Affiliate Marketing For Lenders

E032 - Launching Affiliate Marketing Programs With Alana Levine, CRO at Fintel Connect

We sit down with Alana Levine, Chief Revenue Officer at Fintel Connect, to uncover what financial institutions get wrong when launching affiliate marketing programs—and more importantly, how to get it right from day one.
As someone who lives in the trenches and is often the first call when lenders want to activate the affiliate channel, Alana shares her unfiltered pre-launch checklist and the hard-won insights that can save months of frustration and wasted budget.
We discuss...
The Strategic Foundation
Why geographic reach can make or break your affiliate program
The "me too" product problem and how to overcome it
Application experience as everyone's shared challenge
Budget reality check: Why $50k is the healthy starting point
Setting realistic CPA expectations (especially for fintechs)
Operational Requirements
The critical role of existing digital marketing experience
Why your current application page won't work for affiliate traffic
Tracking and attribution: The technical foundation that publishers demand
Written publisher guidelines as legal and risk management tools
Performance reporting beyond basic conversion tracking
Common Pitfalls
The biggest stumbling block: Defining success metrics clearly
Why volume, quality, and channel contribution all matter
How to test your success criteria with external parties
Timeline and Commitment
The 6-month minimum commitment reality
Month-by-month breakdown of the typical program journey
Why 18-24 months is the real timeline for hitting potential
Understanding the "zero to one feels like an eternity" phase
Industry Context
The massive scale of affiliate marketing in financial services
How top fintech lenders achieve 45%+ acquisition through affiliates
The $4B-$6B annual spend opportunity in consumer lending
*****
About Alana Levine
Alana is the Chief Revenue Officer at Fintel Connect, an award-winning performance marketing technology company dedicated to driving growth in the fintech, banking and insurance space.They're on a mission to create greater transparency and become the place to be for innovative fintechs and banks to connect with targeted influencers and publishers in the space. As a leading banking and fintech affiliate network in North America, Fintel is proud to power the affiliate programs for partners like Scotiabank, Tangerine Bank, EQ Bank, Borrowell and others.
 
*****
A word from our sponsor, Fintel Connect
Drive thousands of new accounts and billions in deposits with the only partner marketing solution built for fintech and banking – your all-in-one affiliate platform, partner network, agency, and marketing compliance engine.
https://partner.fintelconnect.com/get-to-know-fintel-connect?utm_campaign=13897733-2025%20Partners&utm_source=The%20Free%20Toaster&utm_medium=podcast
 
A word from our sponsor, Spinwheel:
 
Reduce friction in your lending application with just two fields—phone number and birthdate. Spinwheel’s APIs boost application rates by 20-30% while also providing real-time credit data and seamless payment processing. Want to see it in action? Connect with their Head of Growth for a demo!
https://spinwheel.io/partner/?utm_source=freetoaster&utm_medium=podcast&utm_campaign=aug
A word from our sponsor, New Market Growth:
 
New Market Growth helps fintech consumer lenders generate explosive growth on affiliate marketing channels like Credit Karma, Experian Marketplace, LendingTree, and others.Affiliate marketing involves marketing & credit risk expertise, and NMG's founders bring this with 21+ years of lending experience and 8+ years experience as executive affiliate operators.If you'd like help planning or implementing your affiliate marketing strategy, email us at carlos@newmarketgrowth.com
 
Subscribe to the Free Toaster Newsletter:www.thefreetoaster.com/
 
Timestamps:
(00:00) Introduction and Today's Topic
(06:20) Optimizing Landing Pages for Better Conversions
(11:59) Co-Branding and Its Impact
(18:20) Tracking and Reporting Standards
(26:44) Setting Up Publisher Terms and Conditions
(33:08) Client Spending Spectrum
(38:08) Publisher Performance and Success Metrics
(45:07) Setting Clear Expectations and Timeframes
(56:36) The Importance of Dedicated Staff
(01:04:50) Conclusion and Final Thoughts

