HL Hunt’s SellFi wants to turn any seller into a lender — but it hasn’t launched yet

The most important fact about HL Hunt’s SellFi belongs at the top, not buried in a footnote: it has not launched. The product page is a “Coming Soon” waitlist, and HL Hunt’s own disclaimer states plainly that “all figures presented are forward-looking estimates” reflecting “internal modeling of anticipated performance,” for a product the company “has not yet launched.” Everything below describes what SellFi is designed to do, not a service you can currently buy or a track record that exists.

The concept is seller financing — sometimes called owner financing — productized as software. Instead of a buyer getting a bank loan to purchase an item, the seller extends the credit directly and collects monthly payments with interest. SellFi’s pitch is to hand that capability to any seller: set the item, price, down payment, APR and term, and the platform generates an amortization schedule, a contract and a buyer checkout link. HL Hunt frames the appeal bluntly — “you’re the lender now,” and “you keep 100% of the interest,” with no bank in the middle.

The features described address the parts of lending that intimidate non-lenders. HL Hunt says the platform auto-generates a state-compliant financing agreement, a promissory note and a Truth-in-Lending (TILA) disclosure for each deal, complete with e-signature; collects payments automatically over ACH or card with reminders and failed-payment retries; applies late fees and escalation notices on default; and can hand delinquent accounts to HL Hunt’s separate AI debt-collection engine. Optionally, on-time payments can be reported to Equifax, Experian and TransUnion through HL Hunt’s Metro 2 integration — tying SellFi back into the credit-reporting products this publication has covered previously.

HL Hunt targets the product at watch and jewelry dealers, private auto sellers, real-estate owner-financing, electronics, equipment and service businesses — essentially any seller of big-ticket items who wants to widen their buyer pool by offering payments. Pricing is advertised as a flat monthly subscription rather than a cut of each deal: a Starter tier at $29 a month for up to 10 active deals, a Business tier at $79 for up to 50 with late-fee automation, bureau reporting and collections, and a custom Enterprise tier adding white-label and API access. Every tier is marked “Coming Soon.”

The idea addresses a real gap — seller financing is legally and administratively fiddly, and a tool that generates compliant paperwork and automates collection could lower the barrier meaningfully. But the caveats are substantial and worth stating for anyone considering the waitlist. Extending credit invests the seller with legal obligations that vary by state and product; whether SellFi’s auto-generated contracts and TILA disclosures actually satisfy the rules in a given jurisdiction is exactly the kind of claim that needs verification against a launched, tested product. HL Hunt carries an NMLS ID (# 2759282) and states it is a fintech company, not a bank.

For now, the honest summary is that SellFi is a well-articulated plan with a waitlist attached. The workflow HL Hunt describes is coherent and the pricing model — flat fee rather than a percentage of financed volume — is seller-friendly on its face. But there are no independently verified deals, no live pricing, and no performance data, because the product isn’t out. Prospective users should treat the projections as marketing for an unreleased service and revisit once it actually launches and its contracts can be reviewed by a lawyer in their state.