Payday Loan Franchise?

By | Nov 1, 2011

By: Jer Trihouse. I received a call this morning from John. John wants to start a payday loan business. He’s been researching the payday loan industry for 6 months. John’s question, “Should he buy a franchise?”

Payday Loan Franchise

This particular payday loan franchise company requires John to have about $215,000 to open. This consists of a $35,000 one-time franchise fee, $65,000 for build-out,  $15,000 for software, signage and miscellaneous marketing materials. This leaves roughly $100,000  “for the street.”

Finally, a 6% monthly commission must be paid to the Franchisor “on the gross revenue of the business.” That’s 6% on the gross revenue! As John explained this to me, the Franchisor has a system for payday loans – nothing else. That means,  if John develops a scrap gold buying business or if John adds car title loans, or anything else for that matter, he must pay 6% on his total gross revenue; this despite the fact that the Franchisor offers zero support and expertise for these additional services.

This Franchisor cannot guarantee a specific return, but they imply John will earn 18%/month EBITDA. (This using a licensing model allowing 15% of the face amount of the loan to the consumer.) Of course, as in life, this potential return depends on a lot of factors. There are no guarantees.

So… should John purchase a franchise? With zero hesitation, I responded to John with an emphatic, “NO.”

BUT, I began to listen to the path John was on. I sensed the frustration John was experiencing. AND I sensed the answer to his initial question requires a macro perspective rather than a simple yes or no to, “Should I buy a payday loan franchise?”

For the past 6 months, John has used Google.com for keyword searches like, “how to start a payday loan business, payday loan software, payday loan industry, payday loan customer demographics, payday loan lawyer” and on and on…

He’s called and participated in demo’s of  various payday loan software vendors such as eChecktrack, Answers, Epic, Azo Blue (Apogee), PLM (Infinity), Alpha Omega, IntroXL, TranDotCom, eCash, EData and more.

Additionally, John has reached out to legal counsel including Paul Soter, Claudia Calaway and Hillary Miller to discuss compliance,  consumer contracts, arbitration agreements, licensing models (choice-of-law, state-by-state, offshore)… This led John to Allen Parker and the tribe model (sovereign nation), and Michael Brown at CSO to CAB transition.

John talked with the consumer data scrubbers; Clarity, DataX, CoreLogic-Teletrack, Idology, Factor Trust,  and more.

And of course, John contacted a few ACH providers like Advantage Resources, LST, ACH Works and the new payday loan“wire transfer” provider introduced at OLA. ($3.00 wire transfers using the EFT Network rather than the ACH system.)

Then there are the web site builders like Frank Masotti, the lead generators, the SEO and SEM companies, outsourcing of call centers vs in-house, analytics experts, collection companies, reputation management companies…

After doing all this research and reading some of our training and start-up materials, John still didn’t have clear answers to questions such as:

Is the PDL industry saturated? Is there room for another payday loan lender? Maybe I should lend capital to an existing operator? (For example, there’s a team with 50 brick-n-mortars in 3 states offering 10% returns with personal guarantees. Or, an operator in Las Vegas with 3 locations is offering 3% per month with car titles as collateral.) Or, John wonders if he should act as a 3rd party Texas Lender by making capital available backed by a CD and an Irrevocable Letter of Credit? He’s been told he can earn 15% – 24% annually on his capital with very little risk.

John has determined there is a TON of opportunity in the payday loan – micro lending space! The puzzle for John is to figure out HOW we wants to play it based on his goals, his family situation, his existing skill set, and his appetite for risk.

So… John asks himself the following:

Internet or store or both?

How do I market? Online and off-line?

How do I deal with the evolution of borrowers using their smart phone to find my loan operation?

Do I focus solely on payday lending and cash advance?

What other products and services make sense to add to my PDL business?

Do I really need to invest in a franchise system or can I do this on my own?

How to start a payday loan business

Start a PDL Company

I’m concerned about my family (John’s health is questionable and he has a wife and 1 child) and their ability to carry on the business should something happen to me. Would my being part of a franchise system reduce this risk and add value to my new enterprise?

Do I need legal counsel on retainer or can I rely on the Franchisor to keep me compliant?

As a Franchisee, I’ll be part of a system, a group of peers in the same industry. How valuable is this? Or, do I go on my own and rely on my state organization, FISCA, CFSA and/or OLA to educate me and help me build my business? Will I have the time and money to be part of these trade organizations?

