Both Financeit and GreenSky were once part of Goldman Sachs. Both were divested when Goldman abandoned its Marcus retail-banking push. Neither continued as Goldman property past 2024. But the two platforms ended up in dramatically different places after their divestitures — and that divergence tells the whole story of where contractor financing actually went modern in 2026 and where it stayed stuck in the dealer-network architecture of 2006.
Goldman acquired GreenSky in September 2021 for approximately $1.73 billion, folding it into the Marcus consumer-lending platform. Three years later, Goldman sold GreenSky to a Sixth Street-led consortium (also including KKR, Bayview Asset Management, and CardWorks) for roughly $500 million — a ~$1.2 billion write-down that reflected three years of the business failing to hit the growth and margin targets Goldman paid for. The Sixth Street thesis since March 2024 has been clear: stabilize operations, run the 10,000+ merchant network for steady-state origination, don’t pay for innovation.
Goldman divested Financeit to InterVest Capital Partners in 2022 — the New York private-equity arm of Kuwait sovereign wealth fund Wafra Inc. (formerly Wafra Capital Partners). InterVest’s post-acquisition strategy has been the opposite of Sixth Street’s — aggressive product modernization. In 2023-2024, Financeit acquired Simply Group (including SNAP Home Finance and EcoHome Financial) to consolidate the Canadian market. In October 2025, Financeit partnered with Charge Solar (Canada’s largest solar distributor) to launch nationwide solar financing. Native integrations with Jobber, Housecall Pro, ServiceTitan, Sera, and Successware shipped through 2024-2025 via the Nexstar Network partnership ecosystem. A formal per-funded-loan partner program opened to trade associations, equipment distributors, and marketing agencies.
The result: Financeit rates 4.0/5 in our scoring; GreenSky rates 2.5/5. For contractors evaluating big-ticket financing fresh in 2026, Financeit wins on every meaningful modern operational dimension — FSM integrations, consumer sentiment, dealer fee transparency, enrollment friction, regulatory history, and partner program access. GreenSky’s remaining advantages are legacy: scale, existing dealer relationships, and the historical HVAC/solar dealer network already trained on the merchant-portal workflow. Both platforms technically handle the same loan range ($0-$100,000), so the comparison is entirely about operational architecture and customer experience rather than product capability.
This page walks through the Goldman-era context both products came from, the divergent post-divestment trajectories, the operational architecture difference (native integrations vs merchant portal), the real pricing math at three contractor volumes, why most big-ticket contractors layer Wisetack underneath either platform for small-ticket work, how GoHighLevel pairs with each, and the contractor-type matrix that gives you the right answer for your specific business profile.
The Goldman Era: Context Both Products Came From
Understanding where Financeit and GreenSky came from explains a lot about why they ended up where they are today.
Goldman’s Marcus consumer-banking strategy (2016-2022) was one of the most expensive failed pushes in modern banking history. Goldman built Marcus as a retail-banking brand aimed at consumers, acquired fintech platforms to power its expansion, and ultimately abandoned the strategy after hundreds of millions in losses. GreenSky and Financeit were both acquired as part of this expansion — GreenSky as the flagship home-improvement financing platform that would slot into Marcus’s consumer lending, Financeit as the Canadian point-of-sale lending addition.
What Goldman valued in GreenSky: scale, established dealer network, HVAC and solar industry embeddedness, Synovus Bank lending partnership (in place since 2015), and $9+ billion in annual loan originations. Goldman paid $1.73B for these assets, expecting to monetize through Marcus’s consumer-deposit base and cross-sell opportunities.
What Goldman valued in Financeit: Canadian market dominance, modern technology platform, 12,000+ merchant network, growing US expansion opportunity, and the operational efficiency of a pure-tech lending platform rather than GreenSky’s dealer-network architecture.
What went wrong in both cases: Goldman’s Marcus strategy required deep integration between consumer banking, credit cards, and the acquired lending platforms. That integration never fully materialized. The rate environment after 2021 compressed margins across all consumer lending. GreenSky specifically struggled to hit Goldman’s growth and margin targets — regulatory overhead from the 2021 CFPB enforcement, consumer sentiment issues dragging customer acquisition costs, and the decade-old dealer-network architecture requiring expensive modernization Goldman wasn’t going to fund.
