Upgrade growth playbook

Publish a "Ways to lower your rate" page and two focused pages (car-secured personal loans; the homeowner fixtures discount compared with a home equity loan or HELOC), each with a plain example of the saving, the trade-offs (what happens to collateral on default), and the rate check. Link them from the hero, the rate-check form and debt consolidation pages, and show eligible discounts on the offer screen.

Rate is the first thing borrowers compare. Showing how to lower it before the rate check lifts starts and helps applicants choose a cheaper, still-responsible option, which is exactly the "conversion improvements" and "credit capabilities" the new growth PMs are hired to find.

[ ] /personal-loans/lower-your-rate/ with all four options
[ ] Car-secured personal loan page
[ ] Homeowner fixtures discount page, compared with home equity loan and HELOC
[ ] Worked example per option, reviewed by Compliance
[ ] Hero link and rate-check form link
[ ] Discount labels on the offer screen
[ ] Tracking: page to rate check to funded

• Borrowers misunderstand collateral

  Explain what is pledged and what happens on default in plain words.

• Discount not available in every state

  Show availability rules on each page.

• Your websitePersonal loans page FAQ, "Is there a way to lower my APR?": savings for customers who "Set up autopay", "Use all or part of their loan to pay off existing debt", "Use their car as collateral for a secured loan", or "Own a home and secure their loan with built-in fixtures like ceiling fans, bookshelves, and light fixtures" ("unlike a home equity loan or HELOC, your home will not be used as collateral, your rate will be fixed, and there's no home inspection or additional paperwork"). The page hero only says "low, fixed rates". APRs 7.74%-35.99%, terms 24 to 84 months; "Joint applications may not be available for all personal loan offers."Source
• Your websiteSitemap (321 URLs, October 21, 2026): 142 Credit Health pages, 55 press pages, 26 personal-loan pages. Purpose pages cover credit card refinancing, debt consolidation, home improvement (kitchen, bathroom, pool, furniture, moving), major purchases (vacation, wedding, special occasions) and unexpected expenses (car repairs, funeral, home repairs); loan-amount pages exist for $1,000, $5,000, $10,000, $15,000, $20,000 and $50,000 only. There is no page for secured loans, the homeowner discount, joint applications or business use (/personal-loans/small-business/ returns 404); secured loans appear only in a blog post, "secured-vs-unsecured-loans".Source
• HiringDirector, Product Management - Personal Loans Growth and Principal Product Manager - Personal Loans Growth (San Francisco or Wilmington, posted September 14, 2026): "drive the next phase of growth for our Personal Loans business" across "acquisition and conversion to new loan programs, partnerships, market expansion, and deeper relationships with existing customers"; "grow funded volume, expand our addressable market, improve economics, and increase customer lifetime value"; prioritize "new loan programs, customer segments, credit capabilities, distribution partnerships, and conversion improvements"; "develop partner-specific experiences".Source
• HiringSenior Product Designer, Growth (posted September 17, 2026): "Growth is where Upgrade turns its mission into new customer relationships"; works on Boost Money, BoostCash, mobile banking "and new AI initiatives"; "how customers discover us, sign up, and come back"; projects "like onboarding and eligibility, offer presentation, subscription conversion, and direct deposit switching"; "Make eligibility, fees, and repayment clear the first time. Our best-performing designs are the ones customers don't have to call support about." Measured on "activation, conversion, and retention".Source
• Your websiteHomepage: title "Upgrade - Personal Loans, Cards and Rewards Checking", H1 "Get a personal loan up to $50,000 with a low, fixed rate", a rate-check form whose loan-purpose menu offers Pay off Credit Cards, Debt Consolidation, Business, Home Improvement, Large Purchase and Other, "Checking your rate is free and won't impact your credit score", and the figures "8M+ Customers", "$50B+ Borrowed", "50K+ Reviews".Source

Add four pages on the existing template with the monthly payment example, typical uses at that size and the rate check, and link them from the loan-amounts hub and the calculator.

Amount searches are high intent and the template already exists, so this is cheap reach for larger funded loans.

• Thin pages

  Give each a distinct example and uses.

