# Attain Finance

Attain Finance is an other based in New York, United States.

## Overview

- **Organization type:** other
- **Headquarters:** New York, United States
- **Region:** North America
- **Address:** New York, NY, United States
- **Founded:** 1997
- **Assets under management:** Undisclosed
- **Website:** www.curo.com

## Regulatory record

- **Reports private funds:** No

## About

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.

## Sectors

- Consumer Finance
- FinTech
- Private Credit

## Offices

- Wichita, KS, United States
- San Francisco, CA, United States
- Philadelphia, PA, United States

## 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.

### 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.

### 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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Last updated: 2026-06-03T20:00:00.000Z

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