E031 - Income Verification, With Kirill Klokov, CEO at Truv

We sit down with Kirill Klokov, CEO of Truv, to break down everything lenders need to know about income verification providers. 
Vetting Income Verification Vendors
Why most providers use the same underlying data sources
The power of back-testing analysis on your own data
Smart questions sophisticated lenders ask during RFPs
The Consumer Experience
Why 35% of users drop off at bank login screens
How to build a smart "waterfall" approach (spoiler: start cheap, then hit instant databases)
The messaging that actually works with borrowers
Beyond Basic Income Verification
Why a "complete product" covers W2s, gig workers, benefits, and self-employed
How payroll data beats bank data for complex income situations
The complexity of underwriting sales reps vs. salaried workers
AI's Impact on Lending
How AI is eliminating manual QA and bug fixes
Why payroll data becomes more valuable as AI-generated fraud gets better
The future of mortgage loan officers (hint: they're not going anywhere)
Truv's New Business Model
Their shift from per-transaction pricing to "pay when the loan closes"
How this aligns incentives and removes upfront risk for lenders
Find Kirill Klokov on LinkedIn:
https://www.linkedin.com/in/kirillklokov/
***
A word from our sponsor, Fintel Connect
Drive thousands of new accounts and billions in deposits with the only partner marketing solution built for fintech and banking – your all-in-one affiliate platform, partner network, agency, and marketing compliance engine.
https://partner.fintelconnect.com/get-to-know-fintel-connect?utm_campaign=13897733-2025%20Partners&utm_source=The%20Free%20Toaster&utm_medium=podcast
 
A word from our sponsor, Spinwheel:
 
Reduce friction in your lending application with just two fields—phone number and birthdate. Spinwheel’s APIs boost application rates by 20-30% while also providing real-time credit data and seamless payment processing. Want to see it in action? Connect with their Head of Growth for a demo!
https://spinwheel.io/partner/?utm_source=freetoaster&utm_medium=podcast&utm_campaign=july
A word from our sponsor, New Market Growth:
 
New Market Growth helps fintech consumer lenders generate explosive growth on affiliate marketing channels like Credit Karma, Experian Marketplace, LendingTree, and others.Affiliate marketing involves marketing & credit risk expertise, and NMG's founders bring this with 21+ years of lending experience and 8+ years experience as executive affiliate operators.If you'd like help planning or implementing your affiliate marketing strategy, email us at carlos@newmarketgrowth.com
 
Subscribe to the Free Toaster Newsletter:www.thefreetoaster.com/
 
Timestamps:
(00:00) Introduction and Greetings
(01:46) Complete Solutions for Income Verification
(04:23) Consumer Friction in Lending Applications
(08:40) Vetting Potential Partners
(22:02) New Pricing Model: Pay Per Closed Loan
(26:05) Impact of AI on Lending
(32:29) Conclusion and Contact Information

E031 - 10 Direct Mail Pitfalls That Kill Programs (with Rich Walker)

Rich Walker is back! After our first direct mail episode became the most popular episode on the show, we're back for round 2.
The 10 DM Pitfalls We Discuss
1. Attribution Nightmares
People get your mail, then go to Credit Karma to respond. Your CFO freaks out about "paying twice" but that's just how the channels work together. Rich breaks down holdout testing and why you need to stop thinking about this as double-paying.
2. When Campaigns Go Off The Rails 
Your mail program is humming along, then suddenly a campaign tanks for no reason. 80% of the time you'll figure out what happened, but 20% you just shrug and move on. Rich walks through the diagnostic checklist and why organizations sometimes kill entire programs over one bad campaign.
3. The Unit Cost Trap
Everyone obsesses over cost per piece, but Rich explains why lowering your mail costs often means you'll spend MORE money overall (and why that's actually good).
4. Complexity Overload
You start simple, then add segments, then more segments, then product variations... suddenly only one person understands how your program works. We talk about how to dig out of this hole.
5. Testing Problems
Direct mail is expensive to test, so you're always making decisions on samples that feel too small. Rich shares the "10 small tests, pick the 3 winners" approach.
6. Model Addiction
Your response models get biased because you only mail to people who passed your last model. Universe testing is the cure, but it's a hard sell to the CFO.
7. Overthinking Non-Response
99.5% of your mail gets thrown away without being read. Stop trying to psychoanalyze why people didn't respond - most of them never saw your offer.
8. Funnel Blindness
High click-through but low conversions? That's a signal, not a failure. Your audience is telling you something - listen to them.
9. No Testing Culture
Organizations that say "we're really good at testing" usually aren't. Real testing culture means constant experimentation with the right infrastructure to support it.
10. Death by Committee
Legal needs 5 days, then compliance needs 5 days, then brand wants changes... Rich explains how to get everyone aligned without killing your cycle time.
 