• Your websiteSitemap (321 URLs, October 21, 2026): 142 Credit Health pages, 55 press pages, 26 personal-loan pages. Purpose pages cover credit card refinancing, debt consolidation, home improvement (kitchen, bathroom, pool, furniture, moving), major purchases (vacation, wedding, special occasions) and unexpected expenses (car repairs, funeral, home repairs); loan-amount pages exist for $1,000, $5,000, $10,000, $15,000, $20,000 and $50,000 only. There is no page for secured loans, the homeowner discount, joint applications or business use (/personal-loans/small-business/ returns 404); secured loans appear only in a blog post, "secured-vs-unsecured-loans".Source
• Your websitePersonal loans page FAQ, "Is there a way to lower my APR?": savings for customers who "Set up autopay", "Use all or part of their loan to pay off existing debt", "Use their car as collateral for a secured loan", or "Own a home and secure their loan with built-in fixtures like ceiling fans, bookshelves, and light fixtures" ("unlike a home equity loan or HELOC, your home will not be used as collateral, your rate will be fixed, and there's no home inspection or additional paperwork"). The page hero only says "low, fixed rates". APRs 7.74%-35.99%, terms 24 to 84 months; "Joint applications may not be available for all personal loan offers."Source
• HiringDirector, Product Management - Personal Loans Growth and Principal Product Manager - Personal Loans Growth (San Francisco or Wilmington, posted September 14, 2026): "drive the next phase of growth for our Personal Loans business" across "acquisition and conversion to new loan programs, partnerships, market expansion, and deeper relationships with existing customers"; "grow funded volume, expand our addressable market, improve economics, and increase customer lifetime value"; prioritize "new loan programs, customer segments, credit capabilities, distribution partnerships, and conversion improvements"; "develop partner-specific experiences".Source

Publish a page on using a personal loan for business costs: who it suits (sole traders, early-stage businesses), amounts, how it differs from a business loan, documents needed, and the rate check with the purpose preselected.

It serves a segment Upgrade already accepts, which fits the growth brief to "expand our addressable market".

• Higher risk segment

  Let Credit set eligibility before promotion.

• Your websiteHomepage: title "Upgrade - Personal Loans, Cards and Rewards Checking", H1 "Get a personal loan up to $50,000 with a low, fixed rate", a rate-check form whose loan-purpose menu offers Pay off Credit Cards, Debt Consolidation, Business, Home Improvement, Large Purchase and Other, "Checking your rate is free and won't impact your credit score", and the figures "8M+ Customers", "$50B+ Borrowed", "50K+ Reviews".Source
• Your websiteSitemap (321 URLs, October 21, 2026): 142 Credit Health pages, 55 press pages, 26 personal-loan pages. Purpose pages cover credit card refinancing, debt consolidation, home improvement (kitchen, bathroom, pool, furniture, moving), major purchases (vacation, wedding, special occasions) and unexpected expenses (car repairs, funeral, home repairs); loan-amount pages exist for $1,000, $5,000, $10,000, $15,000, $20,000 and $50,000 only. There is no page for secured loans, the homeowner discount, joint applications or business use (/personal-loans/small-business/ returns 404); secured loans appear only in a blog post, "secured-vs-unsecured-loans".Source
• HiringDirector, Product Management - Personal Loans Growth and Principal Product Manager - Personal Loans Growth (San Francisco or Wilmington, posted September 14, 2026): "drive the next phase of growth for our Personal Loans business" across "acquisition and conversion to new loan programs, partnerships, market expansion, and deeper relationships with existing customers"; "grow funded volume, expand our addressable market, improve economics, and increase customer lifetime value"; prioritize "new loan programs, customer segments, credit capabilities, distribution partnerships, and conversion improvements"; "develop partner-specific experiences".Source

Set one source for the headline figures, update the homepage, credit union page, careers boilerplate and press boilerplate each quarter, and date the figure.

Up-to-date scale is the cheapest trust signal for a lender.

• Numbers need approval

  Use the figures already in the press release.

• Your websiteHomepage: title "Upgrade - Personal Loans, Cards and Rewards Checking", H1 "Get a personal loan up to $50,000 with a low, fixed rate", a rate-check form whose loan-purpose menu offers Pay off Credit Cards, Debt Consolidation, Business, Home Improvement, Large Purchase and Other, "Checking your rate is free and won't impact your credit score", and the figures "8M+ Customers", "$50B+ Borrowed", "50K+ Reviews".Source
• Press releaseOctober 12, 2026: Upgrade applied to establish Upgrade Bank, a proposed Nevada-chartered industrial loan bank, and says it "has delivered over $53 billion in credit to more than 8.5 million customers".Source
• HiringUpgrade's description in its job posts: "Since 2017, we've helped over 7.5 million customers access over $42 billion in consumer credit"; "most recently valued at $7.3B".Source

Add four trade pages with typical project sizes, a payment example, a quote from a contractor in that trade, and the enrollment form. Use them as the landing page for each trade's outbound sequence.

A contractor converts faster when the page speaks their trade, and the AE gets a link for every call.

• Large-ticket trades exceed the sweet spot

  Show the up to $100k ceiling and typical sizes.

