What Cash King does

Cash King Co. is a privately held online lending marketplace founded in 2010 and headquartered at 207 11th Ave., Nampa, Idaho. The company operates as an intermediary—not a lender—that connects US consumers, primarily those with poor or damaged credit, with a network of vetted direct lenders offering unsecured installment (signature) loans. Loan amounts facilitated through the platform range from $100 to $50,000, with short-term loans of $200, $400, and $600 identified as the most popular tiers. The 4-minute online application does not initiate a hard credit check; instead, lenders in the network may review alternative credit files such as Teletrack, DataX, or CL Verify, and approved funds are typically direct-deposited into the borrower's bank account.

The company's core technology is a self-service web application and lender-matching platform, supported by an extensive SEO-driven content footprint reportedly consisting of 1,500+ indexed pages covering loan payment calculators, loan-amount landing pages (e.g., $100, $250, $300, $400, $700, $3,000, $5,000), and state-specific regulatory guidance. Cash King maintains organic presence on Facebook, Twitter, YouTube and Pinterest as auxiliary top-of-funnel channels. The platform deliberately disclaims any role in setting APR, interest rates, or loan terms.

Cash King monetizes exclusively through an affiliate referral / lead-generation model: it collects borrower application data, transmits qualified applications to lenders in its network, and receives compensation from those lenders. The website carries no fee for the consumer and no obligation is created until the borrower reviews and accepts a specific lender's offer documents. The customer base is a horizontal mass-market slice of US consumers with primary use cases including emergency cash needs, debt consolidation, paycheck-gap financing, and short-term credit for borrowers rejected by conventional banks. Service is nationwide but constrained by individual state usury and installment lending regulations, which the company explicitly cites as the primary determinant of loan availability and ticket size.

Name

Cash King

Legal name

Cash King Co.

Website

https://cashkingco.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

51–100 employees

Short description

Cash King is an online lending marketplace that connects US consumers—primarily those with poor credit—to a nationwide network of direct lenders offering signature installment loans from $100 to $50,000, and monetizes borrower applications via lead-generation fees paid by lenders.

Ownership category

akta.pro rank

Product category

Online Lending Marketplace

NAICS

Mortgage and Nonmortgage Loan Brokers (52231)

SIC

Loan Brokers (6163)

akta.pro primary industry

Short-Term Credit Broking & Lead Generation (FSAKAMAN)

akta.pro secondary industry

Cash Advance (Online & Storefront) (FSAKAMAC)

Keywords

• Online lending marketplace
• Signature loans
• Bad credit loans
• Loan matching service
• Short-term installment loans

Headquarters

HQ city

Nampa

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Lead Generation / Application Data Monetization: Cash King Co generates revenue by collecting borrower application information and sharing it with lenders in their network. The company receives compensation from lenders for sending them qualified loan applications. This is essentially a lead-generation model where the product is the borrower application data.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Cash King operates an online lending marketplace that connects individual borrowers with a network of vetted direct lenders across the United States. The company is not a direct lender but facilitates signature and installment loan offers ranging from $100 to $50,000 by collecting borrower applications and matching them with lenders willing to fund short-term credit, including to consumers with poor or damaged credit. Revenue is generated by receiving compensation from lenders for qualified application referrals.

Product overview

Cash King operates as an online loan marketplace connecting borrowers with poor credit to a network of trusted direct lenders across the USA. The company offers Signature Loans as its primary product, along with a Loan Calculator tool. Loan amounts range from $100 to $50,000, with short-term options of $200, $400, and $600 being most popular. The platform matches applicants with lenders who provide unsecured installment loans featuring equal monthly payments and set payoff schedules. Cash King is not a direct lender itself but acts as an intermediary service.

Differentiator

Problem solved

Functional benefit

Products and services

• Signature Loans Unsecured installment loans offered through Cash King's network of direct lenders, featuring equal monthly payment options and no hard credit check requirement, available to US consumers including those with poor credit.
• Short-Term Cash Loans Small-dollar short-term loans ranging from $100 to $600, designed as an alternative to payday loans with easier payoff terms, including popular $200, $400, and $600 loan options.
• Loan Calculator Online financial tool that helps prospective borrowers estimate potential loan payment amounts and repayment terms for various loan sizes and durations.

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Network of Direct LenderscoreChannel Partner/ Reseller/ DistributorCash King Co has partnered with direct lenders across the USA to facilitate signature loans and installment loans. The network includes vetted loan companies that offer unsecured loans with equal monthly payment options. When a borrower applies, Cash King attempts to match them with a lender from this network. The company may receive compensation from these lenders for qualified application referrals.

Scale indicators3 records

Recent moves4 records

Expansion highlights4 records

Emerging players

• MoneyLion: Digital financial services platform offering credit-builder loans, cash advances, and personal loans to non-prime consumers. Operates in an overlapping borrower segment and increasingly competes for the same lead flow that Cash King aggregates.
• Possible Finance: Fintech offering small-dollar installment loans to subprime borrowers via a mobile-first experience. Targets the same credit-constrained consumer segment and increasingly attracts borrowers that have historically been served by aggregator-sourced payday and installment loans.
• Brigit: App-based provider of cash advances and financial tools targeting paycheck-to-paycheck consumers. Competes for the short-term, small-dollar, near-prime end of the demand that Cash King's marketplace serves, with a direct-to-consumer product that bypasses lead aggregators.

Broad incumbents

• Upstart: AI-driven lending marketplace partnering with banks and credit unions to originate personal loans, including to non-prime consumers. While positioned more as a prime-to-near-prime platform, it increasingly captures personal-loan demand that historically flowed through subprime aggregators like Cash King.
• Credit Karma: Major consumer finance platform with a personal loans marketplace that connects members to lender offers. While Credit Karma operates at far greater scale and serves a broader credit spectrum, its lender-matching flow overlaps directly with Cash King's lead-gen model.
• CashNetUSA: Established online direct lender for payday and installment loans to subprime consumers. A larger incumbent in the same short-term/small-dollar credit space that Cash King's network lenders serve, often appearing as a destination lender on competitor aggregator sites.

Direct peers

• OppLoans: Online installment lender serving near-prime and subprime borrowers with small-to-medium dollar loans — the same product category and borrower demographic Cash King targets. Whereas Cash King is a lead aggregator, OppLoans is a direct originator, but they are routinely mentioned together in this niche.
• PersonalLoans.com: Online loan matching service that connects borrowers seeking personal, installment, and short-term credit with a network of lenders. Operates the same lead-generation/intermediary model as Cash King across overlapping loan-amount ranges and borrower profiles.
• MoneyMutual: Operates an online marketplace that connects short-term and payday loan seekers with a network of direct lenders, monetizing via lead generation — the same core business model and target customer (subprime/poor-credit consumers) as Cash King.
• LendingTree: Public online lending marketplace matching consumers with multiple lenders across personal loans and adjacent credit products. While broader in product scope, the core model of lender-network lead generation directly mirrors Cash King's approach, though at much larger scale and more prime-skewed.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/CashKin02212634
• YouTubeyoutube.com/channel/UCgJk2mKchzO11ViKnNZ3mog
• Facebookfacebook.com/cashkingco
• Pinterestpinterest.com/cashkingco

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 Cash King