Sheffield Financial
Sheffield Financial is a Winston-Salem, NC-based specialty equipment finance division of Truist Bank that originates consumer and commercial retail loans through an authorized dealer network of 240+ equipment brands across powersports, marine, outdoor power equipment, and trailers.
- Company typePrivate
- Founded1992
- HeadquartersWinston Salem, United States
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Sheffield Financial does
Sheffield Financial, LLC is a North Carolina-based specialty equipment finance company that originates consumer and commercial retail loans for outdoor lifestyle equipment, including powersports vehicles (ATVs, motorcycles, snowmobiles, UTVs, golf cars), marine craft (boats, outboard engines, personal watercraft), outdoor power equipment (lawn mowers, compact tractors, snow equipment), and trailers. Founded in 1992 and acquired by Truist in August 1997, the company operates as a wholly-owned division of Truist Bank (Member FDIC, NYSE: TFC), drawing on its parent's balance sheet to extend credit through a network of authorized dealers across the United States. The company reports partnerships covering 240+ equipment brands, including multiyear OEM agreements with Mercury Marine and Triumph Motorcycles America Limited.
Sheffield's technology stack consists of a unified digital financing platform comprising three core surfaces: a direct-to-consumer online prequalification tool that returns fast eligibility decisions with no hard credit inquiry, a digital dealer portal that enables application submission, 15-minute credit decisions, 24-hour funding, and seven-day-a-week underwriting support, and a mobile application for iOS and Android that supports account management and payments. Loan products feature fixed interest rates, flexible terms, and no prepayment penalty, with promotional rate offerings available through manufacturer partnerships.
The company generates revenue through interest charges on financed equipment purchases, monetizing a transaction-based take rate on originated loans distributed exclusively through its authorized dealer channel. Headcount is reported in the 51–100 range, with headquarters in downtown Winston-Salem, NC and operations support addresses in Winston-Salem and Charlotte. Sheffield Financial itself is a private, non-publicly-disclosed operating division of Truist Financial Corporation and does not report standalone revenue or origination volume figures.
Sheffield Financial firmographics
Firmographics- Name
- Sheffield Financial
- Legal name
- Sheffield Financial
- Website
- https://sheffieldfinancial.com
- Company type
- Private
- Founded year
- 1992
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Sheffield Financial is a Winston-Salem, NC-based specialty equipment finance division of Truist Bank that originates consumer and commercial retail loans through an authorized dealer network of 240+ equipment brands across powersports, marine, outdoor power equipment, and trailers.
- Ownership category
- akta.pro rank
Sheffield Financial industry classification
Industry- Product category
- Consumer Equipment Finance
- NAICS
- Sales Financing (52222), Nondepository Credit Intermediation (5222)
- SIC
- Personal Credit Institutions (6141)
- akta.pro industry
- Motorcycle & Powersports FinanceNew & Used Auto Purchase Loans
Keywords
Where Sheffield Financial is headquartered
LocationHeadquarters
- HQ city
- Winston Salem
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Sheffield Financial business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Equipment Financing: Sheffield Financial provides consumer and commercial retail loans for dealers of outdoor lifestyle equipment including powersports, marine, outdoor power equipment, and trailers. Revenue is generated through interest charges on financed equipment purchases.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Monthly | Competitive fixed rate financing with flexible terms |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Sheffield Financial product offering
Product offeringCore offering
Sheffield Financial originates consumer and commercial retail installment loans for powersports, marine, outdoor power equipment, and trailers through an authorized dealer network. Loan applications are submitted by dealers via a digital dealer portal, with customers able to prequalify online before visiting the dealership. Loans are serviced through a customer portal and a mobile app, with fixed interest rates, flexible terms, no prepayment penalty, 15-minute dealer credit decisions, and 24-hour funding.
Product overview
Sheffield Financial is a specialized equipment financing division of Truist Bank offering consumer and commercial retail loans for powersports, marine, outdoor power equipment, and trailers. The company operates a unified digital financing platform comprising an online prequalification tool, digital dealer portal, and mobile app. Financing is available through partnerships with over 240 equipment manufacturers including Triumph Motorcycles and Mercury Marine, enabling dealers to access competitive rates, streamlined loan contracts, and seven-day-a-week underwriting support.
Differentiator
Problem solved
Functional benefit
Products and services
- Powersports Financing Consumer and commercial retail loan financing for powersports equipment including ATVs, UTVs, motorcycles, snowmobiles, and golf cars/PTVs, originated through Sheffield's authorized powersports dealer network.
- Marine Financing Retail loan financing for boats, outboard engines, and personal watercraft through authorized marine dealers, supported by Sheffield's marine underwriting team and digital prequalification.
- Outdoor Power Equipment Financing Consumer and commercial retail loan financing for outdoor power equipment including lawn mowers, compact tractors, and snow equipment through authorized outdoor equipment dealers.
- Trailer Financing Retail loan financing for trailers and truck beds through authorized trailer dealers across the United States, leveraging Sheffield's 240+ equipment brand partnerships.
