U.S. Bank’s point-of-sale lending solution, Avvance, has been added to Pure Finance Group’s home improvement lending platform, supporting the Maryland-based lender’s expansion into the HVAC segment.

The move marks the second partnership for Avvance, which was launched in October 2023 as U.S. Bank’s first real-time consumer lending product. The tool enables APR-based term loans at the time of sale.

“Avvance supports the business growth of our partners by providing financing options at the point of sale, backed by the reliability of the fifth-largest commercial bank in the U.S.,” said Rob Seidman, head of U.S. Bank Avvance.

Founded in 2018, Pure Finance has provided financing to more than 20,000 homeowners through its contractor-focused lending platform.

“We’re thrilled to leverage a product like Avvance from a reliable banking partner like U.S. Bank,” said Ed Meister, CEO of Pure Finance Group.

Avvance was designed to support sectors such as home improvement and healthcare, with plans for expansion into additional industries.