HL Hunt’s SellFi wants to turn any merchant into their own lender — no bank, no license required

HL Hunt Financial’s newest listed product, SellFi, pitches itself as a way for any merchant — jewelers, car dealers, contractors, landlords — to become "their own lender" by financing sales directly to buyers instead of routing them through a bank or a third-party buy-now-pay-later provider. The company’s site frames the pitch simply: "Sell anything on payments — no bank needed."

The mechanics, per HL Hunt’s published materials, work like this: a seller enters an item, price, down payment, APR and term length, and the platform generates a payment schedule, a digital contract and a buyer checkout link in what the company says takes about 60 seconds. The buyer signs the contract electronically and makes a down payment, then SellFi auto-collects the remaining monthly payments via ACH or card, sending reminders before each due date and retrying failed payments automatically.

HL Hunt says the generated contracts include a state-compliant financing agreement, a promissory note and a Truth in Lending Act disclosure covering APR, finance charge and total payments — paperwork that in a conventional transaction would typically come from a licensed lender or its counsel. The company’s marketing emphasizes that sellers set their own price, APR and term, and keep 100% of the interest they charge, with no percentage-of-deal fee; pricing instead runs on a flat monthly tier based on portfolio size, from a $29 Starter plan covering up to 10 active deals to a custom-priced Enterprise tier for unlimited deals.

For missed payments, HL Hunt says the platform automatically escalates through reminder notices and late fees before offering a one-click handoff to its separately marketed AI Debt Collection product — a pairing that mirrors how the company has cross-sold its Credit Builder lines. SellFi also offers optional reporting to Equifax, Experian and TransUnion through HL Hunt’s Metro 2 integration, intended to give buyers an incentive to pay on time.

As with several other HL Hunt products FinCrunch has covered this year, SellFi has not yet launched. The product page is marked "Coming Soon" with a waitlist signup, and the site displays only a mocked-up sample deal — a financed Rolex Submariner with four payments logged as "Paid" — rather than data from an actual transaction. HL Hunt’s own disclaimer on the page states that "all figures presented are forward-looking estimates" and that the company "has not yet launched this product." The site’s claim that sellers need "no banking license" to originate consumer financing deals is also the company’s own characterization; actual licensing requirements for seller-financed consumer credit vary by state and by the type of good or property being financed, and HL Hunt’s materials do not address that variation.