About Rich Walker:
Rich Walker is a 35-year industry vet who’s been responsible for over 10 billion pieces of Direct Mail.
Rich has led direct marketing teams at Capital One, the Winterberry Group, Deluxe Corporation, 2nd Order Solutions, and more recently, Aven.
He also ran his own consulting shop - Pilot Performance Marketing - focused on helping lenders solve Direct Mail.
***
A word from our sponsor, Fintel Connect
Drive thousands of new accounts and billions in deposits with the only partner marketing solution built for fintech and banking – your all-in-one affiliate platform, partner network, agency, and marketing compliance engine.
https://partner.fintelconnect.com/get-to-know-fintel-connect?utm_campaign=13897733-2025%20Partners&utm_source=The%20Free%20Toaster&utm_medium=podcast
 
A word from our sponsor, Spinwheel:
 
Reduce friction in your lending application with just two fields—phone number and birthdate. Spinwheel’s APIs boost application rates by 20-30% while also providing real-time credit data and seamless payment processing. Want to see it in action? Connect with their Head of Growth for a demo!
https://spinwheel.io/partner/?utm_source=freetoaster&utm_medium=podcast&utm_campaign=june
A word from our sponsor, New Market Growth:
 
New Market Growth helps fintech consumer lenders generate explosive growth on affiliate marketing channels like Credit Karma, Experian Marketplace, LendingTree, and others.Affiliate marketing involves marketing & credit risk expertise, and NMG's founders bring this with 21+ years of lending experience and 8+ years experience as executive affiliate operators.If you'd like help planning or implementing your affiliate marketing strategy, email us at carlos@newmarketgrowth.com
 
Subscribe to the Free Toaster Newsletter:www.thefreetoaster.com/
 
Timestamps:
(00:00) Introduction and Podcast Success
(05:15) Consumer Behavior and Validation
(11:42) Holdout Analysis and Incremental Value
(16:42) Campaign Performance and Troubleshooting
(29:15) Optimizing Unit Costs and Growth
(35:31) Understanding Buffer and Discount Rates
(39:52) Signs of Overshooting in Complexity
(46:48) Making Decisions on Small Samples
(56:08) Model Addiction and Bias
(01:04:31) Reading Too Much into Non-Response
(01:12:19) The Importance of Gross and Net Response in Direct Mail
(01:29:05) The Role of Testing in Direct Mail Campaigns
(01:35:24) Challenges in Direct Mail Approval Processes
(01:44:22) Navigating Affiliate Marketing for Lenders
(01:49:14) Conclusion and Final Thoughts

E030 - The State of Compliance In Lead Gen, With John Henson, Founder at Henson Legal