• Your websiteContractor site: "Financing designed for residential contractors" for "projects that average < $25K", consumer loans "up to $100k", "Pre-screen your customers before you meet them" with just "their name and address". Trade pages exist for roofing, pools, HVAC, windows and doors and bathrooms; there are four contractor case studies and event pages (International Roofing Expo, a February 2026 webinar). No pages for siding, kitchen remodeling, plumbing or flooring contractors.Source
• Press memoAugust 21, 2025: Upgrade Home Improvement passed $2 billion in loans originated, "windows being the most popular, followed by roofing, kitchen remodels, bathroom upgrades, HVAC systems"; "most credit decisions made in under a minute"; launched in 2022.Source
• HiringHome Improvement hiring: an Account Executive for a "ground-floor" team that will "own new merchant and contractor acquisition" with outbound prospecting to contractors "across North America" and "refine messaging"; a Sales Enablement Specialist for the Home Improvement sales team; a Senior Product Manager owning "conversion funnel optimization" and "merchant retention"; and a Partner Integrations Lead for "API integrations across the entire loan application and origination lifecycle".Source

Find the pages with the worst field layout shift in Search Console's Core Web Vitals report, fix the top templates (reserve space for banners and late content), cut the scripts blocking taps on /personal-loans/, and load the consent banner without delaying the page.

Steadier, faster pages lift rate-check starts, especially on mobile where most applicants arrive.

• Tag changes break tracking

  Test analytics after each change.

• Google PageSpeed / Chrome UX ReportReal mobile visitors (Chrome UX Report, October 21, 2026): the homepage passes on load (largest contentful paint 2.0 s) with layout shift 0.11 and interaction 102 ms; /personal-loans/ has interaction to next paint of 286 ms ("needs improvement"; good is under 200 ms) and LCP 2.6 s. Across the whole site, mobile layout shift is 0.69 and desktop 0.32 (poor; good is 0.1 or less), while the main loan pages measure 0.10, so the shifting happens on other pages. In the mobile lab test the score is 33, total blocking time 1,790 ms, and the cookie consent banner is the largest element painted.Source
• HiringSenior Product Designer, Growth (posted September 17, 2026): "Growth is where Upgrade turns its mission into new customer relationships"; works on Boost Money, BoostCash, mobile banking "and new AI initiatives"; "how customers discover us, sign up, and come back"; projects "like onboarding and eligibility, offer presentation, subscription conversion, and direct deposit switching"; "Make eligibility, fees, and repayment clear the first time. Our best-performing designs are the ones customers don't have to call support about." Measured on "activation, conversion, and retention".Source
• HiringDirector, Product Management - Personal Loans Growth and Principal Product Manager - Personal Loans Growth (San Francisco or Wilmington, posted September 14, 2026): "drive the next phase of growth for our Personal Loans business" across "acquisition and conversion to new loan programs, partnerships, market expansion, and deeper relationships with existing customers"; "grow funded volume, expand our addressable market, improve economics, and increase customer lifetime value"; prioritize "new loan programs, customer segments, credit capabilities, distribution partnerships, and conversion improvements"; "develop partner-specific experiences".Source

Publish a joint personal loan page (who can apply, what each person owes, how it can improve the offer) and test offering "add a co-borrower" to applicants who would otherwise get no offer or a high APR.

A second income can turn a decline into a responsible approval, which grows funded volume without loosening credit.

• Pressure on co-borrowers

  Explain obligations plainly and require both to consent.

• Your websitePersonal loans page FAQ, "Is there a way to lower my APR?": savings for customers who "Set up autopay", "Use all or part of their loan to pay off existing debt", "Use their car as collateral for a secured loan", or "Own a home and secure their loan with built-in fixtures like ceiling fans, bookshelves, and light fixtures" ("unlike a home equity loan or HELOC, your home will not be used as collateral, your rate will be fixed, and there's no home inspection or additional paperwork"). The page hero only says "low, fixed rates". APRs 7.74%-35.99%, terms 24 to 84 months; "Joint applications may not be available for all personal loan offers."Source
• Your websiteSitemap (321 URLs, October 21, 2026): 142 Credit Health pages, 55 press pages, 26 personal-loan pages. Purpose pages cover credit card refinancing, debt consolidation, home improvement (kitchen, bathroom, pool, furniture, moving), major purchases (vacation, wedding, special occasions) and unexpected expenses (car repairs, funeral, home repairs); loan-amount pages exist for $1,000, $5,000, $10,000, $15,000, $20,000 and $50,000 only. There is no page for secured loans, the homeowner discount, joint applications or business use (/personal-loans/small-business/ returns 404); secured loans appear only in a blog post, "secured-vs-unsecured-loans".Source
• HiringDirector, Product Management - Personal Loans Growth and Principal Product Manager - Personal Loans Growth (San Francisco or Wilmington, posted September 14, 2026): "drive the next phase of growth for our Personal Loans business" across "acquisition and conversion to new loan programs, partnerships, market expansion, and deeper relationships with existing customers"; "grow funded volume, expand our addressable market, improve economics, and increase customer lifetime value"; prioritize "new loan programs, customer segments, credit capabilities, distribution partnerships, and conversion improvements"; "develop partner-specific experiences".Source

Package the integration (APIs, prefilled applications, co-branded offers, reporting) as a program for neobanks, payroll apps, credit unions and retailers, with a partner page, a revenue model and a target list of 30.