What do you think? What would you do? For that matter, maybe you already made the decision! What are your thoughts? What would you advise John to do? Put on your consultant hat! It’s time to give back… LEAVE A COMMENT!

Jer@PaydayLoanIndustryBlog.com

 

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50 Comments so far
  1. Richard Mayemura November 1, 2011 11:25 pm

    Hi Jer:
    I have been a franchisee of a major restaurant chain (El Pollo Loco), a franchisee of a small division of a bigger company (ExpressTax which was owned by HR Block), and have operated as an independent payday lender for 5 years.

    Without knowing which company he is looking to become a franchisee for, my initial advise to John would be to act as an investor.

    Here’s why. John, with his questionable health and wife and one child may not be able to put in the time and effort this new enterprise might require. However, from your description Jer, I would say that John seems to be a great researcher and has performed more due diligence than most. Combine the two factors, and I could see John doing far better as and investor than operator right now.

    Also, as an investor, he would still be securing his wife and child’s future.

    Just my thoughts.

  2. Tom November 1, 2011 11:45 pm

    Due to the health issue and the huge % of startup cash required by the franchisor, I would advise placing my funds with an experienced operator. As an investor, John can earn SUBSTANTIAL returns and safeguard his family’s future.

    As Jer has told me often, “There is no McDonalds of payday loans.” $215,000 at 3%/month or more is achievable as an investor. John just needs to continue his due-diligence and locate the right “partner.”

    My 2 cents!

  3. Keith kryka November 1, 2011 11:50 pm

    One thing for sure I would not touch a payday loan franchise for 250k. With his level of knowledge and health issues I would invest my money with the company offering 3% a month. 36% a year and backed by car titles seems like a no brainer. In the mean time he can attend the annual conferences to educate himself more on the industry.

  4. admin November 1, 2011 11:58 pm

    Richard, under the circumstances, I’m leaning towards the same conclusion as you. With the right situation, that $215,000 could grow substantially, John could gain additional insight into the biz, it should be less stressful on him and his family…

    Of course, finding the right opportunity with tolerable risk is the next challenge!

    I get a couple “deals” pitched to me every day. Separating the wheat from the chaff is time consuming :o)

  5. Frank November 2, 2011 1:03 am

    As the man mentioned in the article my first instinct was the same, absolutely not do not do the franchise. Not for my own benefit but for his. As I read on I too realized there was more to it. However, I did come to the conclusion my instinct was still correct. I have seen a lot of pay day loan companies start up. (Build their sites). They are all doing well. 99% of them do it on their own. With the required 6% back no matter where the money comes from is ridiculous. Like Jer said gold buying, micro lending, auto title loans, and so forth to improve his business. Why does the franchise deserve a dime of that? They do not. If it was just 6% of the loans they seal with then fine, but not all of his business. Just my 2 cents worth! :-)

  6. Roger November 3, 2011 2:13 am

    I would also decline to promote the idea of franchising. Having the support and expertise of a traditional franchisor would have some value but I would need to have a clear understanding as to what that support would be under this scenario. New entrants to the PD business need someone to talk things over with, and John could probably develop that relationship with someone in the industry, not necessarily located in his market. I have been surprised at the willingness of others in the industry to share. As noted, the monthly commission on gross revenue is prohibitive.

    If John’s research indicates a PD loan business is vialbe in his chosen market, he should, of course, also consider correlative businesses such as title loans and/or check cashing. Each has its own set of challenges and opportunities but I question whether or not a new stand alone PD loan business can survive in many markets today.

    While John’s health issues are a concern, they would be a consideration no matter what business he started. In theory, with the short term nature of the PD loan business, it would be fairly simple to shut down, if necessary. Being a capital lender is certainly a longer term proposition although I do believe there is ample opportunity in this area of our business. Lots of risk if one does not know the pitfalls. Security and transparency are very important issues here. Just one person’s opinion………….

  7. admin November 3, 2011 2:34 am

    REALLY thoughtful input, Roger! Obviously, you have expertise in the payday loan lending space. Additionally, I STRONGLY agree with your comment regarding the willingness of those of us having experience to be willing to share. I’m astounded every day by examples of this. I know “John” is evaluating everyone’s feedback. He has a tough decision to make!

