History of Aqua Finance

Aqua Finance Dealer Financing Aqua Finance (also known as Aqua) helps dealers grow their business with fast, flexible financing options. For over 35 years, we've partnered with 5,000+ dealers across the U.S. to offer consumer financing for water treatment systems, home improvement projects, HVAC, pools and spas, and recreational, marine, and Powersports products.

We make financing Simpler. Faster. Better. So dealers can close more sales and help more customers.

Our Story Founded in 1986 in Wisconsin, Aqua Finance started with a simple goal: to make financing accessible. Since then, we've expanded to serve dealers in all 50 states and built financing programs across multiple industries. Our dealer-first approach and streamlined tools have helped grow our portfolio to over $2.8 billion with 365,000+ active customers.

What sets Aqua apart is our comprehensive approach to assessing applications. We find more ways to help our dealer network provide financing options to consumers when other lenders might turn them away. Our team understands that every customer and situation is unique, which is why we've developed flexible programs that adapt to various credit profiles and financial situations.

Who We Serve We support dealers across several key industries with financing programs designed to help them win more business:

Water Treatment We help water treatment dealers sell more systems by offering customers low monthly payments on water filtration, softeners, and whole-home solutions. Clean, safe water is essential for every home, and our financing makes these systems more accessible to customers who might otherwise postpone this important investment.

Home Improvement From roofing to windows to concrete work, we help contractors offer financing that fits homeowners' budgets—helping them close bigger jobs, faster. Our financing solutions give homeowners the ability to tackle necessary renovations without depleting their savings, while contractors benefit from increased sales and project scopes.

HVAC HVAC systems can be a big expense. Aqua's financing options help dealers move quickly when units need replacing—without delays and sticker shock. When customers face unexpected system failures, your ability to offer immediate financing solutions can be the difference between winning and losing a sale.

Recreation, Marine, and Powersports

Whether your customers want a boat, trailer, ATV, or RV, Aqua helps you provide financing that gets them on the move without the wait. Our recreation financing programs are designed to help dealers in seasonal businesses maintain strong sales throughout the year by making high-ticket purchases more affordable through manageable monthly payments.

Why Dealers Choose Aqua+ (also referred to as "The Aqua Advantage") ●​ Fast Approvals: Instant decisions in 60 seconds or less, allowing you to close deals while customers are still in your showroom or at their kitchen table. ●​ Flexible Payment Options: Fixed monthly payments and no prepayment penalties give your customers clarity and flexibility in managing their investments. ●​ Simple Process: Submit applications through our Dealer Portal or AppOne system with minimal paperwork and maximum efficiency. ●​ Easy Funding: Sign docs electronically—we'll take care of the rest, with direct funding to your business. ●​ Full Spectrum Financing: Your one-stop shop lender for all your customers across the credit spectrum, reducing the need to work with multiple financing partners. ●​ Dealer Support: Our dedicated team provides training and ongoing assistance to help maximize your financing program's effectiveness. ●​ Industry Expertise: With decades of experience in your specific market, we understand the unique challenges and opportunities you face throughout the sales cycle.

We give dealers the tools and support to close deals confidently with financing that works for their customers. Our commitment to dealer success drives everything we do—from our streamlined application process to our flexible approval criteria.

The Financing Process Time is essential when closing deals. That's why we've simplified our process to help dealers secure approvals quickly: 1.​ Submit customer applications through our secure Dealer Portal 2.​ Receive credit decisions in seconds 3.​ Complete documentation electronically 4.​ Submit signed documents for final review 5.​ Receive funding directly to your business account Aqua Finance's payment options give your customers the flexibility they need while ensuring you get paid quickly. This efficient process helps you move from application to approval to funding with minimal delays, keeping your sales momentum strong and your customers satisfied.

Milestones & Growth ●​ ●​ ●​ ●​ ●​ ●​ ●​ ●​ ●​ ●​ ●​ ●​

1986: Aqua Finance was founded in Wisconsin 2003: Entered the HVAC market 2005: Surpassed 100,000 active customers 2011: Expanded to home improvement and marine 2013: Serving all 50 states 2014: Added pools and spas 2016: Integrated with AppOne 2017: Portfolio reached $1B 2019: Portfolio reached $2B 2021: Strategic partnership with Athene and Apollo 2022: $2.8B portfolio and 365,000+ active customers 2025: Continuing to grow with more tools, more tech, and more ways to support our dealers

As we look to the future, our focus remains firmly on helping our dealers succeed. By continuing to innovate and enhance our financing solutions, we're committed to being the partner of choice for dealers nationwide who want to grow their business through accessible financing options.

Our dedicated Aqua Finance customer service team ensures both you and your customers receive prompt, professional support throughout the entire financing journey. Discover the Aqua difference today and see how our dealer-focused financing can help you sell more quickly.