SellFi Lets Sellers Set the APR and Keep the Interest. Its Own Page Says the Product Is Still Coming Soon.

SPONSORED CONTENT — SellFi is HL Hunt Financial’s seller-financing platform for businesses and individuals who want to let customers pay over time. The product page says a seller can enter the item, price, down payment, APR and term; SellFi then generates an amortization schedule, contract and buyer checkout link. The product is still waitlist-only and has not launched publicly.

The platform’s central promise is control. Sellers set the terms, collect payments by ACH, card or bank transfer, receive reminders when a payment is due, and track current, late and paid-off deals from a portfolio dashboard. HL Hunt says sellers keep 100% of the interest rather than sharing it with the platform, which charges a flat monthly subscription instead.

The public pricing page lists $29 per month for up to 10 active deals, $79 for up to 50 and custom Enterprise pricing for unlimited deals. Business and Enterprise features include late-fee automation, optional reporting to Equifax, Experian and TransUnion through Metro 2, collections integration, white-label access and an API. The page also says contracts include APR, finance-charge and total-of-payments disclosures under TILA.

The product page’s “no banking license needed” language should not be read as a universal exemption from state lending, servicing or seller-finance rules. The platform can generate documents and automate collection, but the seller still needs to understand the laws that apply to the transaction, the item being financed and the buyer’s location. HL Hunt’s own page says all figures are forward-looking estimates because SellFi has not launched, so its demo portfolio is illustrative rather than evidence of live customer performance.