TFS Financial has officially launched Dealer Direct Capital, a new captive finance platform designed to simplify and enhance financing solutions for heavy equipment dealers across North America. The platform offers a full range of white-label financing services, enabling dealers to provide seamless, full-spectrum financing to their customers.

According to Aaron Case, president of TFS Financial Solutions, the inspiration for Dealer Direct Capital stemmed from the distinct financing needs of equipment dealers compared to manufacturers and online marketplaces. “The market is highly fragmented, and dealers often have to build out financing solutions from scratch,” Case said. “With Dealer Direct Capital, we offer a plug-and-play finance solution, eliminating the need for dealers to manage multiple lender relationships and hire in-house financing staff.”

Bridging Gaps in Equipment Financing

The heavy equipment financing market is well-established but complex, often requiring significant effort from dealers to manage various lender relationships and financing options. Dealer Direct Capital simplifies this process by integrating over 50 lending partners, along with TFS Financial’s own capital, to create a seamless financing experience.

“The platform functions as a white-label solution, meaning dealers can provide financing under their own brand without revealing third-party involvement,” Case explained. “Whether a customer is purchasing a used machine on the lot or waiting months for a custom order, we tailor the financing to fit their needs.”

Tailored Solutions for a Competitive Market

Dealer Direct Capital’s launch aligns with TFS Financial’s broader strategy of supporting manufacturers, dealers and marketplaces with customized finance solutions. As the industry faces challenges such as fluctuating interest rates and market uncertainty, Dealer Direct Capital offers a flexible and scalable financing option that allows dealers to focus on their core business.

For instance, in the transportation sector, where current market conditions are particularly challenging, the platform’s multi-lender system ensures dealers can offer competitive rates and terms to customers. “We constantly monitor the market, ensuring that we’re working with the best lenders and structuring deals to meet customer expectations,” Case noted.

Dealer and Market Response

Feedback from dealers has been overwhelmingly positive, according to Case. “We’ve already onboarded several dealers who appreciate the streamlined financing process and the ability to offer competitive financing options without managing the complexity themselves.”

Dealer Direct Capital differentiates itself from other white-label financing solutions by combining an extensive lender network, in-house capital and a highly experienced financial services team. “Our expertise across multiple industries — construction, transportation and forestry — allows us to craft financing solutions for a wide range of customers,” Case said. “From large corporate clients to first-time owner-operators, we have a solution that fits.”

Future Growth and Expansion

Looking ahead, Case sees continued growth and evolution for Dealer Direct Capital. “The more dealers we onboard, the better we can refine our solutions and provide even greater value. This is an opportunity for us to build a collaborative ecosystem where financing becomes a competitive advantage for our partners.”

With over 40 years of experience in asset-based lending across Canada and more than 15 years in the U.S., TFS Financial is leveraging its industry expertise to position Dealer Direct Capital as a solution for heavy equipment dealers.