
Yet, in light of mounting pressure on the industry, payday loan companies have continued to find ways to reach cash-strapped borrowers who find themselves in desperate need of immediate finances. An increasing number of payday lenders have turned to the internet and direct text messages to lure potential borrowers in. The maneuvers provide shady loan companies like Ace a scarcely regulated means by which to conduct their business in states that have outlawed the practice.
In a typical payday lending model, customers may be told they can borrow a small amount which they are supposed to pay in full in a short period of time, generally two weeks. The promotional material for the loans does not disclose that they can effectively carry annual interest rates of 500 percent or more. Further, many lenders set up the loan in such a way that the payments are automatically withdrawn from a consumer's checking account.
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