The Story of LendUp

LendUp is recognized as one of "the world's most innovative companies" with a groundbreaking mission: to improve America's financial health. We have hit a massive milestone of $2B in cumulative loan originations. We are backed by top-tier investors: Google Ventures, PayPal Ventures, Y Combinator, Kleiner Perkins, Kapor Capital, Reddit co-founder Alexis Ohanian & Gmail founder Paul Buchheit.


Our Mission

We’re well on our way to disrupting the financial services industry by becoming the destination for the emerging middle class—those consumers who’d historically been abandoned or mistreated by mainstream banking or predatory options.

We have delivered significant customer value at scale: $2B in loan originations, 5 million loans, $244M in interest and saving fees, 374,000 Credit Score improvements and delivered 2 million education courses.

Map centered on Oakland, CA

Founding Story

From a family of five to a fast-growing company with hundreds of employees, Sasha Orloff and Jake Rosenberg founded a financial technology company with an ambitious mission: to improve Americans’ financial health. Sasha was inspired by a copy of Muhammad Yunus’ “Banker to the Poor,” which caused him to move to Honduras to work for the Grameen Foundation, a highly-regarded microlending organization started by Yunus. After that, LendUp graduated from the Y Combinator batch of 2012.

We believe there are two types of financial products: chutes and ladders. Ladders help people up, chutes push people down. One of our core values is that every product we offer at LendUp is a ladder, measured by the long-term financial well-being of our customers. LendUp products and education reflect our values and commitment to getting our customers to a better financial state.

A New Era for the Emerging Middle Class

Anu Shultes is the CEO of LendUp. Prior to that, she was General Manager of the loans business at LendUp. Anu is a 25-year veteran of the financial services industry and has a personal mission to lift people out of poverty and infuses her work with a passion for financial inclusion.

Anu’s career spans a broad spectrum of roles across subprime credit cards, subprime loans, and prepaid cards. Her significant experience in building efficient operational processes and teams to support them has led her to become one of the few female CEOs in Fintech.

Anu Shultes

“Thank you for helping me reestablish my credit.”

Michael, LendUp Customer

We’re backed by some of the world’s leading investors and we’ve developed partnerships with experts in the field of financial inclusion. Recognized as one of “the world’s most innovative companies” with “world changing ideas,” we regularly speak on global stages like the Milken Institute.

We’re proud to serve as a long-term financial partner for hundreds of thousands of customers who are working to improve their financial health and prepare for a better financial future. By creating financial ladders for the half of Americans shut out of mainstream banking, we’re making a real, long-lasting difference in people’s lives.

GV logo Y Combinator logo QED logo
Thomvest Ventures logo DCVC logo Kapor Capital logo Susa Ventures logo
Kleiner Perkins logo SV Angel logo AF Square logo Founders' Co-op logo
Cendana Capital logo Start Fund logo Victory Park Capital logo Bronze Venture Fund logo

More from LendUp