Financial firm Empower rebrands as Tilt, introducing Tilt Credit Cards to expedite trustworthy credit access with a focus on fairness.
Tilt Rebrands and Expands, Revolutionizing the Credit Industry
In a sector long overdue for reinvention, Tilt, formerly known as Empower Finance, Inc., is setting the tempo with its innovative approach to credit access. The fintech company, founded at least six years prior to 2025, has rebranded and expanded its reach through a series of strategic acquisitions, including Petal, Cashalo, and NIRA.
The rebranding, which took place in August 2025, coincided with the launch of Tilt Credit Cards, issued by WebBank. These cards are designed to help users build or rebuild credit from day one, catering specifically to non-prime customers. Tilt's Co-Founder and CEO, Warren Hogarth, has stated that the company aims to serve millions who have steady income but flawed or developing credit histories, offering products grounded in fairness and precision underwriting. This approach has attracted over three million active subscribers in the U.S. and has made Tilt profitable since 2022.
Tilt's expansion strategy centers on evolving beyond initial cash advances and lines of credit into a broader suite of credit products. The company is investing heavily in machine learning to advance its credit products and analytics capabilities, including leading efforts in international markets such as Mexico.
The company's mobile-first, user-friendly platform enables customers to qualify based on financial habits tracked in real-time, with flexible repayment and no dependency on traditional credit history. Tilt's proprietary underwriting is backed by six years of performance data and over 250 nontraditional indicators of financial health.
Tilt's acquisitions, such as Cashalo, a digital credit platform in the Philippines, and NIRA, a provider of personal loans serving India, aim to advance its vision of an inclusive credit system that works for more consumers worldwide. Cashalo and NIRA will continue operating under their existing brands in their local markets.
General Partner at Blisce, Sam Giber, has praised Tilt, stating that the company uses technology to see people more fully and serve them more fairly. The expansion makes Tilt's company compelling, as stated by Giber.
It's worth noting that less than 41% of non-prime credit card applicants are approved for credit cards, and for people with no credit score, approval rates plummet to 20%. Tilt's products use real-time cash flow and alternative data for underwriting, making them a valuable option for those who may have been previously overlooked by traditional credit providers.
In summary, Tilt has evolved from a cash advance-focused fintech to a broader credit provider, leveraging technology and alternative data for underwriting to expand fair credit access, particularly targeting underbanked or credit-challenged individuals. Its rebranding and product expansion mark a pivotal step to accelerate growth and reliability in serving this market segment.
Tilt's investment in machine learning technology is aimed at advancing its credit products and analytics capabilities, creating a more inclusive business model in the finance industry.
The company's strategic acquisitions, such as Cashalo and NIRA, demonstrate Tilt's commitment to investing in technology to revolutionize the credit industry, offering financial services to more consumers worldwide.