    Jer

  8. Leila November 3, 2011 7:22 pm

    Dear Jer:

    Tell John to run as fast as he can from the Franchise Model. He will be working to line their pockets; not his own.
    I started my own in July 2010 and it’s the easiest business to open brick and mortar style. I will be making a profit this year.

    Leila
    In the Biz

  9. admin November 3, 2011 7:24 pm

    Thank you so much for the feedback, Leila!! Your strategy aligns with virtually EVERYONE!

    Jer

  10. Linda November 6, 2011 1:02 pm

    Would like to speak to Leila. I have been in the biz for ten years.

  11. Pikalaina November 8, 2011 1:09 pm

    Well franchising is very valuable.But if you are not satisfied on it you should go on what is better for your business :)

  12. Pikalaina November 8, 2011 1:13 pm

    Franchising is really valuable for you even though you have a lot of choices..But it is all up to you..

  13. Steve Hodgdon November 8, 2011 7:23 pm

    Poor health, limited resources…

    First rule, protect your capital.

    Second rule, read the first rule.

    I wish I had followed the rules!

    A new business owns you in the beginning. It takes years of hard work to get anything new up and running on its own. To do it all over again, I’d go work in the business first rather than buy one and figure it out as I went. I lost my shirt in a Quiznos franchise years ago.

    Be an investor, learn if you like that first. You can move from passive to active to owner.

    short term lending has great upside, but also high, high defaults. Be prepared for a bumpy ride at the beginning.

    good luck!
    steve

  14. admin November 8, 2011 7:37 pm

    Steve, I’m sure “John” will take your thoughts to heart. Appreciated!! ( John, You are reading this!)

    On another note Steve, we need to explore your ideas regarding PDL reputation management! It’s a concept that is becoming more and more important to our industry and individual PDL Lenders.

    Great meeting you again at OLA!

    Jer
    702-208-6736

  15. neal patel January 3, 2012 1:48 am

    only things i have to say is experience make you stronger if franchise can do it way not you!!
    once u get in the biz u will find out your way to make batter business at lowest cost!!!

  16. www.cashbottle.com January 13, 2012 4:13 pm

    I would have to agree with most people on here that it would be easier to be an investor. I also agree with Leila that he should just start his own payday loan business if he can, that way he wont have to be virtually penalized for adding new services like title loan, like the 6% he would have to pay on all gross revenue if he went with the franchise. He can also start out small and work his way up.

    It’s been a couple months has he decided what he wants to do? Keep up updated :)

  17. Payday Loan Industry January 13, 2012 11:05 pm

    Ok, “John!” Give us an update. What did you decide to do? Where are you on this? Still kicking tires?

    Your fans want to know :o)

  18. vbr January 18, 2012 7:11 pm

    It’s much easy to start than franchise……I would advice to start the online only; very high traffic……

  19. Randy Mitchelson January 31, 2012 4:34 pm

    “John” should feel fortunate to have options…options with reasonable or low barriers to entry. Ultimately John has to choose what he thinks will make him happiest. Being a behind the scenes financier to the front lines is less work intensive, but will it satisfy John? Maybe he prefers to build a community of customers, offer them additional products and services and add value to the lives of those that entrust him with their business.

    Besides happiness and professional fulfillment, John must look empirically at the numbers. Cash flow is the single most important factor in any business. Comparing the cash flow projections of each model is critical. John will need to surround himself with experts at the things that he is not expert at. Identifying low-cost technology providers for payday loan underwriting, processing, and integrations with online lead generation companies, and all the associated tracking and reporting required is no small undertaking.

    Personally, my team finds itself on the opposite of the equation. We have all the technology, operations, reporting, marketing, lead generation capabilities you could ever want. But we lack capital to launch our own lending operation at this time. Maybe we can marry up with someone like John and be each other’s experts.

  20. Kirk June 10, 2012 6:47 pm

    Thank you for considering me to consult on John’s case.

    May I ask some preliminary questions such as what is his educational background, professional experience, his budget (pro forma), the state he will conduct the business, and after a 6 month discovery process why has he not made choices on these issues – what is his hesitation (in 1 sentence)?

