Is Choice Financial legit?
It appears that Choice Financial may not be a legitimate loan marketplace. The company has no presence on social media, no profile on Trustpilot and only three reviews on the BBB website — and they’re all complaints.
Plus, on a Reddit thread, multiple people complain about receiving deceptive marketing materials from Choice Financial. One Redditor claiming to be a past employee said the company engages in bait-and-switch tactics by offering loans but then trying to get people into debt validation programs instead.
The company also lacks a physical office, which is another red flag. If you look up the company address, you’ll see it’s actually a Postal Plus mailing service location. And when you Google the address, a couple of other companies similar to Choice Financial come up. In fact, one of the websites — Optimum Financial — is almost identical to Choice Financial’s website. (See screenshots below.)
The website itself is another red flag. The “online application” is just a contact form — not what you would expect from a legitimate loan matching service. And when we tried to contact customer service through the number on the website, there was no answer, despite repeated attempts.
Where Choice Financial falls short
Choice Financial falls short in several ways. Perhaps the biggest is its lack of transparency. It appears to offer loans on its website and marketing materials, but customers and a former employee report that it’s actually a bait and switch.
The company appears to target people who are struggling financially and offers them a way to manage their debt through loans. But when customers talk to a representative, the APRs they’re given are much higher than advertised, and they’re encouraged to enter a debt validation program instead.
Choice Financial also seems to be persistent once you’ve shown interest in its services. One Redditor reported receiving multiple phone calls after they turned down the offer. If you’re looking for a way to get out of debt, there are better ways, like through legitimate debt relief companies or debt consolidation loans.
How Choice Financial compares to other lenders
What is the Finder Score?
The Finder Score crunches 6+ types of personal loans across 50+ lenders. It takes into account the product’s interest rate, fees and features, as well as the type of loan eg investor, variable, fixed rate – this gives you a simple score out of 10.
Read the full Finder Score breakdown
What makes Choice Financial shine?
If we were to only go off its website, Choice Financial claims it offers loans ranging from $2,000 to $100,000 that can be paid off in anywhere from six to 60 months. APRs start at 4.99% for the best-qualified borrowers, and funds can be used for practically any reason, including paying off debt, buying a new car or putting a down payment on a house.
According to the website, Choice Financial has helped more than 10,000 people and provided more than 100,000 hours of financial education.
Choice Financial loan details
| Loan amount | $2,000 to $100,000 |
| Repayment terms | 6 to 60 months |
| APR | 4.99% to 35.99% |
| Minimum credit score | Not disclosed |
| Other requirements | Eligibility is based on income and credit history, but specific requirements are not provided. |
| Turnaround | Application only takes a few minutes with approval in as little as 2 hours. Loan disbursement time varies by lender. |
| Fees | Choice Financial does not charge for referring you to a loan provider. Other fees vary by lender. |
| Availability | Not available in all states (eligible states not disclosed) |
Choice Financial contact information
| Phone number | 888-910-1626 |
| Customer service hours | N/A |
| info@choicefinancial.co | |
| X, formerly Twitter | N/A |
| N/A | |
| Mailing address | 3639 Midway Drive Suite B #245 San Diego, CA 92110 |
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| Principal | $ |
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| Interest | $ |
| Total Cost | $ |
How to qualify for Choice Financial
Choice Financial doesn’t provide any specific information about loan qualifications on its website. As a loan referral service, Choice Financial merely takes your information and matches you with a potential lender. Requirements vary from lender to lender.
In general, lenders look at your credit history and income to determine if you’re eligible for a loan. You’ll likely need to consent to a hard credit check with the lender and provide identification and proof of income.
How to apply
If you’d like to apply for a loan through Choice Financial, here’s what you can expect:
- Submit an application online. Visit the Choice Financial website and select the “Apply Online” button. Provide your name, email, phone number, desired loan amount and the loan’s purpose.
- Wait for lender matching. Choice Financial reviews your information and performs a soft credit check that won’t harm your credit. Then the company matches you with potential lenders that fit your borrower profile.
- Receive loan offers. Once the matching process is complete, you receive loan offers from Choice Financial’s network of lenders.
- Select a loan. Review the terms and conditions of each loan carefully before deciding which one best meets your needs.
- Apply with the lender. Complete a formal loan application (that includes a hard credit check) with your chosen lender and supply all the documentation it requests. Your funds will be disbursed soon after your application is approved.
Choice Financial reviews and complaints
| BBB accredited |
No |
|---|---|
| BBB rating |
A+ |
| BBB customer reviews |
1 out of 5 stars, based on 3 customer reviews |
| Trustpilot Score |
Choice Financial does not have any Trustpilot reviews. |
| Customer reviews verified as of |
04 March 2025 |
The few customers who have weighed in on their experiences with Choice Financial have nothing positive to say. There is no profile for the company on Trustpilot, but there are three reviews on the Better Business Bureau website — all complaints.
One of the reviewers mentioned they went to the address on the company website, and there is no office at that location. The other two reviewers accuse Choice Financial of being scammers. One complained they were offered a specific interest rate in a mailer, then given a much higher rate over the phone. The other said that Choice Financial just takes your information so it can sell it to other companies.
This accusation may be valid. When you look on the BBB website in the “About This Business” section, it clearly states that “This business offers sales lead generation for loan and financial services companies.” This means the primary purpose of Choice Financial is to collect information from potential borrowers and provide sales leads to lenders and other financial services companies.
However, since no formal complaints have been filed against the company, it surprisingly still holds an A+ rating with the BBB.
What do people on Reddit say?
There’s only one post on Choice Financial, but thanks to multiple comments, it provides a lot of information about the company. In the initial post, the original poster warns others not to fall for fake checks made to look like official government documents. When you look closer at the pictures the OP provides, you can see the Choice Financial logo on the check with directions to call the company or visit its website.
In the comments, people from all over the country say they’ve also received mailers from Choice Financial. One person says they called to ask about the offer and ultimately turned it down but then received persistent daily phone calls from the company afterward.
Another Redditor commented that they used to work for the company and confirmed that it is a bait and switch. The former employee claims that the purpose of the marketing mailer is to get people into a debt validation program — not provide them with a loan.
Frequently asked questions
What kind of company is Choice Financial?
Choice Financial is a lead generation company. That means it uses its website and marketing materials to find people who need loans or help managing debt and provide their information to relevant financial services companies.
Does Choice Financial offer loans directly?
No, Choice Financial is not a direct lender. If you apply for a loan through the Choice Financial website, the company will match you with providers in its network who may be willing to lend you money.
Is Choice Financial a reputable company?
No, it’s not. It has only three reviews on the BBB website, and all are complaints. There are also several other red flags, such as deceptive marketing practices, having no physical office (the company address leads to a mailing service) and a former employee who says the company routinely pulls a bait and switch.
