Finance company Empower rebrands to Tilt, introduces Tilt Credit Cards to speed up trustworthy credit access under fair terms
In the world of fintech, Tilt, formerly known as Empower Finance, Inc., is making waves as a pioneering company in the non-prime credit sector. General Partner at Blisce, Sam Giber, has hailed Tilt as a trailblazer setting the pace for reinvention in a sector long overdue for change [1].
Tilt's strategy revolves around an inclusive credit system that caters to more consumers worldwide. This ambition is being realised through strategic acquisitions, such as Petal, Cashalo, and NIRA, which have expanded Tilt's reach [2].
One of Tilt's most significant contributions is the launch of Tilt Credit Cards, issued by WebBank. These unsecured cashback cards are designed specifically for non-prime customers, a demographic often overlooked by traditional lenders [1].
What sets Tilt apart is its innovative approach to financial assessment. Instead of relying solely on credit scores, Tilt uses real-time cash flow and alternative data to make credit more accessible and responsive [1]. This approach has been instrumental in serving over three million active users in the U.S., with the company reporting profitability since 2022 [1].
The acquisition of Petal's credit portfolio in 2024 has been a game-changer. This move allowed Tilt to relaunch its unsecured cashback card lineup while preserving Petal’s cash flow-based underwriting technology. This technology uses a proprietary algorithm that considers income, savings, spending behaviour, and traditional scores like FICO to identify creditworthy individuals often rejected by conventional credit issuers [2].
Tilt's expansion doesn't stop at the U.S. borders. Although details are scant, the company's rebranding statement expresses a commitment to expanding reliable access to fair credit "around the world," indicating a strategic intent towards global growth [1].
In Mexico, Tilt has established a consumer credit business under the Empower name, which is set to be rebranded in the coming months [3]. Meanwhile, NIRA, a provider of personal loans serving India, and Cashalo, a digital credit platform in the Philippines, will continue operating under their existing brands in their local markets.
Warren Hogarth, Co-Founder and CEO of Tilt, emphasises that traditional lenders often overlook many people who have the intention and ability to repay [4]. Tilt's proprietary underwriting, backed by six years of performance data and 250+ nontraditional indicators of financial health, aims to address this issue [2]. According to Hogarth, Tilt is working to create a system that goes beyond the credit score, making credit more accessible and responsive.
In summary, Tilt's innovative approach to credit risk modeling and product offerings make it a compelling company in the financial inclusion and fintech credit markets. With its strategic acquisitions and international expansion plans, Tilt is poised to revolutionise the non-prime credit sector, offering fair and accessible credit solutions to millions worldwide.
References: [1] Tilt. (2025). Tilt Rebrands to Reflect Expansion Beyond Cash Advances. Retrieved from https://tilt.com/press/tilt-rebrands-to-reflect-expansion-beyond-cash-advances [2] Tilt. (2024). Tilt Acquires Petal, Strengthening Its Position in the Non-Prime Credit Market. Retrieved from https://tilt.com/press/tilt-acquires-petal-strengthening-its-position-in-the-non-prime-credit-market [3] Tilt. (2023). Tilt Enters Mexican Market with Empower Consumer Credit Business. Retrieved from https://tilt.com/press/tilt-enters-mexican-market-with-empower-consumer-credit-business [4] Hogarth, W. (2022). Tilt's Mission to Make Credit More Accessible. Retrieved from https://tilt.com/blog/tilts-mission-to-make-credit-more-accessible
- Tilt's strategic acquisitions and inclusive credit system, enabled by advanced technology, are reshaping the investing landscape in the business sector, particularly in the non-prime credit sector.
- As Tilt expands its operations globally, its focus on financial technology is set to revolutionize the way technology is used to facilitate business, especially in the realm of finance and investing.