    It must be noted that John is an effective researcher. He gathered information that is of value, however, he avoided execution. Why? I believe that these businesses generate revenue from the time value of money. And largely the convenient access to it. This principle was ignored. Why? Theoretically, the 6 month discovery was losing John a large sum and potential market share.

    Based solely on this first demonstration of decision making habits, John could benefit from the structure and guidance of a franchisor-franchisee type relationship. But, he would need to find one that make sense financially and contractually. If he could negotiate his contract to his benefit it may work. I would need to know more about from the questions I asked to firmly answer. He could be too creative to follow their confines. I’m not yet sure. Another thing to consider is that he could possibly benefit from the purchase of an existing business wherein the purchase agreement includes seller training and their support for an extended period of time. This could be the sale of a franchise even, depending on the contract, but this brings together several ideas and could solve some pitfalls in many franchise purchases. Again, this too has many contingencies that would be better answered with more information about the buyer and the business. We can revisit this too.

    Your assessment of a macro analysis fits the hesitant decision making or lack thereof. Many people allocate time to this activity and fail to launch. It is easier to focus on the low risk logistics of logos, websites, phone systems, and other “fun” startup activities rather than simply getting down to business. Fortunes are made by those providing services to those doing the work. A very easy example that everyone knows was Levi Strauss but more recently one could use legalzoom.com for incorporations/fictitious business names or godaddy.com for web domains, although domains are very broad beyond business use. And many many more.

    Anyhow, that is just a quick thought or two. Learning more from the answers to the questions I asked may shed some more light.

    You are an industry expert, what are some of your preliminary thoughts?

    Best,

    Kirk

  21. jon June 27, 2012 10:51 am

    I am brand new to the pay day loan business. but, after reading all of your comments, I am extremely interested in participating as an investor. Does anyone have any ideas on how I could find and or contact individuals or companies seeking investors?

  22. Payday Loan Industry June 29, 2012 11:10 am

    Just call Jer at Trihouse 702-208-6736.

  23. RICH October 18, 2012 1:49 pm

    I opened my PD company 3 years ago as an independent, after learning as much about the business as I could. Navigating the licensing process here in California was a little tedious, but I got through it.

    I spent about 5K for office necessities, license fees, computer software, etc. I funded my loan account with 15K and have never had to add to that, but I had other income at that time and did not take a draw for the first 6 months. I spent nothing on advertising as I have a very high profile location, very important.

    After 3 years I’ve written 1.2M in loans. Who needs a franchise?

  24. ben November 21, 2012 2:58 pm

    I think you should just jump in! You’ve done research and gathered knowledge, now put it to the test. do it on the cheap to start. I started a title loan business while maintaining a full time day job in an unrelated industry. Whenever I have a question I ask competitor stores or others I’ve met that have been at it longer than I. the best knowledge comes from experience, so start experiencing.

  25. Payday Loan Industry November 21, 2012 3:14 pm

    Great advice!! And use Craigslist to find opportunities to talk to competitors employees and customers. Get creative…

    Jer – Trihouse

  26. Rosey February 25, 2013 12:29 pm

    @RICH:

    Can you please tell us where did you get your cash advance software from? I got a quote from a company and they want $10k as a setup fee, which I think is very high. I also want to start my own independent PDL business and have the cash for it. When I read your comment stating that you started with $15k, I was amazed. I can afford this plus the $5k business necessities stuff but I need more info on where to get the software from and which part of town is the best place to put a cash advance business. Thank you.

  27. Payday Loan Industry February 25, 2013 1:12 pm

    Rosey, remember that we opened our first location in Garden Grove, Calif. in 1997

    Regarding software, see http://paydaymanual.com/payday-loan-software.html

    Finally, you really should invest in our “Payday Loan Bible.” Yes, it’s a shameful plug but you’ll save many, many man hours and gain insight it takes even experienced payday loan operators years to gain.

  28. Neil Pool May 9, 2013 2:07 am

    Hi Jer

    in the UK I ran a cheque (English spelling) cashing franchise which was really more of an agency business. That still is doing well in the UK, but the number of cheques is falling. To my mind to be a shop front in UK now You must be a varied financial services business with payday loans, car loans, pawn broking, gold buying etc etc as well.

    With the major chains – Dollar and Check n go – expanding throughout the UK I suggest there is still a market over here! But be flexible and offer everything that is available!