Embedded offers reach borrowers inside apps they already trust, at lower acquisition cost.

• Partner data quality

  Verify prefilled data in the same fraud checks.

• Press memoJuly 20, 2026: "OnePay Personal Loans powered by Upgrade" lets OnePay customers apply, accept and repay "all within the OnePay app", $1,000 to $50,000, using "information customers have already shared with OnePay" to reduce data entry. The Brand Partners page lists OnePay; the credit union page cites "over 200 financial institution partners".Source
• HiringDirector, Product Management - Personal Loans Growth and Principal Product Manager - Personal Loans Growth (San Francisco or Wilmington, posted September 14, 2026): "drive the next phase of growth for our Personal Loans business" across "acquisition and conversion to new loan programs, partnerships, market expansion, and deeper relationships with existing customers"; "grow funded volume, expand our addressable market, improve economics, and increase customer lifetime value"; prioritize "new loan programs, customer segments, credit capabilities, distribution partnerships, and conversion improvements"; "develop partner-specific experiences".Source
• HiringHome Improvement hiring: an Account Executive for a "ground-floor" team that will "own new merchant and contractor acquisition" with outbound prospecting to contractors "across North America" and "refine messaging"; a Sales Enablement Specialist for the Home Improvement sales team; a Senior Product Manager owning "conversion funnel optimization" and "merchant retention"; and a Partner Integrations Lead for "API integrations across the entire loan application and origination lifecycle".Source

Write five dated, sourced comparisons (APR range, fees, terms, funding speed, secured and joint options, credit needed), highlighting Upgrade's lower-rate options and fixtures discount where they apply.

Comparison searches come right before an application, and AI assistants quote clear tables.

• Rates change

  Show date checked and link to sources.

• Competitor researchRivals' own pages: SoFi personal loans "Voted Best Personal Loan for Excellent Credit of 2026 by NerdWallet"; LightStream loans "at low rates for those with good to excellent credit"; Best Egg, "Real people helping real people"; Upstart offers "personal loans, debt consolidation, short-term relief, Cash Line, and HELOC"; Avant offers personal loans and a credit card. Upgrade has guides comparing loan types but no pages comparing itself with these lenders.See the research Source
• Your websitePersonal loans page FAQ, "Is there a way to lower my APR?": savings for customers who "Set up autopay", "Use all or part of their loan to pay off existing debt", "Use their car as collateral for a secured loan", or "Own a home and secure their loan with built-in fixtures like ceiling fans, bookshelves, and light fixtures" ("unlike a home equity loan or HELOC, your home will not be used as collateral, your rate will be fixed, and there's no home inspection or additional paperwork"). The page hero only says "low, fixed rates". APRs 7.74%-35.99%, terms 24 to 84 months; "Joint applications may not be available for all personal loan offers."Source
• Your websiteSitemap (321 URLs, October 21, 2026): 142 Credit Health pages, 55 press pages, 26 personal-loan pages. Purpose pages cover credit card refinancing, debt consolidation, home improvement (kitchen, bathroom, pool, furniture, moving), major purchases (vacation, wedding, special occasions) and unexpected expenses (car repairs, funeral, home repairs); loan-amount pages exist for $1,000, $5,000, $10,000, $15,000, $20,000 and $50,000 only. There is no page for secured loans, the homeowner discount, joint applications or business use (/personal-loans/small-business/ returns 404); secured loans appear only in a blog post, "secured-vs-unsecured-loans".Source

Show pre-qualified loan offers in the app and dashboard to card holders carrying balances, checking customers with direct deposit and on-time Flex Pay borrowers, with a debt-payoff example using their own card balance.

Existing customers convert at lower cost and Upgrade already knows their history.

• Over-borrowing

  Target consolidation offers that lower total cost.