I sat down with John Henson, a fintech-savvy lawyer who formerly worked at LendingTree (both as an attorney and a general manager). He unpacks the regulatory chaos swirling around lead generation in 2025 — what’s changed, what’s still risky, and how fintech marketers can navigate it without getting burned.
In today's discussion:
The CFPB Rolled Back Rules: Credit card and personal loan lead gen just got a little more breathing room. John explains what’s safe and what’s not.
Mortgage Lead Gen Isn’t Dead: Despite RESPA, there are ways to play without federal headaches.
State Privacy Laws Are Tightening: You might be a “data broker” without knowing it — and that’s a compliance minefield.
Banks Fear AI: Rumor has is that some big banks are banning generative AI in lead gen. John weighs in on the reality.
Some Lead Gen Is Still Garbage: Learn how to spot sketchy providers before you get sued.
...and much more. 
Memorable Quotes
“Everything is UDAP.” “If you don’t understand how they’re generating the leads, you’re buying problems.”“Nobody ever got fired at a bank for saying no.”
About John Henson
John Henson is a rare breed: a lawyer who understands marketing. He spent 6 years at LendingTree running lead gen and compliance, so he knows the real-world challenges fintechs face. Now, he helps companies stay out of trouble while growing smart. Follow him on LinkedIn for sharp insights.
***
A word from our sponsor, Fintel Connect
Drive thousands of new accounts and billions in deposits with the only partner marketing solution built for fintech and banking – your all-in-one affiliate platform, partner network, agency, and marketing compliance engine.
https://partner.fintelconnect.com/get-to-know-fintel-connect?utm_campaign=13897733-2025%20Partners&utm_source=The%20Free%20Toaster&utm_medium=podcast
 
A word from our sponsor, Spinwheel:
 
Reduce friction in your lending application with just two fields—phone number and birthdate. Spinwheel’s APIs boost application rates by 20-30% while also providing real-time credit data and seamless payment processing. Want to see it in action? Connect with their Head of Growth for a demo!
https://spinwheel.io/partner/?utm_source=freetoaster&utm_medium=podcast&utm_campaign=june
A word from our sponsor, New Market Growth:
 
New Market Growth helps fintech consumer lenders generate explosive growth on affiliate marketing channels like Credit Karma, Experian Marketplace, LendingTree, and others.Affiliate marketing involves marketing & credit risk expertise, and NMG's founders bring this with 21+ years of lending experience and 8+ years experience as executive affiliate operators.If you'd like help planning or implementing your affiliate marketing strategy, email us at carlos@newmarketgrowth.com
 
Subscribe to the Free Toaster Newsletter:www.thefreetoaster.com/
 
Timestamps:
(00:00) Introduction and Greetings
(04:22) Understanding RESPA and Non-Steering Regulations
(34:59) State Privacy Laws and Data Management
(45:43) State Privacy Laws and AI Regulations
(51:24) Starting a Solo Practice
(54:48) The Role of LinkedIn in Business Growth
(01:13:56) Challenges in Legal and Compliance Content
(01:21:18) Conclusion and Contact Information

E029 - Positive & Negative Select (Think Like A Recruiter)

I explain positive and adverse selection in lending using recruiting as an analogy. If you've ever hired someone, you'll instantly understand why your channels, pricing, and process determine your loan portfolio quality.
Key Takeaways
The Big Idea: Attracting great borrowers works exactly like hiring great people.
The parallels...
1. Channel Quality
Inbound (website traffic): People actively searching, often desperate
Outbound (direct mail): Higher-quality prospects who aren't hunting
Best candidates and borrowers usually aren't usually looking
2. Price Matters
Post a $100K vs $200K director role—which gets better candidates?
Same with loans: competitive rates attract quality borrowers
Even small rate differences (12% vs 14%) shift your entire applicant mix
3. Process Friction
Complex hiring processes drive away top talent with options
Heavy loan applications do the same to good credit risks
You're left with applicants who have time and fewer alternatives
Action Items for Fintech Marketers
Audit your inbound vs outbound channel mix
Price competitively—good borrowers shop around
Streamline your application process ruthlessly
Go find great borrowers instead of waiting for them
You can find a written version of today's content in our Newsletter:https://www.thefreetoaster.com/p/positive-negative-select-in-lending
***
A word from our sponsor, Fintel Connect
Drive thousands of new accounts and billions in deposits with the only partner marketing solution built for fintech and banking – your all-in-one affiliate platform, partner network, agency, and marketing compliance engine.
https://partner.fintelconnect.com/get-to-know-fintel-connect?utm_campaign=13897733-2025%20Partners&utm_source=The%20Free%20Toaster&utm_medium=podcast
 
A word from our sponsor, Spinwheel:
 
