About Purpose Financial

We are Purpose Financial. And we are on a mission.
We are intentional. We are thoughtful. And we are driven by outcomes.

Purpose Financial and its family of brands — including Advance America, Perch Loans and Fortuna Credit — exist to offer a variety of innovative credit solutions and resources to meet our customers’ ever-evolving financial needs.

Why do we do it?
Our sole purpose is to help each customer achieve their version of financial stability in the moment and in the future.


At Purpose Financial, we strive to make our solutions accessible, simple and straightforward so that our customers have the tools and resources they need to succeed. Consumers know that when they choose Purpose, they’re backed by a trusted, reliable financial services company with:

25 years in business
2,700+ employees
900+ store locations
24 states
A history of trustworthy lending.
Man Reading

A history of trustworthy lending.

Founded in 1997 as Advance America, we’ve grown to become one of the largest state-licensed consumer lenders in the United States. In the 25 years that have followed, we’ve acquired loan companies and launched new companies with the goal of meeting the unique needs of our customers. In 2020, we evolved our corporate identity to Purpose Financial to oversee our family of brands from a single mindset, ensuring each brand has its own identity while adhering to our overarching mission.

Grupo Elektra logo

We’re extremely proud of the experience and expertise that our parent company, Grupo Elektra, contributes as one of the largest Latin American providers of banking services, consumer finance and specialty retailing.

Advance America is founded
100th Advance America center opens
Advance America is publicly traded on NYSE
Grupo Elektra acquires Advance America
Purpose Financial is launched as new corporate identity
Perch Loans is launched
Fortuna Credit is launched

Meet the brands under the Purpose Financial umbrella.

Advance America logo

Our in-person and online-lending brand, Advance America, services thousands of individuals locally and online through a variety of personalized financial solutions.

Perch Loans

Perch Loans is our online lending brand with lower rates, longer terms and larger loan amounts than many short-term loans.

Fortuna Credit is an online lending marketplace, focused on financial wellness tools and connecting consumers with the best options on financial services.

Meet our leaders.

Jessica Rustin
Chief Executive Officer
  • Joined Purpose Financial in 2009
  • Previously at Regional Law Firm and various government-related positions
  • South Carolina State Bar member
Erdem Cimen
Chief Financial Officer
Travis Gonzalez
Chief Product Officer
  • Joined Purpose Financial in 2018
  • Previously Chief Analytics Officer at Braviant Holdings
  • Former VP Marketing/Managing Director of Data Science at Springleaf Financial and iLoan
Paul Cho
Chief Operating Officer
  • Joined Purpose Financial in 2022
  • Previously COO of Above Lending and CEO of Align Income Share Funding
  • Served 8 years active duty as an officer in the US Navy
Jim McQueen
Chief Technology Officer
  • Joined Purpose Financial in 2012
  • 21 years in technology: Asset Management Software, Telecom, Financial Services
  • Management positions in Development, Project Management QA & Business Analysis
Denae Roth
Chief Legal Officer
  • Joined Purpose Financial in 2010
  • Association of Corporate Counsel, South Carolina Board Member
  • Georgia Bar Member and South Carolina Limited Certificate Admission
Leigh Santanello
EVP Human Resources
  • Joined Purpose Financial in 2007
  • Previously Risk Manager, Buffets, Inc.
  • SPHR and CBP Certifications
Steven Weese
EVP Strategy & Development
  • Joined Purpose Financial in 2011
  • Previously with Deloitte, providing attestation & consulting services
  • Licensed Certified Public Accountant in Illinois
Casey Earhart
EVP Accounting & Data
  • Joined Purpose Financial in 2011
  • Previously Assurance Manager at EY
  • Licensed Certified Public Accountant in South Carolina
Steve Ritter
EVP Branch Operations
  • Joined Purpose Financial in 2021
  • Former Senior Managing Director for OneMain Financial
  • Former Vice President/Director of Operations for American General Finance