Don’t Apply at Pertuity Direct unless you are ready for a Hard Pull to show up on your credit report. I applied for a loan with Pertuity Direct thinking that they work the same way Lending Club and Prosper work relative to the credit reports. When you apply with Lending Club or Prosper, they do a Soft Pull of your credit report and credit score. IF you get the loan, then the credit inquiry DOES show up on your credit report. This is exactly how it worked for me when working with Prosper and Lending club.

Foolishly, I figured Pertuity Direct would work the same way, so I applied for a loan a couple of weeks ago. I was immediately turned down – fair enough. I was hoping to reduce the interest rates on the credit card balances I have, but I was not good enough for Pertuity Direct. Fast forward a couple of weeks. I checked my credit report this morning (as I do every couple of weeks):

New Inquiries
The following inquiries are “hard” or voluntary inquiries and were generated because you authorized the companies listed to request a copy of your credit report.
Alert Date Business Name Inquiry Date
1/13/2009 PERTUITY CONSUMER FINANC 1/12/2009

Darn it! I don’t care that I didn’t even get the consideration for a loan with Pertuity, but now I have a HARD INQUIRY on my credit report that will not roll off for another TWO years.

I am a big boy – it is my fault for not realizing the credit pull would be a HARD PULL.

DO NOT APPLY AT PERTUITY DIRECT UNLESS YOU THINK YOU HAVE A 100% CHANCE OF BEING APPROVED!

You have been warned.

Other bloggers are heralding the arrival of Pertuity, but I am less happy about it:

Pertuity Direct Launches
netbanker’s original story
Pertuity Direct removes beta label; launches officially
Pertuity Direct launch
An honest look at the P2P aspect – Pertuity Direct – where is the p2p lending part?
Social Lending Goes to Next Level with Pertuity Initiative

Pertuity Direct Launches Next Generation Social Finance Platform

Company Brings Together the Advantages of Capital Markets, Social Networking and Traditional Banking

Vienna, VA, January 22, 2009 – Pertuity Direct, an online consumer financial services company built on the foundation of mutually responsible banking, today announced the launch of its next generation social finance platform. Pertuity Direct’s platform enables borrowers and lenders to come together in a social lending network to obtain smarter financial solutions and better rates. Through the National Retail Fund, members have the potential to earn competitive returns via a regulated investment fund.

By eliminating the traditional bank as the middleman, consumers can now get better interest rates than they would typically experience with banks or credit card companies. “Our model is unique in that it combines the benefits of social lending with the strong underpinning of credit risk management, and privacy” stated Kim Muhota, CEO of Pertuity Direct. “For borrowers, Pertuity Direct does not require any public posting of personal credit information, and for lenders, there’s no bidding, researching or guessing involved. We make the process quick, safe and optimal for both parties.”

Investments are made through the National Retail Fund, a social lending mutual fund that combines lenders’ capital to fund a diversified group of approved and credit worthy borrowers. The money is lent to a large group of borrowers through the fund, and as such creates safety of automatic diversification of investment. Unlike with other social lending models, lender money is not tied up for long periods of time, nor is liquidity tied to individual loan repayment. The National Retail Fund provides liquidity through quarterly share repurchases. Currently, two funds are available via the National Retail Fund: National Retail Fund II and National Retail Fund III. Further details on both funds can be obtained in the prospectus.

“By investing in the National Retail Fund, a lender’s money goes to work immediately at account opening, and funds are deployed to available borrower loans without delay,” said Andrew Rogers, Chairman of the Board and Treasurer of the National Retail Fund and President, Gemini Fund Services, LLC. “With this approach, lender money does not sit idle until suitable borrowers are found and the bidding process concludes. This model makes the social lending process easy and efficient for the investor, and beneficial to the high credit quality borrower.”

As part of the social finance platform, the company offers a ‘Pertuity Bucks’ rewards program to lower or eliminate borrowers’ principal loan balances. Borrowers are given the opportunity to tell their story when they apply for a loan and update their profiles as their situation evolves. Lenders have the option to browse these stories and can award Pertuity Bucks to borrowers who they find most compelling – for example, those borrowers who return to the website and update their profiles to share successes, such as starting a small business or earning a coveted degree.

Pertuity Direct is founded by executives with extensive experience in banking and financial services, including decades of experience from leading financial services firms such as Capital One, PNC, and E*TRADE FINANCIAL. Pertuity Direct is the culmination of Kim Muhota’s vision to simplify financial services for the main street consumer.

About Pertuity Direct
Pertuity Direct is an online consumer financial services company bringing together the advantages of capital markets, social networks and traditional banking. Pertuity Direct provides a refreshing and compelling alternative to traditional financial institutions. The company has pioneered a fast, easy and efficient platform that brings together lenders and borrowers in an efficient, regulated, mutually responsible social lending network. This is the next generation of social finance that brings the model to the mass and up-market segment that is seeking efficiency, security and stability. For more information, visit www.pertuitydirect.com.

Pertuity Direct is a separate entity from the National Retail Fund. They underwrite and originate borrower loans. Those loans are an investment option for this fund.
The National Retail Funds are offered only to persons residing in the United States, and information enclosed in this document is intended only for such persons. Information should not be considered a solicitation to buy or an offer to sell shares of any National Retail Fund in any jurisdiction where the offer or solicitation would be unlawful under the securities laws of such jurisdiction. Investing in the National Retail Funds involves several risks including the loss of principal.

Investors should carefully consider the investment objectives, risks, charges and expenses of the National Retail Funds. This and other important information about the Funds are contained in the prospectus, which can be obtained by clicking here or by calling 877-295-6275. The prospectus should be read carefully before investing. The National Retail Funds are distributed by Northern Lights Distributors, LLC member FINRA/SIPC.

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