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Attain Finance
Attain Finance, formerly CURO Financial Technologies Corp., operates over 500 branches across the US and Canada offering personal loans up to $10,000.
Attain Finance
Attain Finance began as a single store in California in 1997, founded by Donald A. Gayhardt. The company entered Canada in 2011 with the acquisition of Cash Money and later expanded near-prime lending through the 2017 launch of LendDirect and the 2021 acquisition of Heights Finance in the US. The firm sold its US legacy lending business and acquired First Heritage Credit in 2022, then restructured in 2024 and changed its corporate name to Attain Finance in 2025. The firm offers secured and unsecured installment loans and lines of credit up to $10,000 or more, distributed through both physical branches and digital channels. Its product mix targets near-prime and subprime consumers across North America. The company's proprietary underwriting and credit risk mitigation tools support its lending decisions. Attain Finance operates across the US and Canada, with branches in hundreds of locations. As of 2025, Attain Finance employs about 2,400 people across over 500 branches. The restructuring in 2024 repositioned the firm for long-term profitable growth, per the company. The firm maintains no publicly disclosed AUM or investment portfolio beyond its consumer lending balance sheet. Attain Finance is distinct from traditional family offices or asset managers — it is an operating company that originates and holds consumer credit assets on its balance sheet. Its structure combines a branch network with digital lending technology, making it a direct lender rather than a fund-based investment vehicle.
General information
Firm type
other
Year founded
1997
AUM
Undisclosed
Location
Region
North America
Country
United States
City
New York
Corporate office
New York, NY, United States
Additional offices
Wichita, KS, United States · San Francisco, CA, United States · Philadelphia, PA, United States
Sector focus
Frequently asked questions
Who runs investment decisions at Attain Finance?
Attain Finance is led by a team of industry executives, but public materials do not name a specific CEO or CIO as of 2025. The firm's leadership is described as spearheading an evolving business with a focus on enhancing the foundation, growing responsibly, and executing with excellence. The founder, Donald A. Gayhardt, remains associated with the company's history.
How does Attain Finance source proprietary deal flow?
Attain Finance originates consumer loans directly through its branch network and digital lending platform. The firm uses proprietary data and underwriting technologies to evaluate credit risk. Its distribution combines physical branches (over 500 locations) and online channels to reach near-prime and subprime borrowers.
Is Attain Finance structured as a single family office or does it operate more like a venture firm?
Attain Finance is an operating company — a direct consumer lender — not a family office or venture firm. It holds loans on its balance sheet and generates revenue from interest and fees. While it may have been linked to family wealth through its founder, the firm does not present itself as an investment vehicle for external capital.
Does Attain Finance participate in fund commitments or only direct deals?
Attain Finance does not participate in fund commitments. It is a direct consumer lender that originates and services loans through its own branches and digital platform. The firm does not act as a limited partner or fund manager.
What investment stages does Attain Finance typically target?
Attain Finance focuses on consumer lending across the near-prime and subprime credit spectrum. Its products include secured and unsecured installment loans and lines of credit, typically up to $10,000. The firm serves both the US and Canadian markets.
Which sectors does Attain Finance explicitly avoid?
Attain Finance does not publicly disclose sectors it avoids, but its core business is consumer credit — not commercial lending, real estate, venture capital, or private equity. The firm's lending is limited to personal loans for everyday consumers.
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