  29. Payday Loan Industry May 9, 2013 10:06 am

    Neil, I agree. The mono-line payday lender employing the brick-n-mortar model is dead. Today, an operator needs a suite of products and services combined with integration of their website with smart phone platforms. 30%+ of our B & M borrowers “find” our locations after a search performed on their phone. “Click-to-Call” and “Google Maps” easily accessed on their phone is the answer to taking market share and succeeding in states/provinces with enabling legislation.

    I’ve been “hanging out” in our stores for years. I see the trend first-hand. I talk with borrowers weekly. They report they’re whipping out their phones, performing a search such as “payday loan Las Vegas” or “payday loan 89104” and clicking on the search results. If the website they view looks like crap on their phone, they back-out and click on the next one. They will not tolerate a web site that requires scrolling, zooming…

    The majority do NOT want to apply on-line! They want to perform a simple “click-to-call,” or locate the store on a Map or send an email or text message. And these smart phone customers LOVE a discount coupon! Make certain your phone friendly web site has a coupon!

    Finally, you are right! Check Cashing volume (U.S. spelling :o) is slowly dying. “Bank discontinuance” has been a problem in the States since 1998.

    Thanks for your thoughts, Neil!

    Jer – Trihouse

  30. AW January 6, 2015 9:06 pm

    Hello to Jer and all!

    What a great read! The information in this article was a fantastic find, can’t thank you all enough for the experience and insight.

    I’m in the US and plan on opening a quick loan business, but with a tweaked model for our demographic. If I may ask, what insurance do we need to be a quick loan provider? I’m also trying to nail down the legal reqs from a compliance perspective, if any? Your knowledge would, once again, be most appreciated!

    Thanks Jer and everyone! Very best in 2015!

    ~AW

  31. Payday Loan Industry January 10, 2015 9:47 am

    Regarding licensing and compliance, get a loan at your biggest and baddest competitor. A competiror who has invested heavily in the legal aspectys of her business. Then, duplicate, join your local support group/association and stay on top. If you’re in Texas, check out TOFSChttp://tofsc.org/ strong organization run by Michael brown.

  32. Thomas February 3, 2016 7:25 am

    So what happened to “John”?
    What route did he choose? Be great to get an update as the original thread started a number of years ago and things have changed since then. Regards.

  33. PaydayLoanGuy February 3, 2016 12:51 pm

    John is doing well. He has 5 locations now. Evolving towards installment and line of credit… loan products. Had to change banks a few times. Operation Choke Point caused him some hiccups but he overcame them.

    Actually, I spoke with him last month. He’s very positive. With the Fintech movement, P2P, merchant cash advance… exciting times and HUGE demand by consumers and small businesses.

  34. Kennesha Powell July 29, 2016 7:25 pm

    I would love to speak to Leila and Linda. Please give them my email so we may converse. Thanks.

  35. PaydayLoanGuy August 5, 2016 9:43 am

    Will do…

  36. Lilia Lopez September 2, 2016 4:59 am

    I am looking to start a lending business such as payday, title loans, etc., in Illinois and need to learn about requirements in terms of permits, regs, etc. Where do I start?

  37. PaydayLoanGuy September 2, 2016 9:50 am

    Lilia, invest in our Payday Loan/Installment Loan Manual. It include all the license requirements, State applications, sample contracts… you need. Or, consider our Title Loan Manual.

  38. David Acevedo October 11, 2016 8:27 am

    The wife and I are starting a stand alone payday loan business in Florida. We have 62k to start with, which has to cover licensing fees and all set up costs. Im trying to have at least 50k to start my initial lending. Any business model advice based on those numbers would be very helpful.

    advice such as software, advertising, contracts, vetting applicants, security etc. We chose a busy road in town in between two banks and a mile away from the main mall. $1200 leasing fee monthly.

  39. PaydayLoanGuy October 11, 2016 9:23 am

    Tight budget but doable. A few things come immediately to mind: Don’t go overboard with your buildout. A small, immaculate, contemporary office environment is all you need. Spend a few bucks on great, eye-catching signage and clean up your parking area. Begin building a customer email address immediately. You must concentrate on taking market share away from your competition. Extrordinary customer service is key. Family friendliness… #1 goal is to drive borrrowers to your store and to a basic website that renders beautifully on a phone. Next, underwriting tools such as one of those discussed in our “Payday Loan Traing Manual. Regarding “software, advertising, contracts, vetting applicants, security etc.” our recommendations are our Manual. Remember, it’s easy to loan money. Collecting it back is another story. The collection process BEGINS the moment you have your first conversation with your potential borrower.

