Personal finance vertical

Sub-verticals

Personal loans

Comparison content for consumers researching personal loans for debt consolidation, home improvement, medical expenses, or major purchases. Filters include loan amount band, purpose, self-disclosed FICO band, employment posture, and state.

Credit cards

Editorial comparison of credit card products across cash-back, travel rewards, balance-transfer, and credit-building categories. Soft-pull friendly: applications routed to issuer programs offering pre-qualification flows.

Mortgage refinance

Decision-support content for homeowners evaluating refinance options. Filters include current rate, remaining balance, property value estimate, FICO band, state, and credit-class self-disclosure.

Student loan refinance

Comparison content for borrowers with private or federal student loans considering refinancing. Filters include loan amount, current rate, employment status, degree-completion posture, and FICO band.

Lead schema (representative)

Personal-loan lead, shared tier:

{
    "lead_id": "aml_2026_PL...",
    "vertical": "personal_loans",
    "tier": "shared",
    "consumer": {
        "first_name": "...", "last_name": "...",
        "email": "...", "phone_e164": "...",
        "address": { "state": "CA", "zip": "94114" },
        "dob_year": 1985
    },
    "vertical_data": {
        "loan_amount_band": "10000_25000",
        "loan_purpose": "debt_consolidation",
        "fico_band_self": "good_670_739",
        "employment_status": "employed_full_time",
        "annual_income_band": "60000_90000",
        "homeowner": false
    },
    "consent": {
        "trustedform_cert_url": "https://cert.trustedform.com/...",
        "consent_language_version": "2026-05",
        "consent_timestamp_iso": "...",
        "ip": "..."
    },
    "source": {
        "property_id": "loan_compare_us",
        "user_agent": "...",
        "session_id": "..."
    }
}

Pricing bands (USD per accepted lead)

Sub-vertical	Shared	Exclusive	Approved-funded
Personal loans	$5 – $25	$20 – $60	$80 – $250
Credit cards (per approved app)	—	—	$50 – $200
Mortgage refinance	$15 – $50	$35 – $120	$300 – $900
Student loan refinance	$8 – $30	$22 – $65	$60 – $200

Credit card inventory is delivered via issuer-direct affiliate programs (Bankrate, Impact, CJ-integrated programs); we surface and route, issuer pays on approved application.

Compliance for the personal finance vertical

• TrustedForm Certify on every lead form. Cert URL delivered alongside lead payload.
• NMLS attestation. Lender advertisers attest at onboarding to active NMLS registration in every state they buy leads for. NMLS numbers documented and reviewed annually.
• Multi-seller consent disclosure with our maintained partners list, per post-IMC v. FCC framework.
• State usury and lending compliance. Lender filters incorporate state-specific eligibility rules (e.g., maximum APR caps, license posture) at the matching layer.
• Soft-pull preferred flows. Where issuer programs support pre-qualification with soft pulls, consumers are routed to those flows by default.
• FCRA-aware data handling. Self-disclosed credit information is collected with clear consumer-facing disclosure that information is self-reported and may be verified by lenders during application.

Onboarding

Personal finance vertical onboarding takes 3 – 7 business days for lenders, faster for issuer-affiliate routing. Required documentation: NMLS registration evidence for lender advertisers, EIN, primary signer details, and your preferred delivery endpoint.

Start at /advertise or contact finance@advertisingml.com.