• Press releaseOctober 12, 2026: Upgrade applied to establish Upgrade Bank, a proposed Nevada-chartered industrial loan bank, and says it "has delivered over $53 billion in credit to more than 8.5 million customers".Source
• HiringDirector, Product Management - Personal Loans Growth and Principal Product Manager - Personal Loans Growth (San Francisco or Wilmington, posted September 14, 2026): "drive the next phase of growth for our Personal Loans business" across "acquisition and conversion to new loan programs, partnerships, market expansion, and deeper relationships with existing customers"; "grow funded volume, expand our addressable market, improve economics, and increase customer lifetime value"; prioritize "new loan programs, customer segments, credit capabilities, distribution partnerships, and conversion improvements"; "develop partner-specific experiences".Source
• Press memosFlex Pay partner announcements include WestJet, JetBlue Vacations, Princess Cruises, Expedia Group cruise bookings, Six Flags, Revolve and Furniture.com; Upgrade also launched a secured OneCard and Boost Money (cash advances, a $9.99/month Premium tier and a credit-builder card).Source

Apply the same rule to contractors: alert the AE after 60 days without a funded loan, run a short retraining, share the pre-screen tool again, and track first-loan time for new contractors.

Enrolled contractors who stop offering financing are the cheapest volume to win back.

• Seasonal trades look inactive

  Adjust windows by trade.

• HiringDealer Development Manager (Auto Finance, posted September 28, 2026): "Drive dealer sign-ups and first deals (activation)", "Re-engage inactive dealers (e.g., no deals in 90 days)"; a Senior Data Scientist for Flex Pay (BNPL) builds risk models and "marketing attribution"; Upgrade is also hiring for HELOC quality engineering and HELOC capital markets.Source
• HiringHome Improvement hiring: an Account Executive for a "ground-floor" team that will "own new merchant and contractor acquisition" with outbound prospecting to contractors "across North America" and "refine messaging"; a Sales Enablement Specialist for the Home Improvement sales team; a Senior Product Manager owning "conversion funnel optimization" and "merchant retention"; and a Partner Integrations Lead for "API integrations across the entire loan application and origination lifecycle".Source
• Your websiteContractor site: "Financing designed for residential contractors" for "projects that average < $25K", consumer loans "up to $100k", "Pre-screen your customers before you meet them" with just "their name and address". Trade pages exist for roofing, pools, HVAC, windows and doors and bathrooms; there are four contractor case studies and event pages (International Roofing Expo, a February 2026 webinar). No pages for siding, kitchen remodeling, plumbing or flooring contractors.Source

Write one case study per top trade (close rate before and after financing, average ticket, time to approval), with a short video, and add them to each trade page and outbound sequence.

Peer results in the same trade answer "will this work for a business like mine".

• Contractors share weak numbers

  Pick top performers and show ranges.

• Press memoAugust 21, 2025: Upgrade Home Improvement passed $2 billion in loans originated, "windows being the most popular, followed by roofing, kitchen remodels, bathroom upgrades, HVAC systems"; "most credit decisions made in under a minute"; launched in 2022.Source
• Your websiteContractor site: "Financing designed for residential contractors" for "projects that average < $25K", consumer loans "up to $100k", "Pre-screen your customers before you meet them" with just "their name and address". Trade pages exist for roofing, pools, HVAC, windows and doors and bathrooms; there are four contractor case studies and event pages (International Roofing Expo, a February 2026 webinar). No pages for siding, kitchen remodeling, plumbing or flooring contractors.Source
• HiringHome Improvement hiring: an Account Executive for a "ground-floor" team that will "own new merchant and contractor acquisition" with outbound prospecting to contractors "across North America" and "refine messaging"; a Sales Enablement Specialist for the Home Improvement sales team; a Senior Product Manager owning "conversion funnel optimization" and "merchant retention"; and a Partner Integrations Lead for "API integrations across the entire loan application and origination lifecycle".Source

Add pre-application journeys from approved FAQ content, hand off to the rate check with the right purpose, and track containment, accuracy and rate-check starts from chat.

Answering doubts at the moment of hesitation lifts starts, and the agent and its quality metrics already exist.

• Wrong answers on credit

  Use only approved answers and hand off on anything else.

• HiringAI Experience Engineer (Conversational AI, posted October 13, 2026) owns "Upgrade's customer-facing AI agent" on chat, voice and email, built in Sierra, turning servicing workflows "such as making a payment, checking loan details, updating an address or enabling autopay" into journeys across "Personal Loans, Card, BNPL, HELOC, Deposits"; metrics are "Containment, CSAT, transfer quality and hallucination rate".Source
• Your websitePersonal loans page FAQ, "Is there a way to lower my APR?": savings for customers who "Set up autopay", "Use all or part of their loan to pay off existing debt", "Use their car as collateral for a secured loan", or "Own a home and secure their loan with built-in fixtures like ceiling fans, bookshelves, and light fixtures" ("unlike a home equity loan or HELOC, your home will not be used as collateral, your rate will be fixed, and there's no home inspection or additional paperwork"). The page hero only says "low, fixed rates". APRs 7.74%-35.99%, terms 24 to 84 months; "Joint applications may not be available for all personal loan offers."Source
• HiringSenior Product Designer, Growth (posted September 17, 2026): "Growth is where Upgrade turns its mission into new customer relationships"; works on Boost Money, BoostCash, mobile banking "and new AI initiatives"; "how customers discover us, sign up, and come back"; projects "like onboarding and eligibility, offer presentation, subscription conversion, and direct deposit switching"; "Make eligibility, fees, and repayment clear the first time. Our best-performing designs are the ones customers don't have to call support about." Measured on "activation, conversion, and retention".Source

Show declined applicants a clear, compliant next step: free Credit Health monitoring, a credit-builder or secured card where eligible, and a reminder to re-check after progress. Track how many later qualify for a loan.

