Deep South Financial Services

What Deep South Financial Services does

Deep South Financial Services, Inc. is a Louisiana-based, privately held consumer finance company founded in July 1983 by Paul D. Landry and Roger E. Boynton in Abbeville, Louisiana. The company operates a multi-brand small-loan business through three wholly-owned entities: Deep South Financial Services, Inc., Southland Finance Company (founded October 1993), and Pelican Credit Co. (founded October 2000). Across these brands it serves Louisiana residents with personal loans, signature loans, auto repair loans, consolidation loans, real estate loans, and tax loans, delivered through 22+ physical branch locations across the state, with online application and online payment processing available through a Repay integration.

The business operates a traditional consumer lending model with no proprietary technology disclosed beyond a basic online application workflow and the third-party Repay payment portal. Distribution is branch-led with direct-to-consumer online application capability, and growth is driven primarily by word-of-mouth and a $25-per-approved-referral program. Underwriting and servicing rely on local branch staff rather than disclosed automated decisioning systems, and there is no public evidence of digital underwriting, AI-based risk models, or data-driven marketing.

Revenue is generated transactionally from interest and fees on loan products under credit-approved terms, with pricing not publicly disclosed. The company is family-owned and operated, currently led by co-founder Roger E. Boynton as President, Lance David as EVP/COO (since 2006), and Hunter Boynton as CFO/Secretary/Treasurer. Geographic operations are restricted to Louisiana, and the business has grown primarily through incremental branch expansion and one disclosed acquisition (Cinco Financial Services in January 2012).

Name

Deep South Financial Services

Legal name

Deep South Financial Services Inc.

Website

https://deepsouthloans.com

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

1–10 employees

Short description

Deep South Financial Services is a Louisiana-based, privately held consumer finance company founded in 1983 that provides personal, signature, auto repair, consolidation, real estate, and tax loans through 22+ branches to Louisiana residents, operating under three sub-brands.

Ownership category

akta.pro rank

Product category

Consumer Lending

NAICS

Credit Intermediation and Related Activities (522)

SIC

Personal Credit Institutions (6141)

akta.pro primary industry

Subprime & Deep-Subprime Unsecured Personal Loans (Installment) (FSAKAAAC)

Keywords

• Consumer lending services
• Personal installment loans
• Small dollar lending
• Debt consolidation loans
• Signature loan provider

Headquarters

HQ city

Abbeville

HQ country

United States

HQ region

North America

Offices19 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Personal Loans: Consumer loans for various purposes including Christmas gifts, home renovations, school supplies, and vacations. Revenue generated from interest and fees on loan products.
2. Signature Loans: Unsecured personal loans based on borrower signature and creditworthiness.
3. Auto Repair Loans: Financing for auto repair expenses.
4. Consolidation Loans: Debt consolidation financing to help borrowers manage multiple debts.
5. Real Estate Loans: Loans secured by real estate collateral.
6. Tax Services: Tax-related financial services.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels2 records

Core offering

Deep South Financial Services is a Louisiana-based consumer finance company that originates and services small personal loans for individual residents through 22+ physical branches and online application/payment channels. It offers personal loans, signature loans, auto repair loans, debt consolidation loans, real estate loans, and tax loans under three sub-brand entities (Deep South Financial Services, Inc., Southland Finance Company, and Pelican Credit Co.), available to Louisiana residents only, with revenue generated from interest and fees on the loan portfolio plus tax service fees.

Product overview

Deep South Financial Services operates as a consumer finance company offering small loans to Louisiana residents through three sub-brands: Deep South Financial Services, Inc. (primary brand), Southland Finance Company, and Pelican Credit Co. The company provides a unified portfolio of loan products including Personal Loans, Signature Loans, Auto Repair Loans, Consolidation Loans, Real Estate Loans, and Tax Loans. Services are delivered through 22 branch locations across Louisiana and include online application capabilities and online payment processing. The company was founded in July 1983 and has served Louisiana for over 43 years.

Differentiator

Problem solved

Functional benefit

Products and services

• Personal Loans Personal installment loans for Louisiana residents for various personal purposes including Christmas gifts, home renovations, school supplies, and vacations.
• Signature Loans Unsecured personal loans underwritten based on borrower signature and creditworthiness, available to Louisiana residents.
• Auto Repair Loans Consumer financing specifically for vehicle repair expenses, available to Louisiana residents.
• Consolidation Loans Loans designed to help borrowers consolidate multiple debts into a single payment.
• Real Estate Loans Loans for real estate-related financing needs, available to Louisiana residents.
• Tax Loans Loans for tax-related expenses, offered as part of the company's tax-related financial services to Louisiana residents.

Named customers7 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Scale indicators3 records

Recent moves9 records

Expansion highlights4 records

Direct peers

• Regional Finance Corp: Consumer installment loan company operating a branch network across the southern U.S. providing personal, auto, and home loans to non-prime consumers—highly comparable product mix and geographic footprint to Deep South.
• Mariner Finance: Branch-based consumer installment lender offering personal, auto, and home improvement loans to non-prime borrowers across the U.S. Directly comparable operating model with multi-state physical distribution and similar customer profile.
• Advance America / CURO Group: Multi-channel consumer finance provider offering installment loans, lines of credit, and pawn products via branches and digital channels. Comparable installment lending business targeting non-prime borrowers.
• OneMain Holdings: Large publicly-traded provider of personal installment loans to non-prime consumers across the U.S. Closest comparable business model—unsecured signature and personal loans originated through a branch network serving borrowers underserved by banks.
• Lendmark Financial Services: Provider of personal loans, auto loans, and retail financing through branches across the southern and eastern U.S. Comparable installment lending focus on non-prime borrowers via community-based branch locations.
• Speedy Cash: Multi-channel consumer lender offering installment loans, payday loans, and lines of credit through both storefronts and online. Similar small-dollar installment loan focus on underbanked borrowers.
• Check Into Cash: Consumer finance company offering installment loans, payday loans, and title loans through a multi-state branch network. Comparable in-store small-dollar installment lending model.
• World Acceptance (World Finance): Branch-based consumer finance company offering personal installment loans and related tax preparation services to underbanked consumers across the southern U.S. Closely mirrors Deep South's product mix including tax services.

Regional players

• Louisiana Federal Credit Union: Louisiana-headquartered credit union offering personal loans, auto loans, and consumer credit products to Louisiana residents. Competes for the same local consumer credit demand as Deep South's branch network.
• Amscot Financial: Florida-based branch consumer lender offering payday loans, installment loans, and cash advances. Same branch-based small-dollar lending model but limited to Florida and therefore not directly competing in Deep South's Louisiana territory.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Deepfinancialservices
• LinkedInlinkedin.com/company/deep-south-financial-services-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries2 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 Deep South Financial Services