FinMkt is not a lender. We are the technology layer that powers enterprise-grade point-of-sale financing programs — including the infrastructure behind a multi-lender financing platform purpose-built for high-volume contractor operations.
When a homeowner submits a financing application through a FinMkt-powered program, that application goes simultaneously to FinMkt's full lender network. Every eligible offer is returned and presented to the customer in a single comparison view — nothing routed sequentially, nothing withheld pending a prior decline. The homeowner sees what they actually qualify for, all at once.
For HVAC contractors, the operational impact is direct:
Full credit spectrum coverage — prime, near-prime, and subprime applicants surface eligible offers through the same application flow
Approval decisions in minutes, available before your technician leaves the driveway
48-hour merchant funding — your receivables are not waiting on lender processing timelines after the install is complete
White-label capability — the financing experience runs under your brand, not a third-party financial institution's name
$1B+ in annual funding volume processed across 150,000+ consumers funded to date
FinMkt integrates into existing contractor workflows through an API-first architecture. The financing application lives inside your sales process — not as a separate tab the homeowner navigates to on their own.
Practical Takeaways: Evaluating HVAC Financing for Contractors
Before signing a dealer agreement renewal or accepting the default program your current software partner offers, get concrete answers to these questions:
What is your funded approval rate? Not the application approval rate — the rate at which submitted applications result in a disbursed loan and a funded merchant. These numbers can diverge significantly; a program that approves 70% of applications but funds 45% due to documentation drop-off is a 45% program.
What happens to a FICO 620 applicant with documented income? Ask for a specific answer, not "they're reviewed on a case-by-case basis." Either your program has lenders who underwrite near-prime applicants or it does not.
How quickly does your account fund after installation? 48 hours is the operational benchmark. Programs paying in 7-10 business days create a working capital gap that compounds under volume.
Is the application submitted simultaneously to all lenders? Programs that route sequentially — submit to lender 1, wait for decline, submit to lender 2 — add decision time and structurally underperform simultaneous-submission models at the same network size.
Is the experience white-labeled? Every financing interaction that displays a third-party lender's brand is replacing your brand relationship with the homeowner at the exact moment they are making a purchase decision.
Approval rate is not a fixed variable in HVAC contractor financing. It is a program design output, and it is fully solvable with the right infrastructure.
The contractors gaining ground in HVAC right now are not running more leads than their competitors. They are converting more of the calls they already have. The financing program is where that conversion either holds or breaks, and the difference between a 55% approval rate and an 80%+ approval rate is not a rounding error. At real volume, it is the revenue trajectory of your operation.
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