Running a business today means balancing customer expectations with financial realities. Buyers want flexible payment options, while businesses want to close more sales without unnecessary roadblocks. That is where Direct to Merchant (DTM) lending comes in, a smarter and streamlined way for businesses to offer financing directly at checkout.
Rather than sending customers to an outside lender, DTM lending integrates financing into the purchase process itself. This not only makes big ticket items more accessible but also builds trust and loyalty between businesses and their customers.
Why DTM Lending Matters
Traditional lending models often slow down the buying process, involve third party approvals, or leave customers feeling uncertain. DTM lending changes the equation by empowering businesses to provide financing directly through a trusted partner like AnchorPay.
Unlike Direct to Consumer (DTC) lending, where the customer is funneled to a third-party lender, DTM keeps financing in house. This makes the process seamless, improves approval rates, and creates a consistent customer experience while helping businesses increase revenue.
For industries such as healthcare, home services, retail, and specialty trades, DTM lending is proving to be a powerful driver of growth. It is also an excellent fit for HVAC and plumbing companies, auto repair shops, landscaping and lawn services, cleaning companies both residential and commercial, and fitness trainers, gyms, and yoga studios. These industries often serve customers facing high ticket or recurring costs, and flexible financing helps remove financial barriers.
Key Benefits of DTM Lending
- Boosted Sales Conversions
When customers see financing options right at the point of sale, they are more likely to say yes. By reducing hesitation and eliminating outside applications, DTM lending drives higher approval rates and better closing ratios.
- Larger Average Ticket Size
Customers are more willing to choose premium products or expanded service packages when they have flexible pay over time options. For example, an HVAC company can upgrade a customer to a more efficient system, or a fitness trainer can sell a longer term package, because financing makes it affordable.
- Frictionless Customer Experience
Financing becomes part of the checkout flow instead of an extra step. Customers do not have to deal with unfamiliar lenders. They apply and are approved within the same environment where they are making their purchase, whether that is an auto repair shop, a landscaping service, or a yoga studio.
- Stronger Customer Relationships
Offering financing directly shows customers you understand their needs. This personalized approach not only makes purchases possible but also builds long term loyalty. Businesses such as residential cleaning services or gyms can keep clients coming back by making recurring costs more manageable.
- Competitive Differentiation
Businesses that offer embedded financing stand out. In crowded industries like HVAC repair, fitness training, or commercial cleaning, this advantage can be the deciding factor when customers are choosing where to spend their money.
How AnchorPay Makes It Simple
At AnchorPay, we have built a full spectrum lending network that connects merchants to more than 30 lenders. This waterfall system ensures more approvals by automatically matching each application to the right lending partner. Instead of being limited to a single option, customers are guided to the best fit for their situation, maximizing acceptance and minimizing declines.
This gives businesses confidence that they can extend financing options broadly, without turning away potential customers because of credit restrictions.
Getting Started
Adopting DTM lending does not have to be complicated. With AnchorPay, you get:
- Easy onboarding and setup
- A financing program tailored to your business model
- Expert guidance every step of the way
- Access to a wide lending network for maximum approvals
As consumer expectations evolve, businesses that embrace DTM lending now will have a decisive edge. Offering financing directly at the point of sale is not just a convenience, it is a growth strategy. For HVAC and plumbing companies, auto repair shops, landscaping and lawn services, cleaning companies, and fitness professionals, it is also a powerful way to win more business and build lasting customer loyalty.
Take the Next Step with AnchorPay
Are you ready to make financing a growth tool for your business? Whether you run an HVAC or plumbing company, an auto repair shop, a landscaping service, a cleaning company, or a fitness studio, AnchorPay can help you unlock the power of Direct to Merchant lending.
Give your customers the payment flexibility they want while increasing your sales, improving cash flow, and strengthening loyalty.
👉 Contact AnchorPay today to learn how you can start offering Direct to Merchant lending and transform the way you do business.