Trends · data through September 2026

Personal & Installment Loans in California

Iceflower tracks 65 stores from 40 personal & installment loans in California. Monte de Piedad grew fastest over the last year, ahead of USA Checks Cashed and Advance America.

Rankings come from real card and bank transactions across a panel of 130M+ US and EU consumers. We publish relative growth and rankings, never revenue figures. About the data

Tracked chains
40
Tracked stores
65
Consumer panel
130M+

Growth ranking

Fastest-growing tracked personal & installment loans

Ranked by year-over-year growth of share of tracked local spend. Arrows show movement in the rankings since last year. Each dot in the chart is one tracked chain: bigger market position to the right, faster growth higher up, more tracked stores in a bigger dot. Colors match the store map below. Monte de Piedad and USA Checks Cashed sit in the high-growth half.

# Chain YoY growth
RankChainRank movementYoY growth
1 M Monte de Piedad - -28.9%
2 U USA Checks Cashed - -53.0%
3 A Advance America logo Advance America ▲1 -64.6%
4 M Money Mart logo Money Mart ▼1 -79.4%
  • Monte de Piedad
  • Oportun
  • Guild Mortgage
  • USA Checks Cashed
  • Apoyo Financiero
  • PLS Check Cashers
  • Westlake Financial
  • Other tracked chains

Store footprint

Store map

65 tracked store locations in California. The 7 largest tracked chains are highlighted.

  • Monte de Piedad (5)
  • Oportun (3)
  • Guild Mortgage (1)
  • USA Checks Cashed (9)
  • Apoyo Financiero (2)
  • PLS Check Cashers (3)
  • Westlake Financial (1)
  • Other tracked chains

Top tracked chains by store count

  • 1 U USA Checks Cashed 9
  • 2 M Monte de Piedad 5
  • 3 O Oportun logo Oportun 3
  • 4 P PLS Check Cashers 3
  • 5 M Money Mart logo Money Mart 3
  • 6 P Payday Money Centers 3
  • 7 A Advance America logo Advance America 3
  • 8 O OneMain Financial logo OneMain Financial 2
  • 9 S SoFi logo SoFi 2
  • 10 A Apoyo Financiero 2
  • 11 A Aurora Park logo Aurora Park 1
  • 12 L Loan Centers of America 1
  • 13 B Brenda Wyatt 1
  • 14 C Coastal West Funding 1
  • 15 A American Family Funding 1
  • 16 B Black Diamond Holdings 1
  • 17 O Ontario Cash & Carry 1
  • 18 C Coastal 1
  • 19 S Sweet Homes 1
  • 20 L Landmark Loans 1
  • 21 C CMG Express Care 1
  • 22 F Fast Auto and Payday Loans, Inc. 1
  • 23 M Michael Encarnacion 1
  • 24 C Complete Lending 1
  • 25 S Santiago Financial 1
  • 26 W West Coast Cash 1
  • 27 C Cash Now California 1
  • 28 M Midland Credit Management 1
  • 29 P Prime Tax Inc 1
  • 30 K Klover 1
  • 31 A Avalon Quik Check 1
  • 32 W Willow Street 1
  • 33 C CashMax logo CashMax 1
  • 34 T The Check Cashing Place 1
  • 35 V Veros Credit logo Veros Credit 1
  • 36 L LendingClub logo LendingClub 1
  • 37 L Lobel Financial logo Lobel Financial 1
  • 38 U Uprova logo Uprova 1
  • 39 W Westlake Financial logo Westlake Financial 1
  • 40 G Guild Mortgage logo Guild Mortgage 1

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