Life is a lot of things — short, beautiful, a highway — but it’s also incredibly expensive. Millions of Americans are working paycheck to paycheck to keep their homes running and families thriving, all while managing considerable financial commitments such as student loans, mortgages and credit card debt.

In a pinch, it’s increasingly tempting to finance a purchase on credit and “figure it out later.” This is especially evident for larger expenses that pop up during life’s major events or seasons of high financial strain, like back-to-school or the holidays. Many alternative financial options — such as payday lenders and rent-to-own players — count on this instinct. They draw in strapped shoppers through the promise of easy, quick financing, all the while relying on the fees and interest they’ll rake in when consumers fail to pay on time.

Perpay, a fintech startup based in Center City, has a better idea. The team realized that they couldn’t instill healthy financial habits by treating people like numbers. They’d need to go deeper and take a holistic look at each consumer’s unique financial situation, then set up a personalized plan that was realistic and manageable.

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