Reduce friction in your lending application with just two fields—phone number and birthdate. Spinwheel’s APIs boost application rates by 20-30% while also providing real-time credit data and seamless payment processing. Want to see it in action? Connect with their Head of Growth for a demo!
https://spinwheel.io/partner/?utm_source=freetoaster&utm_medium=podcast&utm_campaign=june
A word from our sponsor, New Market Growth:
 
New Market Growth helps fintech consumer lenders generate explosive growth on affiliate marketing channels like Credit Karma, Experian Marketplace, LendingTree, and others.Affiliate marketing involves marketing & credit risk expertise, and NMG's founders bring this with 21+ years of lending experience and 8+ years experience as executive affiliate operators.If you'd like help planning or implementing your affiliate marketing strategy, email us at carlos@newmarketgrowth.com
 
Subscribe to the Free Toaster Newsletter:www.thefreetoaster.com/
 
Timestamps:
(00:00) Introduction to Positive and Adverse Selection
(02:19) Pricing Strategies in Lending
(04:01) Funnel Friction and Its Impact
(06:35) Personal Stories on Price Signals
(09:38) Recap and Final Thoughts
 

E028 - Marketplace Madness (Success in one affiliate doesn't guarantee success in another)

I talk about a surprising case study where a lending product thrived in one affiliate marketplace but completely flopped in another. We explore the key differences between marketplaces that can dramatically impact performance and provide actionable insights for fintech marketers.
Key Insights
Don't assume success transfers between marketplaces: A product that works well with one affiliate partner may struggle with another due to fundamental marketplace differences.
Three critical marketplace variables to consider:
Algorithm differences
Competitive landscape variations
Offer presentation layer discrepancies
Strategic takeaways:
Consider designing different product versions for different channels
Expect varying unit economics across partnerships
Recognize that market share will naturally differ between platforms
*****
A word from our sponsor, Spinwheel:
 
Reduce friction in your lending application with just two fields—phone number and birthdate. Spinwheel’s APIs boost application rates by 20-30% while also providing real-time credit data and seamless payment processing. Want to see it in action? Connect with their Head of Growth for a demo!
https://spinwheel.io/partner/?utm_source=freetoaster&utm_medium=podcast&utm_campaign=may
A word from our sponsor, New Market Growth:
 
New Market Growth helps fintech consumer lenders generate explosive growth on affiliate marketing channels like Credit Karma, Experian Marketplace, LendingTree, and others.Affiliate marketing involves marketing & credit risk expertise, and NMG's founders bring this with 21+ years of lending experience and 8+ years experience as executive affiliate operators.If you'd like help planning or implementing your affiliate marketing strategy, email us at carlos@newmarketgrowth.com
 
Subscribe to the Free Toaster Newsletter:www.thefreetoaster.com/
 
Timestamps:
(00:00) Introduction and Overview
(02:19) Challenges in the Second Marketplace
(05:35) Analyzing the Differences
(08:05) Key Takeaways and Lessons Learned
(11:17) Conclusion and Contact Information

E027 - Playing The Game In Reverse

Marketers sometimes like to enter new channels gradually, conservatively even. This works in many channels like paid search, social, and direct mail. 
But for fintechs, entering new affiliate channels like this can have catastrophic consequences. 
In today's Podcast, I share why entering into new affiliate marketplaces "cautiously" can be dangerous for new entrants. I'll walk you through how to play the game in reverse.
Note: If you want to hear more about this in future Podcasts, email me at carlos@newmarketgrowth.com with your questions.
 
