The trade association for storefront and online lenders
Lending done well, in store and online.
The Lendwell Alliance represents consumer lenders wherever they serve their customers: across a counter, on a screen, or both. We speak for the industry, set the standards our members operate by, and help people borrow with confidence.
Who we represent
Two ways to serve a customer. One industry.
Some customers want to sit down with someone they know. Others want to apply from their phone at ten at night. Many do both, and so do a growing number of lenders. Yet storefront and online lending are still represented, regulated, and talked about as if they were separate businesses. The Lendwell Alliance brings them to one table.
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In store
Storefront lenders
Licensed lenders with a local door, serving their communities face to face from branches and storefronts.
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Online
Online lenders
Licensed lenders who take applications, make decisions, and service loans through websites and apps, reaching customers wherever they are.
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Industry partners
The companies behind them
Payment processors, technology and data providers, compliance and legal advisers, marketers, and servicers that lenders in both channels depend on.
What we do
A common voice and a common standard.
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Advocacy
We give storefront and online lenders one voice with lawmakers, regulators, and the press, and make the case for rules that protect customers without closing off their access to credit.
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Standards
We set best practices that every member agrees to follow, covering how loans are advertised, explained, serviced, and collected in both channels.
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Knowledge
We keep members current on legal and regulatory change, and connect them with peers working through the same operational and compliance questions.
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Consumer confidence
We help borrowers recognize lenders who have committed to our standards, understand their loans, and know where to turn when something goes wrong.
Best practices
One standard, whichever door the customer uses.
A customer should get the same honesty and the same respect whether they apply at a counter or in a browser. Our best practices hold every member to that.
- Clear, complete terms before a customer commits
- Marketing that tells the truth
- Fair, respectful servicing and collections
- Personal information kept private and secure
- Licensed and in good standing wherever they lend
For consumers
Look for the seal.
Members in good standing may display the Lendwell Alliance seal in their stores and on their websites. It tells you the lender has committed to our best practices.
Add your company’s voice.
Whether you run a single storefront, a national online platform, or the technology behind them, there is a place for you in the Alliance.