LoanCenter
LoanCenter is a US consumer lending platform offering title loans, personal loans, and auto loan financing across 29 states, serving credit-challenged borrowers and vehicle equity holders through digital channels and a 30,000+ dealership distribution network, backed by Westlake Financial Services.
- Company typePrivate
- Founded2001
- HeadquartersLos Angeles, United States
- Headcount51–100
- GTM typeB2C
- OfferingServices
What LoanCenter does
LoanCenter, legally operating as Wilshire Commercial Capital L.L.C. and Wilshire Consumer Credit, is a US consumer lending platform offering vehicle-backed and personal loans to credit-challenged and vehicle-equity-holding borrowers across 29 states. The company generates revenue through interest payments and origination fees on title loans ($2,510-$50,000 against cars, motorcycles, and RVs; APRs ranging 34.99%-157.99%), unsecured personal loans ($2,000-$5,000 in 27 states), and auto loan financing through a distribution partnership network exceeding 30,000 dealerships nationwide. The platform is differentiated by soft credit pull pre-qualification that avoids initial credit score impact, vehicle-value-based underwriting for borrowers with imperfect credit, and same-day or 48-hour funding capabilities.
The technology stack centers on a digital application platform supporting web-based pre-qualification, vehicle valuation assessment, and integration with DocuSign for digital loan document execution. Distribution operates through direct online and phone channels (toll-free inbound sales), physical title loan storefronts across 29 states, and a 30,000+ auto dealership network providing indirect auto origination. Marketing is multi-channel spanning paid search, TV/radio advertising, direct mail with pre-approved offers, and content marketing via the LoanCenter blog and credit education resources. Compliance infrastructure covers GLBA, CCPA, SCRA, USA PATRIOT Act, and state-specific lender licensing.
LoanCenter is privately held and operates as a subsidiary backed by Westlake Financial Services, a 25+ year incumbent in indirect automotive finance. The company does not disclose revenue publicly and has no equity funding activity recorded. Customer testimonials indicate repeat-borrower relationships, fast funding times (same-day possible for applicants before 3PM PST), and use cases spanning emergency cash, debt consolidation, home improvement, medical expenses, and vehicle purchase financing. A 2018-era DOJ settlement regarding SCRA compliance resulted in servicemember protection commitments including 6% APR caps and repossession protections for qualified military personnel.
LoanCenter firmographics
Firmographics- Name
- LoanCenter
- Legal name
- Wilshire Commercial Capital L.L.C.
- Website
- https://loancenter.com
- Company type
- Private
- Founded year
- 2001
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- LoanCenter is a US consumer lending platform offering title loans, personal loans, and auto loan financing across 29 states, serving credit-challenged borrowers and vehicle equity holders through digital channels and a 30,000+ dealership distribution network, backed by Westlake Financial Services.
- Ownership category
- akta.pro rank
LoanCenter industry classification
Industry- Product category
- Consumer Lending
- NAICS
- Consumer Lending (522291), Nondepository Credit Intermediation (5222), Sales Financing (52222)
- SIC
- Personal Credit Institutions (6141), Loan Brokers (6163)
- akta.pro primary industry
- Title Loans (Vehicle-Backed Short-Term Credit) (FSAKAMAD)
- akta.pro secondary industries
- Auto Title Loans (Vehicle-Backed Short-Term) (FSAKADAJ), New & Used Auto Purchase Loans (FSAKADAA), Small-Dollar Short-Term Installment Loans (Non-payday) (FSAKAMAI), Personal Loan Refinance (Rate/Term) (FSAKAIAB)
Keywords
Where LoanCenter is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
LoanCenter business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Title Loans: Secured loans using vehicle titles as collateral. Borrowers can borrow $2,510 to $50,000 based on vehicle equity. Interest rates vary by state, creditworthiness, and collateral value. Revenue generated through interest payments and origination fees.
- Personal Loans: Unsecured loans ranging from $2,000 to $5,000 (California: $2,500 to $5,000). Revenue comes from interest charged on the loan balance and potential origination fees.
- Auto Loans: Financing for vehicle purchases through partnership network of over 30,000 auto dealerships. Revenue generated through dealer commissions and interest on loans.
