CashLine

What CashLine does

CashLine (legal entity: Cashline Loans, Inc.) is a privately held, California-licensed consumer finance company headquartered in Huntington Beach, California, that originates short-term and small-dollar loans exclusively to California residents. The company's product portfolio comprises four SKUs: (i) payday advances / deferred deposit loans of $100-$255 priced at $17.65 per $100 borrowed for 14- or 30-day terms (APR ~214-460%), (ii) installment loans of $2,600-$3,500 carrying a $75 upfront fee and 169% APR amortized over 48 payments, (iii) secured car title loans of $2,000-$50,000 with no credit check, and (iv) unsecured signature personal loans with fixed rates and no collateral requirement.

CashLine operates a direct-to-consumer distribution model: customers apply online at cashlineloans.com (or via a separate titleloansorangecounty.com property for title loans) or by calling (714) 898-1103, with instant application decisions, no faxing or paperwork, and next-banking-day fund deposit for applications completed by 3:00 PM Pacific. Underlying technology consists of a standard transactional web platform secured by 128-bit SSL encryption and conventional firewall/anti-virus controls; no proprietary underwriting, AI risk scoring, or API integrations are disclosed. The company holds California Finance Lender License No. 603F025 and Deferred Deposit Transaction Law License #100-4016 issued by the California Department of Corporations.

The go-to-market motion is purely California-direct, supplemented by a $25-per-referral word-of-mouth program (uncapped), an educational content marketing footprint (e.g., "Truth About Payday Loans," debt-management articles, fee calculator), and email communications. Target customers are working-age California adults — primarily middle-income ($25K-$50K earners, under 45, with active checking accounts) seeking quick liquidity for emergency expenses such as car repairs, medical bills, or special occasions. Revenue is generated entirely through transaction-based fees and interest on originated loans; no recurring SaaS, subscription, or ancillary revenue streams are present. With 11-50 employees, no disclosed external funding, and no M&A activity on record, CashLine appears to operate as a self-funded, single-state specialty lender.

Name

CashLine

Legal name

Cashline Loans, Inc.

Website

https://cashlineloans.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

CashLine is a privately held, California-licensed consumer finance company that originates payday advances, installment loans, car title loans, and signature personal loans exclusively to California residents via an online direct-to-consumer platform. Its target customers are middle-income working adults seeking quick liquidity for unexpected expenses.

Ownership category

akta.pro rank

Product category

Consumer Lending

NAICS

Sales Financing (52222)

SIC

Personal Credit Institutions (6141)

akta.pro primary industry

Cash Advance (Online & Storefront) (FSAKAMAC)

akta.pro secondary industries

Single-Payment Payday Loans (FSAKAMAA), Installment Payday Loans (FSAKAMAB), Small-Dollar Short-Term Installment Loans (Non-payday) (FSAKAMAI)

Keywords

• Payday loans
• Cash advances
• Car title loans
• Installment loans
• Signature personal loans

Headquarters

HQ city

Huntington Beach

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Payday Loan Fees: Short-term payday loans with fees ranging from $17.65 per $100 borrowed (14-day term at 460% APR) to $17.65 per $100 (30-day term at 214% APR). Maximum loan amount of $255.
2. Installment Loans: Medium-term installment loans ranging from $2,600 to $3,500 with a $75 loan fee and 169% APR over 48 payments.
3. Car Title Loans: Secured title loans ranging from $2,000 to $50,000 using the borrower's vehicle as collateral. No credit check required.
4. Signature Loans: Unsecured personal loans with low fixed interest rates, no collateral required, and no restrictions on use.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

CashLine is a California-licensed consumer finance company that originates short-term and medium-term personal loans directly to California residents through its website and phone channel. Its product suite includes payday advances (deferred deposit loans up to $255 over 14 or 30 days), installment loans ($2,600–$3,500 repaid over 48 payments), car title loans ($2,000–$50,000 secured by vehicle), and unsecured signature personal loans. Funds are disbursed via direct deposit the next banking day after approval.

Product overview

CashLine is a California-based finance company offering a portfolio of short-term lending products: Payday Loans (also called Payday Advance or Deferred Deposit Loans) are unsecured loans repaid within 14-30 days; Car Title Loans provide $2,000-$50,000 using vehicle collateral; Signature Loans are unsecured personal loans with fixed rates and no collateral requirements; and Installment Loans offer structured 48-payment repayment plans. All products are available online with California residents as the primary market, featuring quick approval processes and same-day or next-banking-day fund deposition.

Differentiator

Problem solved

Functional benefit

Products and services

• Payday Advance (Payday Loan / Deferred Deposit Loan)

Quantifiable outcome

• Instant online application decisions
• +2 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators4 records

Recent moves5 records

Expansion highlights3 records

Emerging players

• Earnin: Earned-wage access app providing paycheck advances with no mandatory fees; targets the same cash-flow-gap use case as CashLine's payday product but through a fundamentally different (employer-integrated) model.
• OppLoans: Online installment lender positioned as a lower-cost alternative to traditional payday loans; competes for the same borrowers CashLine serves via its installment product but at lower APRs.
• LendingPoint: Online personal loan lender focused on near-prime and non-prime borrowers; competes with CashLine's signature loan product with a more fintech-native underwriting approach.

Direct peers

• Check Into Cash: Payday, title, and installment lender operating online and through storefronts across multiple states including California; comparable customer base and product mix to CashLine.
• Money Mart: Payday, installment, and check-cashing lender with California footprint; serves the same middle-income working adult segment with comparable short-term credit products.
• Advance America: One of the largest U.S. payday and installment lenders with significant California retail and online presence; directly competes with CashLine across payday, installment, and title loan products serving similar subprime consumers.
• World Finance: Installment and personal loan lender with a large U.S. branch network; comparable to CashLine's installment and signature loan products serving subprime consumers.
• ACE Cash Express: Multi-product consumer lender offering payday loans, installment loans, and title loans, with a California operating presence. Direct peer due to nearly identical product set and target customer.
• Speedy Cash: Online and storefront payday, installment, and title lender; very direct competitor in the California small-dollar credit market with overlapping product structure (payday advances, installment loans, title loans).

Broad incumbents

• OneMain Financial: Largest U.S. installment lender to non-prime consumers; offers signature and collateralized personal loans at lower APRs than CashLine, serving an overlapping but broader customer base.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/cashline

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

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 CashLine