Attain Finance

The story of Attain Finance is one of evolution, rooted in a long-standing commitment to providing financial solutions for everyday consumers. Its journey began over two decades ago, not as Attain Finance, but as Curo Group, a company founded in 1997 with a clear mission: to serve the unbanked and underbanked populations who often found themselves outside the traditional financial system. For years, Curo Group built its foundation by offering accessible credit options to individuals across North America, understanding the unique challenges and goals of consumers who needed immediate and convenient access to cash. The company grew steadily, expanding its reach and diversifying its product lines to include a variety of secured and unsecured installment loans and lines of credit. This growth was fueled by a philosophy centered on respect, service, and efficiency, aiming to provide necessary financial products in a manner that was both transparent and customer-centric.

In a significant milestone marking a new chapter in its long history, Curo Group rebranded to Attain Finance in early 2025. This transformation was more than just a name change; it signified a renewed and enhanced focus on empowering customers on their path to financial stability. The new name, Attain Finance, was chosen to reflect the company's core purpose: helping customers attain their financial goals and achieve a more secure future. Under this new banner, the company continues to operate its well-known consumer-facing brands, including Heights Finance in the United States, and Cash Money and LendDirect in Canada. With a network of hundreds of branch locations and a robust digital lending platform, Attain Finance carries forward its legacy, leveraging decades of data and experience to power a sophisticated underwriting engine. This allows the company to manage risk effectively while continuing to offer personalized and transparent credit solutions to a diverse customer base across the United States and Canada, staying true to its foundational mission of financial empowerment.