- Auto and Title Loan Refinancing: Refinancing existing auto or title loans to potentially lower interest rates or monthly payments. Revenue from origination fees and new interest-bearing loans.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Monthly | Title Loans: $2,510 to $50,000 based on vehicle equity |
| Unit Pricing | Monthly | Motorcycle Title Loans: Up to $4,000 |
| Unit Pricing | Monthly | RV Title Loans: Up to $4,000 |
| Unit Pricing | Monthly | Personal Loans: $2,000 to $5,000 |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels6 records
LoanCenter product offering
Product offeringCore offering
LoanCenter is a consumer lending platform offering title loans (secured by car, motorcycle, or RV titles ranging from $2,510 to $50,000), unsecured personal loans ($2,000–$5,000), auto loans through a 30,000+ dealership network, and refinancing options for both auto and title loans. The platform serves individual borrowers across 29 U.S. states with a digital-first application experience, soft-pull pre-qualification that does not impact credit scores, and same-day funding for qualified applicants.
Product overview
LoanCenter is a multi-product lending platform offering vehicle-backed loans and personal financing solutions. The core product suite consists of Auto Loans (vehicle financing through a network of 30,000+ dealerships), Title Loans (secured loans using car, motorcycle, or RV titles as collateral ranging from $2,510-$50,000), Personal Loans (unsecured loans $2,000-$5,000 in 27 states), and Refinance options for both auto and title loans. Products are offered under two operating entities: Wilshire Commercial Capital LLC/Wilshire Consumer Credit (for title loans and personal loans) and Westlake Direct LLC (for auto loans). All products share a unified online application experience, risk-free pre-qualification with no credit score impact, and access to a customer portal for account management.
Differentiator
Problem solved
Functional benefit
Products and services
- Title Loans Secured loans using vehicle titles as collateral, available for cars, motorcycles, and RVs with borrowing amounts ranging from $2,510 to $50,000 based on vehicle equity and creditworthiness. Borrowers can keep driving their vehicle during repayment.
- Car Title Loans Secured personal loans using a car title as collateral, allowing borrowers to keep driving while repaying. Loan amounts are based on vehicle value and creditworthiness.
- Motorcycle Title Loans Secured loans using a motorcycle as collateral, allowing borrowers to borrow up to $4,000 in cash while continuing to use their motorcycle.
- RV Title Loans Secured loans using recreational vehicles as collateral, with borrowing amounts up to $4,000 depending on RV value.
- Auto Loans Financing for purchasing new or used vehicles, with partnerships enabling pre-qualified vehicle shopping and instant pre-qualification for financing through the dealership network.
- Personal Loans Unsecured personal loans ranging from $2,000 to $5,000 (or $2,500 to $5,000 for California residents) for purposes including debt consolidation, home improvements, medical emergencies, and general personal expenses. Funds can arrive within 48 hours of approval.
- Auto Loan Refinance Refinancing option for existing auto loans to potentially lower interest rates or monthly payments.
- Title Loan Refinance Refinancing option for existing car, motorcycle, or RV title loans to potentially lower monthly payments and interest rates.
- Florida Secured Loans Secured loans specifically available for Florida residents, allowing borrowing between $2,510 and $50,000 against vehicle equity.
Quantifiable outcome
- Same-day funding available for qualified borrowers who apply before 3PM PST
- +2 more outcomes
Companies that use LoanCenter
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles3 records
LoanCenter technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
LoanCenter partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- DocuSigncoreElectronic signature platform used for loan document signing, enabling customers to complete loan paperwork digitally and securely without visiting physical locations.
- 30,000+ Auto DealershipscoreExtensive network of auto dealerships across the United States that work with LoanCenter to provide financing options to vehicle buyers. Customers can pre-qualify through LoanCenter and use financing at participating dealerships.
- SoFiminorSoFi logo appears on customer portal login page indicating some form of partnership or integration for lending services.
- CheckBca.orgminorThird-party rating and review platform where LoanCenter's parent company maintains a customer complaint reporting profile.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
LoanCenter competitors and assessment
Company assessmentDirect peers
- Speedy Cash: Speedy Cash offers title loans, payday loans, and installment loans across multiple U.S. states. Its multi-product, multi-channel consumer credit model and subprime focus directly overlap with LoanCenter's offerings.
