HL Hunt’s SellFi wants to turn any seller into their own lender — starting at $29 a month

HL Hunt Financial's newest product, SellFi, is built on a simple pitch: if you can sell something, you can finance it yourself, without a bank or a third-party buy-now-pay-later provider standing between you and the buyer's monthly payment. The platform is listed on HL Hunt's site as coming soon, with sign-ups currently open on a waitlist rather than general availability.

The mechanics, as HL Hunt describes them, work like this: a seller enters an item, price, down payment, APR and term length, and the platform generates an amortization schedule, a buyer-facing checkout link, and a set of financing documents automatically. HL Hunt says the generated paperwork includes a state-compliant financing agreement, a promissory note, and a Truth in Lending Act (TILA) disclosure — the same category of federal consumer-credit disclosure a bank or finance company would be required to provide on a comparable installment loan.

Once a buyer signs and makes the down payment, HL Hunt says payments are collected automatically by ACH or card on the schedule the seller set, with SMS and email reminders sent ahead of each due date and automatic retry logic on failed payments before an account is marked late. The company frames its target sellers broadly — watch and jewelry dealers, private auto sales, owner-financed real estate, equipment and tool sellers, and service businesses financing large invoices are all listed as intended use cases.

For missed payments, HL Hunt describes an escalation path that runs from automated late-fee calculation through a graduated series of reminder notices, with a stated one-click handoff into the company's separate AI Debt Collection product if an account needs to move to formal recovery. Sellers can also opt to report a buyer's payment history to Equifax, Experian and TransUnion through HL Hunt's Metro 2 Reporting Software, which the company positions as an incentive for buyers to stay current.

Pricing is a flat monthly subscription rather than a cut of financed interest: a Starter tier at $29 per month for up to 10 active deals, a Business tier at $79 per month for up to 50 active deals with added late-fee automation and bureau reporting, and a custom-priced Enterprise tier with white-label and API access for unlimited deal volume. HL Hunt is explicit that sellers keep all of the interest revenue on every deal, which is the trade-off underlying the platform's economics: HL Hunt is paid a fixed fee for the infrastructure, while the seller takes on the actual credit risk of the buyer defaulting.

That risk allocation is the detail worth sitting with. A seller using SellFi is extending consumer or commercial credit directly, which HL Hunt's own marketing frames as "no banking license needed" and "no complex underwriting" — true in the sense that SellFi does not require a seller to become a licensed lender to use the tool, but not a statement that seller-financed consumer credit is exempt from lending law. Truth in Lending Act obligations, state usury limits, and licensing thresholds that vary by state and by how many deals a seller finances in a given period can still apply to the seller extending the credit, separate from whatever HL Hunt's software generates on their behalf. HL Hunt states clearly on its site that all performance figures associated with SellFi are forward-looking estimates from internal modeling, not results from a launched product, since the platform has not yet gone live.