What triggered the divestitures: Goldman’s strategic retreat from consumer banking. Both sales were essentially “portfolio cleanup” rather than forced distress sales — but the prices each received reflected what the next owner thought they could modernize (Financeit’s sale to InterVest for undisclosed terms, likely in the $200-400M range) versus what could be run for scale and stability (GreenSky’s sale to Sixth Street for ~$500M, a fraction of Goldman’s 2021 cost basis).
Where They Went After Divestment (2022-2026)
Here’s where the two products genuinely diverged — and where the modern-versus-legacy framing of this comparison gets its concrete meaning.
Financeit’s post-InterVest trajectory (2022-2026): aggressive modernization and market consolidation.
- 2022: InterVest acquires Financeit from Goldman; immediate investment in product and integration roadmap
- 2023-2024: Simply Group acquisition consolidates the Canadian POS financing market (Simply Group included SNAP Home Finance and EcoHome Financial — Financeit’s primary Canadian competitors before acquisition)
- 2024: Native integrations shipped with Jobber, Housecall Pro, ServiceTitan through Nexstar Network partnership ecosystem; native integrations with Sera and Successware (HVAC-specific FSM platforms) follow
- 2025: Formal per-funded-loan partner program launches for agencies, distributors, and trade networks; US market expansion continues state by state
- October 2025: Charge Solar partnership launches nationwide Canadian solar financing program through Canada’s largest solar distributor
- 2026: Trustpilot rating now 4.1/5 across 367+ reviews; 12,000+ merchant network; $5B+ loan applications processed; 331 employees across 6 continents
GreenSky’s post-Sixth Street trajectory (2024-2026): operational stability, limited product innovation.
- March 2024: Sixth Street consortium completes GreenSky acquisition from Goldman; Synovus Bank partnership extends as core lending relationship
- 2024: Focus on stabilizing the 10,000+ merchant network; no major platform updates announced
- 2025: $9B+ originated annually; dealer network remains invite-only enrollment-based; no native FSM integrations shipped
- 2026: Consumer ratings remain challenging (1.5/5 TrustPilot, 1.1/5 BBB, 1.7/5 Yelp, 2.1/5 Credit Karma); 2021 CFPB enforcement history continues to surface in consumer reviews; product architecture essentially unchanged from 2018-2021 Marcus-era state
The pattern summary: Financeit’s investors bet on modernizing a growth asset; GreenSky’s investors bet on stabilizing a scale asset. Both bets have been operationally successful for their respective ownership groups. The contractor evaluating both platforms in 2026 is really choosing between a modern platform actively shipping integration and product improvements and a legacy platform running for predictable cash flow.
Architecture: Modern Native Integrations vs Legacy Merchant Portal
The clearest operational difference between Financeit and GreenSky isn’t pricing or loan range — it’s how financing fits into your existing workflow.
Financeit’s architecture: native embedded integrations in the contractor CRMs contractors actually use. When a contractor runs Jobber, Housecall Pro, ServiceTitan, Sera, or Successware, Financeit’s integration attaches financing options directly to residential quotes inside those platforms. Customer applies inside the quote flow. Loan status syncs back to the CRM pipeline. The crew building the quote never leaves their primary tool. Approved merchant enrollment is self-serve via the CRM’s App Marketplace, typically 5-10 business days to live status.
GreenSky’s architecture: a separate merchant portal that sits outside the contractor’s CRM entirely. Enrollment is invite/approval-based — not self-serve, and not guaranteed to approve new contractors without existing dealer relationships. Once enrolled, the contractor runs all financing through GreenSky’s web-and-mobile merchant portal: send the application link manually, track loan status in GreenSky’s system (not the CRM pipeline), reconcile payment status separately from the CRM’s job completion records. The architecture is essentially unchanged from GreenSky’s 2006 founding era — a product built before modern contractor FSM platforms existed and never retrofitted for native integration after they arrived.
What this looks like operationally on a typical contractor job:
With Financeit (on Jobber, say): crew builds the quote in Jobber, financing options appear automatically in the qualifying range, customer taps to apply from their phone, soft-pull decision returns in under a minute, approved customer signs, job moves to “sold” in Jobber pipeline, contractor gets ACH payout 1-2 business days after marking complete in Jobber.
With GreenSky: crew builds the quote in Jobber (financing not attached), separately remembers to send the GreenSky application link via email or text, customer applies through GreenSky’s portal in a separate browser tab from the quote, approved customer signs in GreenSky’s system, contractor manually updates Jobber to reflect the financing status, reconciles payment timing between Jobber’s invoice record and GreenSky’s funding notification, gets paid 2 business days after GreenSky’s approval.