*****
A word from our sponsor, Spinwheel:
 
Reduce friction in your lending application with just two fields—phone number and birthdate. Spinwheel’s APIs boost application rates by 20-30% while also providing real-time credit data and seamless payment processing. Want to see it in action? Connect with their Head of Growth for a demo!
https://spinwheel.io/partner/?utm_source=freetoaster&utm_medium=podcast&utm_campaign=apr
A word from our sponsor, New Market Growth:
 
New Market Growth helps fintech consumer lenders generate explosive growth on affiliate marketing channels like Credit Karma, Experian Marketplace, LendingTree, and others.Affiliate marketing involves marketing & credit risk expertise, and NMG's founders bring this with 21+ years of lending experience and 8+ years experience as executive affiliate operators.If you'd like help planning or implementing your affiliate marketing strategy, email us at carlos@newmarketgrowth.com
 
Subscribe to the Free Toaster Newsletter:www.thefreetoaster.com/
 
Timestamps:
(00:00) Introduction to Launching Products in Affiliate Channels
(02:00) Challenges and Mistakes in the Partnership
(06:03) Playing the Game in Reverse: Concept Introduction
(10:53) Conclusion and Contact Information

E026 - Colin Gardiner, General Partner at Yonder Ventures

We chat with Colin about how AI is changing marketplaces.
His thesis: “The rise of agentic AI will transform marketplaces from passive aggregators to active facilitators of transactions.”
To learn more, check out Colin’s take on how AI will revolutionize marketplaces:https://www.gardinercolin.com/p/ai-and-marketplaces-agent-led
About Colin Gardiner
Former economics/statistical researcher that now loves building sticky consumer facing products via iterative data-driven methods. Built products for both large corporations and seed level startups, always with a primary focus on acquisition, conversion and monetization.
 
*****
A word from our sponsor, Spinwheel:
 
Reduce friction in your lending application with just two fields—phone number and birthdate. Spinwheel’s APIs boost application rates by 20-30% while also providing real-time credit data and seamless payment processing. Want to see it in action? Connect with their Head of Growth for a demo!
https://spinwheel.io/partner/?utm_source=freetoaster&utm_medium=podcast&utm_campaign=apr
A word from our sponsor, New Market Growth:
 
New Market Growth helps fintech consumer lenders generate explosive growth on affiliate marketing channels like Credit Karma, Experian Marketplace, LendingTree, and others.Affiliate marketing involves marketing & credit risk expertise, and NMG's founders bring this with 21+ years of lending experience and 8+ years experience as executive affiliate operators.If you'd like help planning or implementing your affiliate marketing strategy, email us at carlos@newmarketgrowth.com
 
Subscribe to the Free Toaster Newsletter:www.thefreetoaster.com/
 
Timestamps:
(00:00) Introduction and Greetings
(06:21) AI's Role in Financial Services
(13:51) The Future of Affiliate Marketing
(22:09) Building Authority and Audience
(33:45) Understanding Audience Behavior for Effective Marketing
(37:17) Content Strategies for Engaging Younger Audiences
(44:48) Investing in Marketplaces and Emerging Trends
(53:23) The Potential of AI in Financial Recommendations
(01:00:35) Conclusion and Contact Information
 

E025 - Jason Steele, Credit Card and Award Travel Expert

We sit with credit card expert Jason Steele about what's happening behind the scenes in the industry. Jason shares how he went from tech work to becoming a respected credit card authority who writes for major publications and runs CardCon, the credit card industry conference.
 
We discuss:
The "Coupon Book Problem" - Premium cards are becoming more complex with endless small benefits ($6 at Dunkin', $10 off wireless) that frustrate consumers. Jason explains why this creates space for simpler card offerings that deliver clear value.
What Drives Card Choices - Discover why exclusivity and status perks (like early access to products or "skip-the-line" privileges) might be more powerful than cash back for attracting high-value customers.
Will shopping for cards change in an AI future? - The conversation explores whether consumers are moving away from traditional comparison sites toward trusted influencers and whether AI could personalize recommendations based on spending patterns.
 
Also:
Why metal cards might affect spending behavior
How credit unions approach card benefits differently
The power of word-of-mouth in card marketing
What makes people share positive card experiences
 
And remember:
Jason conference — CardCon — happens May 6-8 in Deerfield Beach, Florida. Use code "TOASTER" for $50 off registration at cardconexpo.com.
 
