Payday loans, car title loans, installement loans...
If you are serious about launching, fixing, or growing a payday, installment, or car title lending business, start here.
The Business of Lending is where operators come for practical answers, hard-won lessons, and the playbook behind Jer Ayles’ work in subprime lending.
No theory.
No fluff.
Just what matters, what breaks, and what makes money.
20+ Years
In subprime lending
100+ Launches
Influenced by Jer’s work
15 Locations
Built and later acquired
~40 States
Experience across the U.S.
Quoted In
WSJ, Bloomberg, NYT
The operating platform for subprime lenders
The subprime lending business can be highly profitable, but it punishes weak execution.
That is why this site is built around one primary goal, helping lenders grow smarter, operate tighter, and avoid expensive mistakes.
This is not generic business advice. It is built for the realities of lending to consumers who are financially stressed, often overlooked by traditional banks, and highly sensitive to execution quality.
Here, you will find practical support for the decisions that matter most:
Who is this for:
Storefront Lenders
For owners and managers who need tighter branch execution, better KPIs, and stronger collections.
Online Lenders
For teams managing digital acquisition, underwriting discipline, portfolio quality, and scalable operations.
Car Title Lenders
For operators focused on title-backed products, branch performance, collateral workflows, and state opportunities.
Texas CAB Operators
For businesses evaluating, launching, or improving the Texas CAB and CSO lending model.
Trbal Lending Groups
For tribes and strategic partners exploring growth, structure, and execution in tribal lending.
Investors and Advisors
For people evaluating lending businesses, portfolios, operating models, and management teams.
Learn from the Subprime Lending Gurus at Trihouse Consulting.
Our services
The bible
Our 500-page bible. "How to Loan Money to the Masses without Getting Your Butt Handed to You!"
Consulting
One-on-one, paid hourly sessions. We dive deep into legally sound, high-yield tactics, proven strategies, and operational blueprints to help you scale profitably in the subprime lending space.
Free 15 minute strategy call
Got questions about launching or growing your lending business? Get real answers in a no-cost, 15-minute call. No fluff, no pitch, just expert insight. One conversation could change everything.
Learn from the Subprime LendingGurus
More services
Car Title loans
Texas Cab Model
Launch or turbo-charge your Texas Credit Access Business today.
Our newly updated 2025 CAB/CSO eBook delivers step-by-step licensing checklists, iron-clad contracts, 3rd-party lender hookups, KPI profit levers, SEO domination tactics and legal safeguards proven by million-dollar lenders.
Smash the “Learn More” button and seize your competitive edge now.
Buy/sell scrap gold
Gold is getting a ton of attention! If you’ve been thinking about learning how to buy & sell gold, jewelry, coins, this is a great time to take action.
Learn from the Subprime Lending Gurus
Even More services
Need Capital?
Need capital? We have hundreds of immigrant investors seeking USA greencards and direct investment projects. You have a project?
Ask me anything
Got a question? Let's talk. My A.I. powered Clone is at your service.
I'm ready to answer ALL your questions via my 20+ years lending money to strangers, raising capital, providing expert guidance to online & storefront subprime money lenders.
Be On your borrower's phone
90% of desperate borrowers start on their phones and 63 % choose one of the top-three Google Maps results. If you’re not there, you’re invisible.
Grab our free, power-packed eBook for the exact Google Business Profile blueprint: step-by-step checklists, winning keywords, and compliance-safe tactics subprime lenders use to own the “cash advance near me” search.
More walk-ins, calls, and funded loans start now. Learn More and lock in your front-row spot before competitors do.