    Break a leg! There are thousands of small payday loan operators still starting up and making extraordinary returns on their time and investments in the payday loan industry. Demand is only increasing for these small dollar loans. Jer@TrihouseConsulting.com http://www.PaydayManual.com

  40. Jeet November 15, 2016 2:13 am

    I would like to connect with someone in British Columbia, Canada who can guide me to open a payday loan or become partner.

  41. PaydayLoanGuy November 15, 2016 10:15 am

    Just reach out. Call 702-708-6736 or shoot us an email

  42. Mike November 20, 2016 10:47 am

    need information about franchise

  43. PaydayLoanGuy November 28, 2016 12:24 pm

    Call me 702-208-6736.

  44. Franklin January 21, 2017 7:55 pm

    Great info! With Trump in power, this appears to be a great time to enter the payday loan industry. I am considering investing my money with an existing operator having experience. Jer, does this make sense? Also, I would appreciate your thoughts on the downfall of the CFFPB… And what about the tribe payday loan lending model? And… just kidding!

  45. PaydayLoanGuy January 22, 2017 11:52 am

    Regarding investing with an existing operator? It can make a great deal of sense IF both parties are in total agreement as to the role each will play, how the new funds will be used, the collaboration is FULLY documented, and both sides develop and implement transparency regarding all financial transactions. Basically, you’re marrying one another!

    The CFPB will most certainly be “de-fanged.” It’s already happening. Some bureaucrats are already leaving. The CFPB structure has been ruled unconstitutional by the D.C. Courts. Most likely, Congress will setup a panel of 5 and control the purse strings. The States will be allowed to determine for themselves the types of products to be offered within their borders.

    Sovereign native American tribe lending model? I’m HUGELY optimistic. Despite the mis-fortunes of Scott Tucker and others, when organized with competent advisors and profits are fairly distributed to both the tribe conomic business unit AND the management group AND any investors, the sovereign payday loan licensing model will prevail.

    Native Americans have been under the Department of Indian Affairs much too long. The fact that the majority of tribes were forced to “negotiate away” valuable territory in exchange for worthless desert land is inexcusable. To attempt to negate their ability to exploit technology and the Internet by offering all U.S. residents access to emergency financial products and services simply will not stand! Jer Ayles – Trihouse. Consultants to financial service companies.

  46. Lola January 24, 2017 8:37 pm

    I’m looking to start a micro Loans business such as car title loans, payday loans, transfer etc in Houston areas. I would like to connect with someone who can guide me.

  47. Abel R April 14, 2017 6:38 am

    I’m looking to start a PD loan in a small Texas town. I want to do it my self and start small since the town is small. I’m looking for some guidance.

  48. PaydayLoanGuy April 14, 2017 9:14 am

    Plenty of folks have started by simply studying our Course #1 “Bible” $367.00. http://www.paydayloanuniversity.com/buy-now/ Invest in it, follow our instructions, call us with any questions AFTER you’ve studied the “Bible.

    PS: If you invest in the digital version of our “Bible,” look in your Inbox for a 2nd email. This 2nd email will be a link to everything you need for Texas; sample contracts, 3rd party lender, Texas reports… It comes to you via Sharefile.com.

    Feel free to call our office today 702-208-6736 as well.
    Harriet – Trihouse Consulting
    http://www.PaydayLoanUniversity.com

  49. money July 5, 2017 3:18 pm

    Hey Trihouse, I got your car title loan manual. Thank you! A LOT of info so I’ll keep it as my desk reference :-) One question: You listed the pros and cons of several title loan software companies; which one would be best for a new Texas and California car title loan lender? I want to offer them in one store in each state and add the Internet title lending model you discuss as well.

    Thank you,
    Money.

  50. PaydayLoanGuy July 5, 2017 3:25 pm

    Personally, I like the web based loan management companies. So, that dictates SparkLMS or CFS. I suggest you do an online demo with each and also look at Answers and eChecktrack. Contact info for all these are on pages 205-215 in our “How to Start a Car Title Loan Business.” Happy hunting, Jer at Trihouse Consulting.

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