Our Story

Asset Direct of Canada Inc., was founded in 2015 in London, Ontario with the goal of providing consumers with choice and control in the areas of loan and purchase financing.​

Asset Direct launched its loan financing brand, LoanConnect, Canada's first unsecured personal loan search engine, in April 2016.  


Since its launch LoanConnect has maintained its position as Canada's leading unsecured personal loan search engine, and has grown to include more than 25 lenders and over 80 affiliate partners including market leading online properties such as:​


Our Growth to Date

In Review

2018 was a year of record growth for Asset Direct.  


It was also a year of significant milestones, including selection into the inaugural Holt Accelerator program (selected as one of 13 fintechs from over 400 global applicants), and subsequent awarding of growth funding.​

Asset Direct, through LoanConnect within Canada, generated over $365,000,000

in loan applications in 2019.

In 2020, Asset Direct has continued, despite economic pressures through the continuing pandemic, to grow month over month, helping over 600K Canadians get access to funds.

Asset Direct has continued to scale product innovation, now offering a Lender Decline & Rebuilding solution as well as looking to the future with a multi-lender point of sale solution.


Partner with Asset Direct

Learn more about becoming an affiliate or lender today