Quantifiable outcome
- Prequalification with no impact to credit score
- +2 more outcomes
Companies that use Sheffield Financial
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles2 records
Sheffield Financial technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature3 records
Sheffield Financial partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- Triumph Motorcycles America LimitedcoreSheffield Financial and Triumph Motorcycles America Limited extended their retail financing partnership through a multiyear agreement. The partnership provides Triumph dealers across the United States with digital tools, competitive financing options, and dealer support to enhance customer experience. Dealers gain access to Sheffield Financial's digital dealer portal, streamlined loan contracts, and underwriting support available seven days a week.
- Mercury MarinecoreSheffield Financial and Mercury Marine launched a retail financing partnership to simplify the purchase of Mercury outboard engines and boat packages. The program offers competitive rates, digital prequalification technology for dealers, and seven-day-a-week access to Sheffield's marine underwriting team to enable fast credit decisions. The partnership aims to meet growing customer expectations for a connected financing experience from online research through in-dealership closing.
Scale indicators4 records
Recent moves5 records
Expansion highlights4 records
Sheffield Financial competitors and assessment
Company assessmentDirect peers
- Synchrony Financial: Synchrony is the largest U.S. private-label credit card and point-of-sale retail finance provider, financing powersports, marine, and outdoor-recreation purchases through dealer networks. Direct overlap with Sheffield in recreational-vehicle financing through OEM and dealer partnerships.
- Yamaha Motor Finance: Captive finance arm of Yamaha Motor Corporation offering retail financing for motorcycles, ATVs, snowmobiles, boats, and outboard engines through Yamaha dealers. Competes head-to-head with Sheffield for powersports and marine floor-plan and retail financing at the dealer.
- BRP Finance (Bombardier Recreational Products): Captive financing for Ski-Doo, Sea-Doo, Can-Am and other powersports/utility vehicles. Competes with Sheffield for dealer relationships in the same verticals (powersports, personal watercraft).
- Polaris Financial Services: Captive finance arm of Polaris Inc., providing retail lending for Indian Motorcycle, RZR, Ranger and other Polaris powersports brands. Direct competitor in powersports dealer financing against Sheffield.
- Mercury Finance (Brunswick): Captive financing offered through Mercury Marine dealers for outboard engines and boat packages. Direct competitor to Sheffield Marine Financing in the same dealer ecosystem.
Broad incumbents
- Citi Retail Services: Citi's large-scale retail credit-card and consumer-finance business that partners with major retailers and OEMs, including outdoor and recreation categories. Overlaps with Sheffield at the dealer point of sale but at much greater scale and across many more verticals.
- Ally Financial: Major U.S. consumer automotive lender with growing recreational-vehicle and powersports exposure through dealer relationships. A broad incumbent in retail vehicle financing that competes with Sheffield in motorcycle and marine lending.
- TD Auto Finance: Large U.S. indirect auto and powersports lender active at motorcycle, marine, and RV dealers. Overlaps with Sheffield on retail installment financing for recreational vehicles.
Emerging players
- Affirm: Public point-of-sale consumer lender rapidly expanding into higher-ticket categories including powersports and marine through merchant and dealer integrations. An emerging fintech challenger that could disintermediate traditional dealer-channel financing.
- Kubota Credit Corporation: Captive finance arm of Kubota providing retail financing for compact tractors and outdoor power equipment through dealer networks. Direct overlap with Sheffield Outdoor Power Equipment Financing segment.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights5 records
Customer concentration
Sheffield Financial social profiles
Digital presenceSheffield Financial financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sheffield Financial leadership team
Management profileNumber of profiles
Profiles1 record
Sheffield Financial funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sheffield 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 Sheffield Financial
What does Sheffield Financial do?
Sheffield Financial originates consumer and commercial retail installment loans for powersports, marine, outdoor power equipment, and trailers through an authorized dealer network. Loan applications are submitted by dealers via a digital dealer portal, with customers able to prequalify online before visiting the dealership. Loans are serviced through a customer portal and a mobile app, with fixed interest rates, flexible terms, no prepayment penalty, 15-minute dealer credit decisions, and 24-hour funding.
Is Sheffield Financial a public or private company?
Sheffield Financial is a private company. It is classified as corporate owned and is currently operating.
When was Sheffield Financial founded?
Sheffield Financial was founded in 1992. It employs 51 to 100 people.
Where is Sheffield Financial based?
Sheffield Financial is headquartered in Winston Salem, United States, in the North America region.
How does Sheffield Financial make money?
One revenue line is on record: equipment Financing.
Who are Sheffield Financial's main competitors?
Direct peers on record are Synchrony Financial, Yamaha Motor Finance, BRP Finance (Bombardier Recreational Products), Polaris Financial Services and Mercury Finance (Brunswick). Broad incumbents are Citi Retail Services, Ally Financial and TD Auto Finance. Emerging players are Affirm and Kubota Credit Corporation.
Does Sheffield Financial have an API?
No public API is recorded for Sheffield Financial.
What industry is Sheffield Financial in?
Sheffield Financial's product category is Consumer Equipment Finance. Its primary akta.pro industry code is FSAKADAG, Motorcycle & Powersports Finance, with a secondary code of FSAKADAA, New & Used Auto Purchase Loans. Its NAICS code is 52222 and its SIC code is 6141.