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