It turns a dead end into a relationship and builds the next year's pipeline.

• Feels like upselling

  Lead with free credit tools.

• Press memosFlex Pay partner announcements include WestJet, JetBlue Vacations, Princess Cruises, Expedia Group cruise bookings, Six Flags, Revolve and Furniture.com; Upgrade also launched a secured OneCard and Boost Money (cash advances, a $9.99/month Premium tier and a credit-builder card).Source
• HiringDirector, Product Management - Personal Loans Growth and Principal Product Manager - Personal Loans Growth (San Francisco or Wilmington, posted September 14, 2026): "drive the next phase of growth for our Personal Loans business" across "acquisition and conversion to new loan programs, partnerships, market expansion, and deeper relationships with existing customers"; "grow funded volume, expand our addressable market, improve economics, and increase customer lifetime value"; prioritize "new loan programs, customer segments, credit capabilities, distribution partnerships, and conversion improvements"; "develop partner-specific experiences".Source
• HiringSenior Product Designer, Growth (posted September 17, 2026): "Growth is where Upgrade turns its mission into new customer relationships"; works on Boost Money, BoostCash, mobile banking "and new AI initiatives"; "how customers discover us, sign up, and come back"; projects "like onboarding and eligibility, offer presentation, subscription conversion, and direct deposit switching"; "Make eligibility, fees, and repayment clear the first time. Our best-performing designs are the ones customers don't have to call support about." Measured on "activation, conversion, and retention".Source

Model which on-time Flex Pay borrowers are good personal loan candidates and invite them, with consent, to check their rate after their plan is paid off.

Repayment history on Upgrade's own book is a strong, cheap signal.

• Partner rules on marketing

  Check each merchant agreement first.

• Press memosFlex Pay partner announcements include WestJet, JetBlue Vacations, Princess Cruises, Expedia Group cruise bookings, Six Flags, Revolve and Furniture.com; Upgrade also launched a secured OneCard and Boost Money (cash advances, a $9.99/month Premium tier and a credit-builder card).Source
• HiringDealer Development Manager (Auto Finance, posted September 28, 2026): "Drive dealer sign-ups and first deals (activation)", "Re-engage inactive dealers (e.g., no deals in 90 days)"; a Senior Data Scientist for Flex Pay (BNPL) builds risk models and "marketing attribution"; Upgrade is also hiring for HELOC quality engineering and HELOC capital markets.Source
• HiringDirector, Product Management - Personal Loans Growth and Principal Product Manager - Personal Loans Growth (San Francisco or Wilmington, posted September 14, 2026): "drive the next phase of growth for our Personal Loans business" across "acquisition and conversion to new loan programs, partnerships, market expansion, and deeper relationships with existing customers"; "grow funded volume, expand our addressable market, improve economics, and increase customer lifetime value"; prioritize "new loan programs, customer segments, credit capabilities, distribution partnerships, and conversion improvements"; "develop partner-specific experiences".Source

Show purpose-specific help through the flow: for consolidation, direct payment to creditors and the saving; for home projects, the homeowner discount; for business, the documents needed; and a payment example matching the amount entered.

Relevant explanations reduce drop-off and support calls.

• Longer flow

  Keep help collapsible.

• Your websiteHomepage: title "Upgrade - Personal Loans, Cards and Rewards Checking", H1 "Get a personal loan up to $50,000 with a low, fixed rate", a rate-check form whose loan-purpose menu offers Pay off Credit Cards, Debt Consolidation, Business, Home Improvement, Large Purchase and Other, "Checking your rate is free and won't impact your credit score", and the figures "8M+ Customers", "$50B+ Borrowed", "50K+ Reviews".Source
• HiringSenior Product Designer, Growth (posted September 17, 2026): "Growth is where Upgrade turns its mission into new customer relationships"; works on Boost Money, BoostCash, mobile banking "and new AI initiatives"; "how customers discover us, sign up, and come back"; projects "like onboarding and eligibility, offer presentation, subscription conversion, and direct deposit switching"; "Make eligibility, fees, and repayment clear the first time. Our best-performing designs are the ones customers don't have to call support about." Measured on "activation, conversion, and retention".Source
• Your websitePersonal loans page FAQ, "Is there a way to lower my APR?": savings for customers who "Set up autopay", "Use all or part of their loan to pay off existing debt", "Use their car as collateral for a secured loan", or "Own a home and secure their loan with built-in fixtures like ceiling fans, bookshelves, and light fixtures" ("unlike a home equity loan or HELOC, your home will not be used as collateral, your rate will be fixed, and there's no home inspection or additional paperwork"). The page hero only says "low, fixed rates". APRs 7.74%-35.99%, terms 24 to 84 months; "Joint applications may not be available for all personal loan offers."Source

