrepreneurs, and small to medium-sized businesses with a network of third-party lending partners. Its core offerings include installment loans (funded within 24 hours to 5 days), instant credit card funding (immediate virtual card access upon approval), and flexible business and personal credit lines (3-4 week funding timeline), each differentiated by soft credit pulls, no prepayment penalties, and team-supported guidance from pre-screening through funding completion.

TH Funding does not lend its own capital; instead, it monetizes through referral and origination commissions on loans facilitated via its lending partner network. The technology platform is lightweight: a Squarespace-hosted website with online pre-screen forms, email/text communication, and a youcanbook.me scheduling integration. Go-to-market combines a consultative inside-sales motion (one-business-day callback, relationship-based guidance) with a B2B channel partner offering ('Funding for Your Customers') that allows other businesses to offer TH Funding financing solutions to their own clients. Marketing is driven by organic content through a Spotify podcast (CEOs Playbook), Instagram (@thfunding), and YouTube (@trueheroesllc6921).

The team is small and family-led (approximately seven members including founders Randal and Andrea Davidson and other Davidson and Day family members), and operations are concentrated in the United States with an emphasis on the Utah market. There is no disclosed external funding, no institutional ownership, no AI/ML capabilities, no patents, and no regulatory actions on record. Customer evidence consists of three named SMB testimonials with multi-year relationships, consistent with a distributed SMB and individual borrower book rather than enterprise anchor dependencies.

Name

True Heroes

Legal name

True Heroes LLC

Website

https://trueheroesllc.com

Company type

Private

Founded year

2016

Operating status

Operating

Short description

True Heroes LLC (d/b/a TH Funding) is a family-owned online intermediary based in Sandy, Utah, that connects individuals, entrepreneurs, and small businesses with a network of lending partners offering installment loans, credit card funding, and credit lines in exchange for referral commissions.

Ownership category

akta.pro rank

Product category

Loan Marketplace and Funding Brokerage

NAICS

Activities Related to Credit Intermediation (5223)

SIC

Loan Brokers (6163)

akta.pro primary industry

Merchant Cash Advance & Payment-linked Lending (CRAFALAK)

Keywords

• Lending marketplace
• Business financing
• Installment loans
• Credit line brokerage
• Consumer credit solutions

Headquarters

HQ city

Sandy

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Funding/Financing Facilitation: TH Funding connects individuals, entrepreneurs, and businesses with lending partners and financing solutions. The company earns revenue by facilitating access to various funding products including installment loans, credit card funding, and business/personal credit lines. Revenue appears to come from referral fees, origination fees, or commissions from lending partners rather than interest earned directly on loans.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

True Heroes LLC (d/b/a TH Funding) operates a lending marketplace that connects individuals, entrepreneurs, and growing businesses with third-party lending partners offering installment loans, instant credit card funding, and business and personal credit lines. The company earns referral or origination commissions by matching pre-screened applicants to appropriate credit products through a consultative, inside-sales-driven process supported by soft-pull pre-approvals.

Product overview

True Heroes LLC operates TH Funding, a unified full-service financing platform that connects clients to lending partners. The portfolio consists of three core products: Installment Loans (fixed monthly payments with 24-hour to 5-day funding), Instant Credit Card Funding (immediate virtual card access upon approval), and Business & Personal Credit Lines (flexible credit with higher amounts and low introductory rates). These products serve individuals, entrepreneurs, and growing businesses seeking personal funding, business growth capital, education financing, and coaching program funding.

Differentiator

Problem solved

Functional benefit

Products and services

• Installment Loans Fixed monthly payment installment loans facilitated through True Heroes' lending partner network, with funding available in as little as 24 hours to 5 days. Designed for individuals and businesses seeking accessible financing, with no prepayment penalties noted.
• Instant Credit Card Funding Credit card funding product for qualified applicants, providing immediate virtual card access and fast purchasing power upon approval through True Heroes' lending partner network.
• Business & Personal Credit Lines Flexible revolving credit line options for both business and personal needs, providing access to higher funding amounts with low introductory rates. Funding timelines of 3-4 weeks are typical for credit lines.
• Funding for Your Customers (Channel Partner Program) A B2B offering enabling other businesses (brokers, agents, or companies) to provide or refer financing solutions to their own customers through True Heroes' lending partner network, allowing partners to add a revenue stream while TH Funding handles lender matching.

Quantifiable outcome

• Funding available in as little as 24 hours to 5 days for installment loans
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• LendingTree: Operates the largest online loan marketplace in the US, connecting consumers and SMBs with multiple lenders across credit cards, personal loans, and business financing. Compares to TH Funding as both function as multi-lender referral marketplaces, though at vastly larger scale and with national brand presence.
• NerdWallet: Consumer finance comparison platform that aggregates credit card, personal loan, and SMB lending offers from multiple providers. Comparable to TH Funding as a credit-shopping funnel for consumers, though NerdWallet monetizes primarily via advertising rather than direct origination fees.
• Bankrate: Established consumer financial comparison publisher and marketplace that aggregates lending products from banks and lenders. Comparable to TH Funding as a credit-shopping channel, with a broader editorial model and much larger scale.
• Funding Circle: Online small business lending marketplace offering term loans and lines of credit to SMBs through a network of investors and partners. Comparable to TH Funding's SMB financing focus, though Funding Circle is a publicly listed, much larger operator with proprietary capital markets infrastructure.

Direct peers

• Lendio: Online small business loan marketplace that connects SMB borrowers with a network of lenders offering term loans, lines of credit, and SBA products. Closely comparable to TH Funding's business-credit-line facilitation model and SMB customer segment, though Lendio operates nationally with broader product depth.
• Credible: Multi-lender online marketplace for consumer credit products including personal loans, credit cards, and student loan refinancing. Directly comparable to TH Funding's consumer-facing installment loan and credit-card facilitation motion, including soft-pull pre-qualification.
• Fundera: Small business loan marketplace (a Bankrate company) matching SMBs with lenders across lines of credit, term loans, and SBA products. Highly comparable to TH Funding's SMB business-credit-line offering and consultative inside-sales motion.
• SmartBiz: Tech-enabled SBA and small business loan marketplace partnering with banks to originate SMB loans. Comparable to TH Funding as a small-business-focused lending intermediary, though SmartBiz specializes more narrowly in SBA products and is far more institutionalized.
• Biz2Credit: Online small business financing marketplace connecting SMBs with banks, credit unions, and alternative lenders for term loans, lines of credit, and working capital. Comparable as a multi-lender SMB financing intermediary with a consultative sales approach.
• Even Financial: Financial product search and recommendation platform connecting consumers with lenders for credit cards, loans, and other products via embedded APIs. Comparable to TH Funding as a multi-lender credit-intermediation layer, though Even operates as an embedded B2B infrastructure player rather than direct-to-consumer.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@trueheroesllc6921
• Instagraminstagram.com/thfunding

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 True Heroes