Trihouse Consulting | Services Snapshot
Rapid-Fire Strategy Calls – Book a 15-minute “ask-me-anything” session (or extend as needed) for on-the-spot answers about licensing, tech, capital, or deal flow. thebusinessoflending.com
Hands-On Advisory & In-Store Training – Phone, Zoom, on-site, or even a day working inside our Texas loan store—engagements flex to match your launch or scale-up goals. thebusinessoflending.com
Done-For-You Playbooks & Tools – Instant-download manuals (the 500-page “Bible”), Texas CAB blueprint, state-by-state car-title analysis, and interactive pro-forma models that shortcut months of trial and error. thebusinessoflending.comthebusinessoflending.com
Regulatory & Compliance Navigation – End-to-end guidance on Texas CAB structuring, sovereign tribal partnerships, sample contracts, and lender introductions. thebusinessoflending.comthebusinessoflending.com
Marketing & Lead-Gen Accelerators – My Google Business Profile blueprint puts your store on borrowers’ phones—no 36%-APR ad hurdle required. thebusinessoflending.com
Boot Camps & Keynotes – High-energy workshops and conference presentations that transfer 20+ years of front-line lending know-how to your entire team. thebusinessoflending.com
Ready to move? Reply to this email or call 702-208-6736 and let’s tailor a plan that fits your timeline, complexity, and ambition.
Launch & Scale Your Subprime Lending Empire
Welcome!
I’m Jer [short for Jerome] of Trihouse Consulting, the ~20-year “go-to guru” for entrepreneurs, VC-backed fintechs, family offices, and legacy storefront operators who want to start a payday loan business, add car-title loans, expand into installment loans, or roll out a profitable line-of-credit product online, on mobile, and in-store.
If you searched “how to start a loan business,” you just found the partner who has personally guided more than 300 subprime lenders to licensing, launch, and scalable profit.
Why Lenders Trust Me
Regulatory Sherpa – I translate complex state statutes, OCC rules, and tribal codes into a clear playbook you can act on today.
Operational Architect – From loan-management-system (LMS) selection to ACH/card rails, collections scripts, and KPI dashboards, I build the engine that prints predictable cash flow.
SEO & Lead-Gen Strategist – Google’s latest “Payday Loan” algorithm punishes spammy sites; my white-hat content and backlink plan attracts qualified borrowers and keeps you penalty-free.
Network Effect – Processors, surety-bond brokers, program attorneys, high-risk merchant banks, if subprime lenders need it, it’s already in my Rolodex.
The Problems I Solve
“I need a blueprint for launching my payday loan startup.”
“Compliance headaches and 36 % rate caps are squeezing my storefront margins.”
“My online installment-loan traffic is tanking, help me rank again.”
“Investors want proof we can scale a $50 M receivables book without blowing up defaults.”
I fix all four, FAST!
My 4-Pillar Framework
1. Plan & License
Entity choice (state, tribe, offshore)
Surety bonds & MLO registrations
Policy & procedures manuals
2. Capitalize & Underwrite
Warehouse-line introductions
Data-driven scoring for thin-file, “banked-but-bounced” borrowers
Stress-testing against <36 % APR scenarios
3. Acquire & Convert
SEO pillars targeting “payday loans near me,” “online title loans,” “bad-credit installment loans”
Omni-channel funnels: SMS, push, live chat, IVR
Google-compliant ad copy that sidesteps “loan shark” filters
4. Optimize & Exit
AI-assisted collections to cut roll rates 50 %
Portfolio sale strategy at 2–4× book value
Data room prep for private-equity diligence
| Objective | Result | Timeframe |
|---|---|---|
| Obtain first state license | Approval & bonds in place | 15–60 days |
| Start a payday loan business online | Site live, LMS integrated, ACH funding | 45 days |
| Add car-title loans to storefront | Collateral process & DMV lien flows | 30 days |
| Turn on line-of-credit product | Revolving module + card issuance | 45 days |
| Rank page-one for “installment loans online” | Organic top-5 position | 90 days |
Proof in the Numbers
- 28 % store-level profit within nine months (Dallas, TX)
- $12 M deployed first year by a Midwest family office
- 8,000 loans/month processed on a two-person ops team
- Default losses ↓ 50 % after deploying my machine-learning collections model
Compliance Without Compromise
My guidance keeps you ahead of OCC “True Lender” memos, CFPB supervision [Thanks to President Trump DEAD today, but who knows what the future holds], and every state-level APR cap.
I also reverse-engineer algorithm updates so your content stays evergreen, even as Google tightens the screws on “payday loan” keyword abuse.