Credit Card Rate Lending

What Credit Card Rate Lending does

Credit Card Rate Lending (CCRL), operated by Hunter Financial LLC, is a private specialty lender founded circa 2003 and headquartered in Troy, Michigan. The company provides second-look consumer loans for home improvement projects, specifically targeting borrowers with less-than-perfect credit who have been declined by traditional lenders. CCRL distributes its loans exclusively through a B2B2C dealer network — home improvement contractors in roofing, siding, windows, flooring, and bath remodeling — and earns revenue primarily through interest income on originated loans retained on its own balance sheet (with a portion of fees borne by dealers per agreement). Named enterprise partners include Refloor, Hansons, and Mr. Roof, alongside a broader SMB dealer base onboarded via paperless enrollment with zero upfront cost.

The company's core technology is an online loan origination portal with real-time application tracking, electronic signature capture, and SMS-based customer notifications. The flagship capability is an instant pre-qualification workflow that enables dealers to secure loan approval inside the customer's home within minutes — a workflow designed to maximize close rates at the point of sale. Supporting infrastructure includes a dedicated dealer portal (hunterdealers.com) for pipeline visibility and ACH funding within 24 hours of job completion, and a customer-facing portal (huntercustomers.com) for account management. Loan servicing is fully outsourced to FCC Finance, which handles payment processing, statements, and collections, allowing CCRL to operate a lean origination-focused team of 11-50 employees.

Commercially, CCRL operates under NMLS ID 133367 and holds lending licenses in 40+ U.S. states. Pricing is not publicly disclosed and varies by creditworthiness and project scope; promotional 0% interest for the first 12 months is marketed to drive dealer adoption. The company offers no pre-payment penalties, flexible payment terms, and a 'Back on Track' hardship program for distressed borrowers. CCRL earned recognition on the 2024 Inc. 5000 list of America's Fastest Growing Companies. Leadership is anchored by founder and CEO Brian Elias.

Name

Credit Card Rate Lending

Legal name

Credit Card Rate Lending by Hunter Financial LLC

Website

https://ccrl.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

11–50 employees

Short description

Credit Card Rate Lending, a subsidiary of Hunter Financial LLC, provides second-look home improvement loans to subprime borrowers via a B2B2C network of home improvement contractors across 40+ U.S. states, with instant in-home pre-qualification technology and outsourced loan servicing.

Ownership category

akta.pro rank

Product category

Consumer Lending (Home Improvement Financing)

NAICS

Nondepository Credit Intermediation (5222), Sales Financing (522220)

SIC

Personal Credit Institutions (6141)

akta.pro primary industry

Home Improvement Personal Loans (Unsecured Installment) (FSAKAAAE)

Keywords

• Subprime home lending
• Home improvement financing
• Contractor financing programs
• Second look lending
• Consumer credit loans

Headquarters

HQ city

Troy

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Loan Origination/Funding: CCRL originates loans for home improvement projects and buys the loans from dealers. Once the loan is bought, CCRL becomes responsible for the loan. The company earns revenue through the interest on the loans originated. Payments are processed by their servicing partner FCC Finance.
2. Dealer Financing Services: Provides financing solutions to contractors for their customers with less-than-perfect credit. Dealers may be responsible for certain fees such as origination or processing fees based on their agreement with CCRL.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Credit Card Rate Lending (CCRL), operated by Hunter Financial LLC, originates home improvement loans for customers with less-than-perfect credit who are typically rejected by traditional lenders. The company delivers financing through a dealer network of home improvement contractors (roofers, siding, windows, flooring, bath remodelers), providing an online portal for applications, instant pre-qualification, in-home electronic signatures, and real-time loan tracking.

Product overview

Credit Card Rate Lending (CCRL) by Hunter Financial operates as a unified financing platform focused on home improvement loans. The core offering is a loan product that enables contractors to provide financing to customers with credit challenges. Key features include an Instant Pre-Qualification System for rapid approvals, Zero Enrollment Fees for dealers, and the Back on Track Program for hardship support. Both dealer and customer-facing transparent portals provide real-time access to loan status and account information. The service specializes in subprime lending for home improvement projects including roofing, siding, windows, flooring, and bath renovations.

Differentiator

Problem solved

Functional benefit

Products and services

• Credit Card Rate Lending (CCRL) Home Improvement Financing Core loan product that funds home improvement projects (roofing, siding, windows, flooring, bath remodeling) for homeowners with less-than-perfect credit, delivered through a dealer contractor network with instant pre-qualification, electronic in-home application, flexible payment terms, and no pre-payment penalties.
• Back on Track Hardship Program Standalone hardship assistance program that supports existing CCRL borrowers experiencing financial difficulty, helping them stay current on home improvement loans rather than default.

Quantifiable outcome

• Payment processed within 24 hours from job completion
• +2 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Service Finance Company: Service Finance is one of the largest U.S. providers of home improvement contractor financing, originating unsecured installment loans through a national dealer network. Its product set, B2B2C dealer model, and customer base overlap almost identically with CCRL, making it the closest direct comparable.
• Foundation Finance Company: Foundation Finance provides contractor-based home improvement financing with a focus on dealers and subprime borrowers. Its business model, dealer onboarding workflow, and credit profile are highly comparable to CCRL's.
• HFS Financial: HFS Financial specializes in second-look home improvement loans for borrowers with imperfect credit, distributed through home improvement contractors across the U.S. Its target customer and risk appetite closely mirror CCRL's second-look positioning.
• EnerBank USA: EnerBank USA originates home improvement point-of-sale installment loans through contractor relationships nationwide. As a bank-owned specialty lender, it competes for the same dealer relationships and end borrowers as CCRL.

Emerging players

• LightStream (Truist): LightStream is an online consumer lender offering unsecured home improvement loans directly to consumers. While it does not operate a dealer channel, its home improvement loan product competes with CCRL for the same end-borrower pool, especially the more prime end of CCRL's underwriting band.
• Ygrene Energy Fund: Ygrene provides PACE-based home improvement financing for energy and resilience upgrades through contractor partners. It intersects CCRL's home improvement contractor channel but is restricted to PACE-eligible jurisdictions and product categories.
• Figure Technologies: Figure Technologies is a fintech consumer and home improvement lender using blockchain-rail infrastructure to originate home equity and HELOC products. It competes in adjacent homeowner-credit categories where CCRL's home improvement loans are often used.

Broad incumbents

• Synchrony Financial: Synchrony is the dominant U.S. player in home improvement and retail point-of-sale financing through programs with major contractors and retailers. It competes with CCRL for dealer relationships and end-borrower wallet share, but as a much broader diversified lender.
• Ally Financial: Ally Lending (a division of Ally Financial) provides point-of-sale financing for home improvement, healthcare, and other consumer purchases through dealer networks. Its home improvement unit competes for the same dealer and end-borrower demand as CCRL, but as part of a much larger bank holding company.
• GreenSky (Goldman Sachs): GreenSky, now part of Goldman Sachs, was a leading home improvement point-of-sale lending platform serving contractors nationwide. Its product suite and contractor distribution overlap directly with CCRL's offering, though it operates at significantly larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/ccrl-by-hunter-financial

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 Credit Card Rate Lending