The operational cost of the workflow friction: contractors on GreenSky consistently report lower “percentage of quotes with financing offered” than contractors on native-integrated platforms — because crews forget to send the separate link, especially on busier days. Every missed financing offer is a quote that closes at cash-only rates instead of the 4.5x-larger financed ticket Wisetack’s and Financeit’s data both document.
Pricing: Quoted Per-Merchant vs Typical 7-15% Dealer Fees
Dealer fee structures are different, which means the cost math depends on what products you’re actually selling.
GreenSky’s dealer fees: 0.99% to 15% depending on the loan product offered, with typical mid-range around 7.4% and deep-discount deferred-interest promos running up to 26.6%. Standard-APR installment loans are on the low end (often 1-3%); 12-month 0% promos are mid-range (5-7%); 18-month 0% promos run 7-10%; 24-month 0% promos hit 10-12%+ and can push higher with deeper discounts.
Financeit’s dealer fees: quoted per merchant during onboarding and not publicly published. Expected ranges based on industry comparison: 2-5% on standard-APR installment loans, 5-9% on 12-18 month 0% APR promotional products, 8-12% on extended 24-month 0% APR promotions. Some 2025 Trustpilot-verified dealer reports flagged rising service charges that reduced profitability — negotiate rates explicitly before signing.
The practical pattern: Financeit is typically 2-4 percentage points cheaper than GreenSky on promotional products at equivalent terms. On standard-APR products, GreenSky’s low-end dealer fees can match or slightly beat Financeit’s. Since most contractors sell promotional products (they close better at the kitchen table), Financeit is usually cheaper in aggregate — but the specific numbers depend on your product mix.
Let’s run the math at three contractor volumes:
Year-One Cost at Three Big-Ticket Contractor Profiles
Financeit estimated 5-9% typical vs GreenSky typical 7-15% on promotional products
The pattern: Financeit saves 20-28% versus GreenSky at typical contractor volumes on promotional products. The specific dollar amount scales with volume — $700/year at $35K volume, $3,500/year at $100K, $5,000/year at $200K. On top of the direct cost savings, Financeit adds better consumer sentiment (4.1 vs 1.5 Trustpilot), native FSM integrations GreenSky doesn’t have, and a clean regulatory history GreenSky’s CFPB enforcement doesn’t match.
Integration Reality by Contractor Stack
How Each Fits Your Existing Workflow
Financeit native FSM integrations vs GreenSky portal-only architecture
For contractors running the modern GoHighLevel + Jobber stack specifically, Financeit’s integration chain keeps the marketing automation seamless. GreenSky’s portal-only architecture breaks the chain at the financing step — every missed automation is a quote that doesn’t convert to the financed ticket size contractors need to compete profitably.
Trade-by-Trade: Where Each Wins in 2026
Both platforms technically cover the same $0-$100K loan range, but specific trades favor one over the other based on integration fit and legacy network positioning:
Which Platform Wins By Trade
Based on typical ticket size, integration fit, and legacy dealer network positioning
The trade fit pattern: Financeit wins on every major trade where modern integration matters (solar, remodeling, most roofing, HVAC via Nexstar). GreenSky’s remaining trade-specific strengths are in legacy dealer networks where contractors are already embedded and switching costs are material.
The Wisetack Small-Ticket Layer Underneath Either Platform
Most big-ticket contractors running either Financeit or GreenSky also need a small-ticket financing layer for work under $25K. Wisetack fills this role regardless of which big-ticket platform you pick.
Why Wisetack underneath: Wisetack has the broadest native FSM integration footprint in the category (17+ platforms including Jobber, HCP, JobNimbus, ServiceTitan, FieldPulse, and many more), transparent 3.9% flat per-transaction pricing with no subscription, and 50-state US coverage. For jobs under $25K — HVAC service calls, plumbing repairs, electrical panel upgrades, painting, landscaping, storm-damage roofing — Wisetack is almost always cheaper and better-integrated than either Financeit or GreenSky.
The practical 2026 big-ticket contractor stack:
- Wisetack for all work $500-$25,000 (inside the CRM quote, native, 3.9% flat)
- Financeit OR GreenSky for $25K-$100K work (based on the decision factors in this comparison)
- Hearth for $100K+ work if your business includes whole-house remodels or elite-tier solar
Combined total cost typically under $3,000/year for mid-volume operations, covering the full ticket range without leaving revenue on the table. See the Wisetack vs Financeit comparison and Wisetack vs GreenSky comparison for the specific math on the Wisetack layering decision.