- Credit Acceptance Corporation: Credit Acceptance funds vehicle purchases through a nationwide network of auto dealers for subprime borrowers. Its indirect auto lending model via dealer partnerships closely mirrors LoanCenter's auto loan distribution strategy.
- Advance America: Advance America operates a large network of retail storefronts offering payday, title, and installment loans. Its multi-product, brick-and-mortar-led consumer lending model is closely comparable to LoanCenter's hybrid digital/retail approach.
- World Finance: World Finance (World Acceptance) provides small installment loans to underbanked consumers through a U.S. branch network. It competes with LoanCenter in the unsecured personal installment loan category for credit-challenged borrowers.
- Mariner Finance: Mariner Finance is a large direct lender offering unsecured personal installment loans to consumers with less-than-perfect credit, with a significant branch footprint. Its personal loan focus and subprime borrower base mirror LoanCenter's personal loan segment.
- TitleMax: TitleMax is one of the largest U.S. title lending specialists, offering car title loans and related credit products directly comparable to LoanCenter's flagship title loan business. Both target subprime borrowers using vehicle equity as collateral.
- Regional Acceptance Corporation: Regional Acceptance provides indirect auto financing through franchised auto dealers for credit-challenged consumers. Its dealer-channel, subprime auto lending focus is comparable to LoanCenter's auto loan business.
- 1-800-TITLE-LOANS: 1-800-TITLE-LOANS specializes in vehicle title-secured lending with a multi-state physical footprint. It directly competes with LoanCenter in the car title loan category for credit-challenged borrowers.
Broad incumbents
- OneMain Financial: OneMain is the largest U.S. installment lender to non-prime consumers, offering secured and unsecured personal loans nationwide. It serves as the broad incumbent reference point for LoanCenter's personal loan and refinancing business.
- TMX Finance (parent of TitleMax): TMX Finance is the parent of TitleMax and operates the largest U.S. title lending footprint. It is comparable to LoanCenter as a scaled, multi-state title lending platform with similar product set and customer base.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
LoanCenter social profiles
Digital presenceLoanCenter compliance and trust
Trust signalCompliance6 records
LoanCenter financial estimates
Financial estimateRevenue estimate
Valuation estimate
LoanCenter leadership team
Management profileNumber of profiles
Profiles1 record
LoanCenter funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
LoanCenter 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 LoanCenter
What does LoanCenter do?
LoanCenter is a consumer lending platform offering title loans (secured by car, motorcycle, or RV titles ranging from $2,510 to $50,000), unsecured personal loans ($2,000–$5,000), auto loans through a 30,000+ dealership network, and refinancing options for both auto and title loans. The platform serves individual borrowers across 29 U.S. states with a digital-first application experience, soft-pull pre-qualification that does not impact credit scores, and same-day funding for qualified applicants.
Is LoanCenter a public or private company?
LoanCenter is a private company. It is classified as corporate owned and is currently operating.
When was LoanCenter founded?
LoanCenter was founded in 2001. It employs 51 to 100 people.
Where is LoanCenter based?
LoanCenter is headquartered in Los Angeles, United States, in the North America region.
How does LoanCenter make money?
Four revenue lines are on record. Title Loans are the primary driver. The others are personal Loans, auto Loans and auto and Title Loan Refinancing.
Who are LoanCenter's main competitors?
Direct peers on record are Speedy Cash, Credit Acceptance Corporation, Advance America, World Finance, Mariner Finance, TitleMax, Regional Acceptance Corporation and 1-800-TITLE-LOANS. Broad incumbents are OneMain Financial and TMX Finance (parent of TitleMax).
Does LoanCenter have an API?
No public API is recorded for LoanCenter.
What industry is LoanCenter in?
LoanCenter's product category is Consumer Lending. Its primary akta.pro industry code is FSAKAMAD, Title Loans (Vehicle-Backed Short-Term Credit), with a secondary code of FSAKADAJ, Auto Title Loans (Vehicle-Backed Short-Term). Its NAICS code is 522291 and its SIC code is 6141.