Our Story

Asset Direct of Canada Inc., a SAAS provider, was founded in 2015 in London, Ontario. We work to make financial & insurance products accessible to those around the world who otherwise can't access it.

Asset Direct launched its loan financing brand, LoanConnect, in April 2016. Since its launch, LoanConnect has maintained its position as Canada's leading unsecured personal loan search engine.

Since then, the mission has expanded to truly help the underbanked to banked across the globe.


We allow anyone, from individuals to large organizations, to easily build a business selling financial products & servicesWe utilize partnerships to connect customers with loans from one of our lenders (38+ currently) globally; enabling us to significantly grow our database at a $0 Cost of Acquisition. 

We are a technology company: providing our partners with multiple ways to integrate including API, white-label or QR code integration. 

Our goal: Assist those who have poor credit or who are credit invisible establish proper credit history through access to alternative credit; helping transition the world’s population from underbanked to banked. 52% of adults globally use a bank account. Moreover, only 8% of adults in the developing world have access to a credit card. 


Once a customer establishes a credit history, we open them up to the world of broader banking services by selling additional products such as mortgages, credit cards & insurance.

Some of our partners:


Our Growth to Date

In Review

2018 was a year of record growth and significant milestones for Asset Direct. We were selected as one of 13 fintechs from over 400 global applicants to be inducted into the inaugural Holt Accelerator program. Additionally, received subsequent awarding of growth funding.   

Our personal loan marketplace, LoanConnect, generated over $3,000,000,000 in Canadian loan applications in 2020.

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

Asset Direct has continued to scale product innovation in 2021, now offering a Lender Decline & Rebuilding solution. As well as our recent launch in India with a multi-lender point-of-sale solution, CreditLinks. CreditLinks is live in over 1,500 merchants across India in over 500 cities; scaling to 100s of thousands of merchant partners by the end of 2022.


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