With a strong background in the financial services industry, CEO Chuck Brennan recognized that there was a better way to make short-term loans than the typical payday loan – a flat-fee for holding a post-dated check for a fixed period of time.
Dollar Loan Center (DLC) was founded in 1998 by Charles “Chuck” Brennan who is still the majority owner of the company in addition to being the Founder/CEO. With his strong background in the financial services industry, Chuck recognized that there was a better way to make short-term loans than the typical payday loan (flat-fee for holding a post-dated check for a fixed period of time).
The business model was simple, offer customers a signature loan (no check or other collateral, simple interest – the interest accrues daily and does not compound). Compared to charging a flat fee up front, this is a better product for the customer, and one that had previously been unavailable to anyone who is in need of a short-term loan. The signature loan product also allows us to provide credit to those without a checking account. This has helped to attract more customers in recent times due to the changing banking environment.
Through careful underwriting, and proactive collection efforts, we have been able to effectively charge customers a lower rate of interest while operating an extremely profitable business. The creation of a superior product that was actually less expensive to the customer has proven to be a winning formula for growth.
Dollar Loan Center was and is marketed as a payday loan alternative and its marketing efforts have been extremely successful. Dollar Loan Center is also known as Your Community Short-Term Lender because they get involved in, and support the communities where their stores are located.
Our consistent branding of the name, logo and jingle has made Dollar Loan Center a household name in the markets in which we operate. Dollar Loan Center has emphasized television, radio, direct mail and phone books in order to drive business and grow market share.
Our first location was in Las Vegas, Nevada. Dollar Loan Center’s controlled expansion from 1999 through 2008 yielded a stronghold of locations in Las Vegas, the Reno/Carson City area, Salt Lake City, Utah and in the state of South Dakota. The growth strategy included both organic growth along with several acquisitions of mom and pop locations. In 2012 Dollar Loan Center expanded into California and we currently operate 76 locations throughout California, South Dakota, Utah and Nevada along with developing a solid management team and scalable infrastructure that can easily support more locations and business.