In the past, payday loan stores were put in low-income neighborhoods to target this demographic the most, but now that they’re online many other types of people benefit from this service. Even payday lending research has indicated that payday loans are being used more by the middle class, too.

You don’t have to be low-income to take advantage of the quick loans that can help solve a myriad of short-term emergencies that might otherwise balloon into bigger, more costly, problems that take a lot longer to solve. So, who do payday loans target?

  • The Traveler who missed his flight and needs new funds to get a new ticket or some other emergency.
  • The Tourist who is stranded overseas, with his credit cards frozen, has access to cash via a payday loan which can mean the difference between sleeping on the sidewalk or a hostel.
  • Middle Class families with medical, household, or automotive emergencies. Lower FICO scores have made getting credit through traditional means difficult.
  • Caregivers with children or grandparents that need medicine or treatment not covered by insurance. A payday loan can help get the money into a caregiver’s hands quickly. In those instances, a payday loan can LITERALLY help save a life.

And when you think of “targeting,” you may think of a sniper trying to take out enemies, but that’s not how we look at it at all. We think of ourselves as the police officer who sees you stranded on the side of the road, engine smoking, hazard lights on, who pulls over and asks how he can help. Helping. That’s what we’re here to do.

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