Build one homeowner section: personal loan, fixtures-secured loan and home equity options compared by speed, cost, collateral and paperwork, with a guide to choose, and route each homeowner to the product that fits.

Homeowners are lower-risk and borrow more; owning the "how should I borrow against my home" question captures them before rivals.

• Products not yet available everywhere

  Show availability by state.

• Your websitePersonal loans page FAQ, "Is there a way to lower my APR?": savings for customers who "Set up autopay", "Use all or part of their loan to pay off existing debt", "Use their car as collateral for a secured loan", or "Own a home and secure their loan with built-in fixtures like ceiling fans, bookshelves, and light fixtures" ("unlike a home equity loan or HELOC, your home will not be used as collateral, your rate will be fixed, and there's no home inspection or additional paperwork"). The page hero only says "low, fixed rates". APRs 7.74%-35.99%, terms 24 to 84 months; "Joint applications may not be available for all personal loan offers."Source
• HiringAI Experience Engineer (Conversational AI, posted October 13, 2026) owns "Upgrade's customer-facing AI agent" on chat, voice and email, built in Sierra, turning servicing workflows "such as making a payment, checking loan details, updating an address or enabling autopay" into journeys across "Personal Loans, Card, BNPL, HELOC, Deposits"; metrics are "Containment, CSAT, transfer quality and hallucination rate".Source
• HiringDealer Development Manager (Auto Finance, posted September 28, 2026): "Drive dealer sign-ups and first deals (activation)", "Re-engage inactive dealers (e.g., no deals in 90 days)"; a Senior Data Scientist for Flex Pay (BNPL) builds risk models and "marketing attribution"; Upgrade is also hiring for HELOC quality engineering and HELOC capital markets.Source
• Competitor researchRivals' own pages: SoFi personal loans "Voted Best Personal Loan for Excellent Credit of 2026 by NerdWallet"; LightStream loans "at low rates for those with good to excellent credit"; Best Egg, "Real people helping real people"; Upstart offers "personal loans, debt consolidation, short-term relief, Cash Line, and HELOC"; Avant offers personal loans and a credit card. Upgrade has guides comparing loan types but no pages comparing itself with these lenders.See the research Source

Add or expand integrations with the main quoting and field-service platforms so a contractor can pre-screen and offer monthly payments from the quote, with joint marketing to each platform's users.

Being in the quote tool makes financing the default, and each platform is a channel to thousands of contractors.

• Platforms prefer their own lenders

  Offer better approval rates and revenue share.

• HiringHome Improvement hiring: an Account Executive for a "ground-floor" team that will "own new merchant and contractor acquisition" with outbound prospecting to contractors "across North America" and "refine messaging"; a Sales Enablement Specialist for the Home Improvement sales team; a Senior Product Manager owning "conversion funnel optimization" and "merchant retention"; and a Partner Integrations Lead for "API integrations across the entire loan application and origination lifecycle".Source
• Your websiteContractor site: "Financing designed for residential contractors" for "projects that average < $25K", consumer loans "up to $100k", "Pre-screen your customers before you meet them" with just "their name and address". Trade pages exist for roofing, pools, HVAC, windows and doors and bathrooms; there are four contractor case studies and event pages (International Roofing Expo, a February 2026 webinar). No pages for siding, kitchen remodeling, plumbing or flooring contractors.Source
• Press memoAugust 21, 2025: Upgrade Home Improvement passed $2 billion in loans originated, "windows being the most popular, followed by roofing, kitchen remodels, bathroom upgrades, HVAC systems"; "most credit decisions made in under a minute"; launched in 2022.Source

Publish an annual report: why people borrow, how consolidation changes monthly payments, what homeowners finance, regional trends, with aggregated and anonymized data, launched with press and on the Credit Health hub.

Original data earns press, links and AI citations, and supports the bank application narrative.

• Data sensitivity

  Aggregate and suppress small groups.