Where to find Jason:
LinkedIn
https://www.linkedin.com/in/jason-steele/
 
*****
A word from our sponsor, Spinwheel:
 
Reduce friction in your lending application with just two fields—phone number and birthdate. Spinwheel’s APIs boost application rates by 20-30% while also providing real-time credit data and seamless payment processing. Want to see it in action? Connect with their Head of Growth for a demo!
https://spinwheel.io/partner/?utm_source=freetoaster&utm_medium=podcast&utm_campaign=mar
A word from our sponsor, New Market Growth:
 
New Market Growth helps fintech consumer lenders generate explosive growth on affiliate marketing channels like Credit Karma, Experian Marketplace, LendingTree, and others.Affiliate marketing involves marketing & credit risk expertise, and NMG's founders bring this with 21+ years of lending experience and 8+ years experience as executive affiliate operators.If you'd like help planning or implementing your affiliate marketing strategy, email us at carlos@newmarketgrowth.com
 
Subscribe to the Free Toaster Newsletter:www.thefreetoaster.com/
 
Want to chat with Carlos Caro, our host? Find him at carlos@newmarketgrowth.com
 
Timestamps:
(00:00) Introduction and Guest Background
(03:11) The Couponing Trend in Credit Cards
(08:30) Opportunities for Credit Card Disruptors
(13:17) The Value of Exclusive Rewards
(18:08) Card Con Conference Overview
(21:59) The Future of Influencer Marketing in Credit Cards
(27:17) Doubts About AI Solutions
(38:13) Content Strategies for Credit Card Issuers
(42:31) Word of Mouth and Referral Bonuses
(51:16) Concluding Thoughts and Farewell

E024 - Tim Li, CEO at LendAPI

LendAPI lets you create application flows, credit decision engines, and complete lending products through simple drag-and-drop tools—all without hiring engineers or spending millions.
You can build and launch lending products quickly and efficiently, then use a working product to raise venture capital. Even non-financial businesses like boat dealerships are using it to replace clunky Excel-based applications.
Tim in unsually transparent as an early stage founder. He shared:
$3.5 million in seed funding raised just four months ago
How many applications they process daily
How many lenders use the platform
The company’s ARR and target before raising more capital
LendAPI connects with all three credit bureaus, loan servicing systems, and identity verification providers that you work with daily. Tim's vision is to become the "WordPress of lending"—making it easy for your clients to launch financial products without technical expertise.
Where to find Tim:
LinkedIn
https://www.linkedin.com/in/timothytli/
Substack (Tim’s build-in-public blog)
https://substack.com/@lendapi
LendAPIhttps://www.lendapi.com/
*****
A word from our sponsor, Spinwheel:
 
Reduce friction in your lending application with just two fields—phone number and birthdate. Spinwheel’s APIs boost application rates by 20-30% while also providing real-time credit data and seamless payment processing. Want to see it in action? Connect with their Head of Growth for a demo!
https://spinwheel.io/partner/?utm_source=freetoaster&utm_medium=podcast&utm_campaign=mar
A word from our sponsor, New Market Growth:
 
New Market Growth helps fintech consumer lenders generate explosive growth on affiliate marketing channels like Credit Karma, Experian Marketplace, LendingTree, and others.Affiliate marketing involves marketing & credit risk expertise, and NMG's founders bring this with 21+ years of lending experience and 8+ years experience as executive affiliate operators.If you'd like help planning or implementing your affiliate marketing strategy, email us at carlos@newmarketgrowth.com
 
Subscribe to the Free Toaster Newsletter:www.thefreetoaster.com/
 
Want to chat with Carlos Caro, our host? Find him at carlos@newmarketgrowth.com
 
Timestamps:
(00:00) Introduction to Tim Lee's Journey
(01:38) Marketing and Lending Technology
(03:15) Credit Underwriting and Pricing
(07:24) Customer Base and Use Cases
(14:31) Go-to-Market Strategy and SEO
(28:06) Revenue Model and Pricing
(34:56) Expanding into Venture and Community Support
(46:20) Building in Public and Transparency
(52:44) Social Media Strategy and Content Creation
(59:01) Conclusion and Contact Information