About
About the Lendwell Alliance
We are the trade association for consumer lenders who serve their customers in store, online, or both, and for the companies that support them.
Our mission
To advance a responsible, competitive lending industry in which customers are treated fairly wherever they choose to borrow.
Our vision
A lending marketplace where the standard of care is the same at a counter as it is on a screen.
Who we are
Lenders from both sides of the counter.
The Lendwell Alliance is a membership organization of consumer lenders and the businesses that work with them. Our members include storefront lenders rooted in their communities, online lenders reaching customers across the country, and lenders who do both.
Whatever the channel, members share a commitment: lend responsibly, be straight with customers, and follow the law everywhere they operate. The Alliance exists to represent that commitment, to raise the standard across the industry, and to make sure the people who write the rules hear from lenders in both channels.
Why both channels
Customers no longer choose just one.
Lending is not divided neatly between the store and the internet. A customer may start an application online and finish it at a branch, or take out a loan in person and manage it from a phone. Rules written for one channel increasingly shape the other.
An association that represents half of the industry can speak for only half of the customer’s experience. We were formed to speak for all of it.
What we do
Four jobs, done for both channels.
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We advocate
We serve as a resource to legislators, regulators, and the media on consumer lending, and we make the case for policy that protects borrowers while preserving their access to credit. Because we represent lenders in both channels, we can show how a proposed rule would work at a counter and on a website.
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We set standards
Our best practices describe how a member is expected to advertise, explain, service, and collect a loan. Every member agrees to them, and membership depends on keeping to them.
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We share knowledge
We track legal and regulatory developments for our members and bring them together to compare what works in compliance, operations, and technology. A lesson learned in one channel is often useful in the other.
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We look out for borrowers
We explain what customers should expect from a responsible lender, help them recognize members through the Alliance seal, and give them a place to raise a concern about a member’s conduct.
Our mark
Why an arch?
An arch is two sides leaning on each other. Neither stands without the other, and neither stands without the stone at the top.
- The brick pillar stands for storefront lenders: brick and mortar, laid course by course.
- The pixel pillar stands for online lenders: the same structure, built from a different material.
- The keystone is the Alliance’s shared standards. It is the last stone set and the one that carries the load.
- The opening is a doorway: access to credit for the customers our members serve.
Stand with lenders who do it right.
Membership is open to licensed consumer lenders in either channel and to the companies that serve them.