Pure Finance Group, a Maryland-based company established in 2018, has selected U.S. Bank Avvance solution to expand into a new segment.

This collaboration aims to facilitate Pure Finance’s expansion into the HVAC market.

The integration of Avvance marks a significant step for Pure Finance, which has already financed over 20,000 homeowners through its platform designed for home improvement contractors.

Pure Finance Group CEO Ed Meister said: “We’re thrilled to leverage the kind of innovative lending product like Avvance from an innovative and reliable banking partner in U.S. Bank.”

Launched in October 2023, Avvance is U.S. Bank’s inaugural real-time consumer lending product, offering APR-based term loans at the point of sale.

Initially focused on home improvement and healthcare sectors, the Avvance team is actively seeking opportunities to broaden its application across various industries.

U.S. Bank Avvance head Rob Seidman said: “U.S. Bank Avvance supports business growth of our partners by providing financing options at the time of sale to meet customers’ demands, coupled with the reliability of the fifth largest commercial bank in the US.

“We’re excited to support Pure Finance’s expansion into a new segment with Avvance, as we continue to discover partners who want the flexibility that real-time point-of-sale lending brings.”

In 2019, U.S. Bank acquired Silicon Valley software firm talech to enhance its digital capabilities.

U.S. Bancorp, the parent company of U.S. Bank National Association, employs around 70,000 individuals and manages assets totalling $676bn as of 31 March 2025.

Headquartered in Minneapolis, U.S. Bank provides a wide range of services, including consumer banking, business banking, commercial banking, institutional banking, payments, and wealth management, serving millions of customers both domestically and internationally.