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Personal Loans
Loan applicants move fast and compare widely. We keep the form short, check the answers for consistency and pass the applicant to a lender who can actually decide, in the states where it is licensed.
Quick read
- What we supply
- Installment-loan applications
Partial-application pings
Lender-matched redirects - How it arrives
- Ping-post, direct post
- Rules that bite
- TILA and Reg Z ad rules; ECOA; state lending licences; TCPA
A young man applies for a personal loan on his phone at golden hour.
Who buys, and why
Buyers are direct lenders, loan marketplaces and the networks that run ping trees across lender panels. Most decide in real time and redirect the applicant straight to an offer page.
A good record gets an instant answer. A bad one wastes a credit decision, so validation before the ping matters more here than almost anywhere.
Pick a delivery model
| Point of comparison | Ping-post | Direct post | Live transfer / calls |
|---|---|---|---|
| You receive | The full record, once your bid wins | Every record that passes your filters | A consumer live on the phone |
| Price | Bid in real time on a partial record | A fixed amount set in writing | Per transfer or billable call |
| Consent must name | Every buyer who could win | You, or a short list | The team the caller reaches |
| Contact speed | Seconds, then your dialler | Seconds, then your dialler | Instant |
| Suits | Networks and buyer panels | One buyer, steady filters | Licensed teams on shift |
Personal Loans programmes run on all three. Which one suits you comes down to how quickly your team picks up and how many buyers one record should reach. It is settled on paper before the first click.
Inside a good record
We capture
- Name, phone, email
- Loan amount and purpose
- State and ZIP
- Employment and income band
- Self-assessed credit band
- Homeowner or renter
- Bank account type for funding
You can filter on
- Loan amount range
- Licensed states only
- Minimum income
- Credit band
- Purpose exclusions
Signs the intent is real
Use these to judge our traffic for yourself:
- Picked a specific amount and reason
- Income and employment answers agree
- Finished the form in a human time
- Clicked through to the lender page
Your scorecard
The numbers personal loans teams tend to judge a source by. During a test we ask for them per source and per day so we can tune. They are measures for you to fill in, not results we claim.
The rulebook
One consent standard, every vertical. Each funnel collects prior express written consent that names the business, or the short list of businesses, allowed to call or text. The FCC's 2023 one-to-one rule was struck down by the 11th Circuit in January 2025 and never came into force. We name sellers anyway: it reads more honestly to consumers, buyers often require it, and it holds up better under challenge.
Truth in Lending and Regulation Z. Advertising certain trigger terms, such as a monthly payment or a number of payments, requires further disclosures including the APR. We avoid trigger terms unless the lender supplies compliant copy.
State licensing. Many states license lenders and brokers, and some license loan solicitors or lead generators. We route only to buyers confirmed for each state and never present ourselves as a lender.
Fair lending. Under the Equal Credit Opportunity Act, targeting and filters cannot exclude people on prohibited bases. Filters stay limited to lawful, credit-relevant criteria.
FCRA and GLBA. We pull no credit reports. Any credit check belongs to the lender, under its own permissible purpose and privacy notices.
No "guaranteed approval". Phrases like guaranteed approval or "no credit check" stay out of our ads unless the product truly works that way and the lender gives us the wording.
Where it goes wrong
The riskApplicants unsure who the lender is
What we doConsent and the redirect page name the lender or marketplace clearly.
The riskApplications from states you cannot serve
What we doState routing configured per buyer.
The riskMade-up income or loan amounts
What we doConsistency checks and field validation before delivery.
The riskPayday-style ads on installment demand
What we doCreative matches the product the buyer really offers.
Ask any publisher this
- Which fields are self-reported and which are checked?
- Do any ads use Reg Z trigger terms?
- How are applicants from unlicensed states removed?
Our answers come in writing, before you commit to a test.
Ways to receive it
- Ping-post with a real-time decision and consumer redirect
- Direct post into lender origination systems
- Inbound calls for phone-based origination
Each record travels with its source, landing page, disclosure version, timestamp, IP and, if you need one, a consent-certificate reference. More on how it works.
Quick questions
Do you run credit checks?
No. Only the lender checks credit, under its own permissible purpose.
Can you match our state licences?
Yes. Routing follows the state list you confirm in writing.
Put us on a short leash.
Tell us the market, the states and how you take delivery. You get a written test back: caps, filters and return terms.
Start a capped test →