• Press releaseOctober 12, 2026: Upgrade applied to establish Upgrade Bank, a proposed Nevada-chartered industrial loan bank, and says it "has delivered over $53 billion in credit to more than 8.5 million customers".Source
• Your websiteSitemap (321 URLs, October 21, 2026): 142 Credit Health pages, 55 press pages, 26 personal-loan pages. Purpose pages cover credit card refinancing, debt consolidation, home improvement (kitchen, bathroom, pool, furniture, moving), major purchases (vacation, wedding, special occasions) and unexpected expenses (car repairs, funeral, home repairs); loan-amount pages exist for $1,000, $5,000, $10,000, $15,000, $20,000 and $50,000 only. There is no page for secured loans, the homeowner discount, joint applications or business use (/personal-loans/small-business/ returns 404); secured loans appear only in a blog post, "secured-vs-unsecured-loans".Source
• Press memoAugust 21, 2025: Upgrade Home Improvement passed $2 billion in loans originated, "windows being the most popular, followed by roofing, kitchen remodels, bathroom upgrades, HVAC systems"; "most credit decisions made in under a minute"; launched in 2022.Source

Translate the rate check, the top five purpose pages and the lower-rate page, staff Spanish support in the AI agent, and test Spanish search and social ads.

A large, under-served audience with less competition for the same searches.

• Disclosures must match

  Translate every required notice.

• Your websiteReviews: Upgrade "partners with Trustpilot to collect genuine reviews"; Boost Money pages cite "4.9 rating, 109K App Store and Google Play reviews for the Upgrade app". The site publishes /llms.txt; its first entries are the loan calculator, card pages, careers and an executive bio, and the sitemap and llms.txt both include a dealer form confirmation page (/auto-finance-dealer-submitted/). The site is English only in the US (French exists only for Canadian Flex Pay pages).Source
• HiringAI Experience Engineer (Conversational AI, posted October 13, 2026) owns "Upgrade's customer-facing AI agent" on chat, voice and email, built in Sierra, turning servicing workflows "such as making a payment, checking loan details, updating an address or enabling autopay" into journeys across "Personal Loans, Card, BNPL, HELOC, Deposits"; metrics are "Containment, CSAT, transfer quality and hallucination rate".Source
• Your websiteSitemap (321 URLs, October 21, 2026): 142 Credit Health pages, 55 press pages, 26 personal-loan pages. Purpose pages cover credit card refinancing, debt consolidation, home improvement (kitchen, bathroom, pool, furniture, moving), major purchases (vacation, wedding, special occasions) and unexpected expenses (car repairs, funeral, home repairs); loan-amount pages exist for $1,000, $5,000, $10,000, $15,000, $20,000 and $50,000 only. There is no page for secured loans, the homeowner discount, joint applications or business use (/personal-loans/small-business/ returns 404); secured loans appear only in a blog post, "secured-vs-unsecured-loans".Source

Rewrite llms.txt to lead with products, rate ranges, ways to lower the rate, eligibility and how to apply; remove confirmation pages and bios from the sitemap and llms.txt; review it each quarter.

A clear file shapes how assistants describe Upgrade when people ask where to borrow.

• Assistants ignore the file

  It costs little and also guides crawlers.

• Your websiteReviews: Upgrade "partners with Trustpilot to collect genuine reviews"; Boost Money pages cite "4.9 rating, 109K App Store and Google Play reviews for the Upgrade app". The site publishes /llms.txt; its first entries are the loan calculator, card pages, careers and an executive bio, and the sitemap and llms.txt both include a dealer form confirmation page (/auto-finance-dealer-submitted/). The site is English only in the US (French exists only for Canadian Flex Pay pages).Source
• Your websitePersonal loans page FAQ, "Is there a way to lower my APR?": savings for customers who "Set up autopay", "Use all or part of their loan to pay off existing debt", "Use their car as collateral for a secured loan", or "Own a home and secure their loan with built-in fixtures like ceiling fans, bookshelves, and light fixtures" ("unlike a home equity loan or HELOC, your home will not be used as collateral, your rate will be fixed, and there's no home inspection or additional paperwork"). The page hero only says "low, fixed rates". APRs 7.74%-35.99%, terms 24 to 84 months; "Joint applications may not be available for all personal loan offers."Source
• Your websiteSitemap (321 URLs, October 21, 2026): 142 Credit Health pages, 55 press pages, 26 personal-loan pages. Purpose pages cover credit card refinancing, debt consolidation, home improvement (kitchen, bathroom, pool, furniture, moving), major purchases (vacation, wedding, special occasions) and unexpected expenses (car repairs, funeral, home repairs); loan-amount pages exist for $1,000, $5,000, $10,000, $15,000, $20,000 and $50,000 only. There is no page for secured loans, the homeowner discount, joint applications or business use (/personal-loans/small-business/ returns 404); secured loans appear only in a blog post, "secured-vs-unsecured-loans".Source