What Flic Financial does

Flic Financial (legal entity SunRisa Solutions LLC, dba Flic Financial, NMLS #2783519) is a Houston-based fintech founded in 2022 that operates a B2B2C lending marketplace for the residential home improvement market. The company connects homeowners, home improvement contractors (solar, roofing, HVAC, generators, kitchen/bath remodels), and lender partners (credit unions and banks) through its proprietary Flic Portal, a web-based platform that runs a single prequalification application across multiple lenders and delivers underwriting decisions within 60 seconds. The cross-prequalification engine produces an 89% approval rate for applicants with credit scores of 660+ and recovers 36% of applicants declined for their preferred product via alternative loan options.

Flic operates as a transaction-fee / take-rate business, earning a percentage of loan volume originated through the platform; the company discloses earning 70% of its largest installer's loan volume. The platform supports secured loans, unsecured loans, second mortgages, and prepaid solar PPA/lease financing, supplemented by the Flicer Rewards program (100% funded by Flic) that incentivizes contractor sales teams. Flic is privately held and backed by Genesis Park, GEC (Growth Equity Capital), and WM Capital Partners, with Genesis Park's Paul Hobby serving as Chairman and CEO Christy Hartman leading the company. As of the available data, Flic has decisioned over 10,000 home improvement loan applications across its U.S. operations, with expansion across multiple home improvement verticals and continued lender onboarding.

Name

Flic Financial

Legal name

SunRisa Solutions LLC

Website

https://flicfinancial.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

11–50 employees

Short description

Flic Financial is a Houston-based fintech that operates a B2B2C lending marketplace connecting homeowners, home improvement contractors, and lender partners through its proprietary Flic Portal, which runs cross-prequalification across multiple lenders for projects including solar, roofing, HVAC, and remodels.

Ownership category

akta.pro rank

Product category

Home Improvement Lending Platform

NAICS

Mortgage and Nonmortgage Loan Brokers (52231)

SIC

Loan Brokers (6163)

akta.pro primary industry

Underwriting Automation & Income/Employment Verification (FSAGAHAD)

akta.pro secondary industry

Mortgage Refinance & Rate/Term Intermediation (FSAEAEAC)

Keywords

• Home improvement lending
• Lending marketplace platform
• Consumer lending software
• Solar financing platform
• Contractor lending portal

Headquarters

HQ city

Houston

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Loan Transaction Fees: Flic earns a percentage of loan volume originated through their platform. The company earns 70% of their largest installer's loan volume, indicating a revenue share model where Flic takes a portion of the loan value as compensation for platform access, approval technology, and support services.
2. Platform/Subscription Fees (implied): Lenders and contractors access the Flic Portal platform. While not explicitly priced, the platform serves as the mechanism for loan origination, suggesting potential platform fees or transaction-based revenue from lenders.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Flic Financial operates the proprietary Flic Portal, a web-based lending platform that enables home improvement contractors to run cross-prequalification across multiple lenders in a single application. The platform delivers automated underwriting decisions within 60 seconds and reports an 89% approval rate for credit scores 660+, connecting homeowners, contractors, and lenders across solar, roofing, HVAC, generator, and remodel financing projects.

Product overview

Flic Financial operates as a unified lending platform that connects homeowners with multiple lending partners through its proprietary Flic Portal software. The platform aggregates secured loans, unsecured loans, and second mortgage products to serve the home improvement market, covering projects including solar, roofing, HVAC, generators, backup storage, and kitchen/bath remodels. The core Flic Portal provides cross-prequalification across lenders for high approval rates and 60-second decisioning, supplemented by the Flicer Rewards program for contractor incentives.

Differentiator

Problem solved

Functional benefit

Brands

• Flicer Rewards: Reward program providing access to millions of prizes and gift cards for partner contractors and comfort advisors

Products and services

• Flic Portal Proprietary web-based lending platform for home improvement financing that performs cross-prequalification across multiple lenders, delivers approval decisions within 60 seconds, and streamlines the process for contractors and homeowners to secure loan approval and Notice to Proceed.
• Flicer Rewards

Quantifiable outcome

• 89% approval rate for credit scores 660+
• +4 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• NASA Federal Credit UnionflagshipChannel Partner/ Reseller/ DistributorNASA Federal Credit Union is a lender partner using the Flic platform to provide solar and home improvement financing to their members. Their Chief Strategy Officer Thomas Allman stated the partnership enables NASA Federal to support those seeking to reduce energy costs while making a positive environmental impact.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• EnerBank USA: EnerBank USA is a bank specializing in point-of-sale home improvement lending distributed through contractor and dealer networks. It is a direct functional peer to Flic, offering unsecured home improvement loans via contractor channels with similar products and approval workflows.
• Foundation Finance Company: Foundation Finance Company provides home improvement financing distributed through home improvement contractors and dealers nationwide. It is a direct competitor to Flic in the contractor-channel home improvement lending market, offering similar secured and unsecured consumer loan products.
• GoodLeap: GoodLeap (formerly Loanpal) is a clean energy and home improvement financing marketplace connecting contractors with lenders for solar, HVAC, and home upgrades. It is one of the largest direct competitors to Flic's cross-prequalification home improvement lending portal.
• Mosaic: Mosaic is a digital lending platform that provides home improvement and solar loans through a network of installers and contractors. It is a direct competitor to Flic's contractor-led B2B2C lending marketplace and serves overlapping solar and home improvement customer segments.
• LightReach: LightReach is a solar financing platform that provides loans and leases for residential solar installations through installer partnerships. It is a direct peer to Flic's solar lending product set, including prepaid solar PPA financing, via a similar B2B2C contractor model.
• Sunlight Financial: Sunlight Financial is a residential solar and home improvement financing platform serving contractors, homeowners, and capital providers. It is a direct competitor to Flic in the solar loan origination market, with overlapping lender and installer ecosystems.
• Dividend Finance: Dividend Finance is a point-of-sale financing platform that originates loans for residential solar and home improvement projects through contractor channels. It competes head-to-head with Flic for installer relationships and lender integrations in the same home improvement verticals.

Others

• Sunrun: Sunrun is the largest US residential solar company, offering solar leases and PPAs that compete directly with Flic's prepaid solar PPA financing product. While Sunrun owns the underlying solar assets rather than purely financing third-party projects, it overlaps with Flic at the homeowner-solar-financing touchpoint.

Broad incumbents

• Synchrony Financial: Synchrony Financial is a major consumer finance company that funds home improvement, HVAC, and solar loans through retailer and contractor partnerships. It competes with Flic as a broad incumbent offering similar loan products via its extensive partner network.
• GreenSky (Goldman Sachs): GreenSky, acquired by Goldman Sachs, is a home improvement point-of-sale lending platform connecting borrowers with banks through contractor networks. It is a broad incumbent peer to Flic, offering similar contractor-distributed home improvement loans at much greater scale under a large diversified financial institution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/flic-financial

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Flic Financial