GoHighLevel as the Marketing Layer Above
For contractors building modern marketing + operations + financing stacks, GoHighLevel sits at the top — lead generation, AI Voice call answering, funnel builder, reputation management, post-job nurture automation. Neither Financeit nor GreenSky has a native GoHighLevel integration, but the practical path forward is dramatically different for each.
GoHighLevel + Jobber + Financeit: the modern integrated stack. GHL’s native Jobber integration (September 2025) plus Financeit’s native Jobber integration means the full flow works end-to-end without Zapier or custom code. AI Voice books the appointment into Jobber → Financeit fires in the Jobber quote → Jobber syncs completed jobs back to GoHighLevel → GHL runs post-job review and rebook nurture automatically.
GoHighLevel + GreenSky: a broken chain. No GHL integration, no Jobber integration, no native modern ecosystem fit. Contractors using both have to manually send GreenSky links from the GHL conversation inbox, and financing data never flows back to GHL for post-job automation. The GHL + GreenSky combo is operationally worse than GHL + almost any other financing platform.
For contractors running the GoHighLevel + Jobber stack specifically, this is the comparison where Financeit’s integration architecture advantage is most visible. Your entire marketing automation depends on the data flow; GreenSky breaks it at the financing step.
The Contractor-Type Matrix: Who Wins By Profile
The most practical way to close this comparison isn’t a single winner — it’s a matrix of which platform wins for which contractor profile:
Canadian contractor: Financeit. Period. GreenSky doesn’t operate in Canada. Financeit is the largest modern POS financing network in Canada (12,000+ merchants after the Simply Group acquisition), has nationwide Canadian solar coverage (October 2025 Charge Solar partnership), and operates under Canadian consumer-protection regulations from day one.
US contractor on Jobber, HCP, or ServiceTitan with $25K-$100K average tickets: Financeit. Native integration + modern workflow + better dealer fees on promotional products + clean regulatory history + better consumer sentiment (4.1 vs 1.5 Trustpilot). GreenSky’s remaining legacy dealer network relationships don’t outweigh the operational modernity gap.
US contractor on JobNimbus (roofing focus): Financeit for the integration layer, but layer Wisetack underneath for JobNimbus-native small-ticket work. Neither Financeit nor GreenSky integrates natively with JobNimbus; Wisetack does.
Enterprise HVAC dealer already on Sera or Successware: Financeit. Native Nexstar Network integrations with these platforms give in-quote financing that GreenSky’s custom API approach can’t match without dedicated IT resources.
Enterprise HVAC dealer already embedded in GreenSky merchant network with trained sales team: GreenSky, for now — the switching costs are real and the existing relationships have operational value. Plan a 12-24 month migration to Financeit as the better modern option once sales teams are retrained.
US contractor in a state Financeit hasn’t rolled out to yet: Neither platform is ideal — verify Financeit’s state availability first via partners@financeit.io. If your state is supported, Financeit wins. If not, consider Hearth for big-ticket work (it’s US-wide) or stick with GreenSky if your business model depends on its legacy network relationships.
Agency, distributor, or trade network driving referral volume: Financeit. GreenSky has no partner program. Financeit’s formal per-funded-loan commission structure is the only real affiliate-style option in the category.
Solar contractor: Financeit wins for modern workflow and the Charge Solar partnership. GreenSky still works for legacy solar dealers trained on the merchant-portal model. Dedicated solar lenders (Sunlight, Mosaic, Goodleap) often beat both on dedicated solar terms for fresh contractors.
Contractor whose brand depends on customer referrals and Google reviews: Financeit, because GreenSky’s 1.5/5 TrustPilot consumer rating and 2021 CFPB enforcement history represent real brand exposure you don’t want on every financed job. The deferred-interest complaint pattern documented in GreenSky reviews gets tied back to the contractor who sold the loan.
Contractor who wants to migrate off GreenSky: See our full switching guide in the Wisetack vs GreenSky comparison — the four-step process (apply day 1, run new platform on new quotes day 6, let existing GreenSky loans finish their lifecycle, close GreenSky account day 60-90) applies equally to migrating from GreenSky to Financeit.
The big picture for 2026: Two platforms, same Goldman parentage, diverged in opposite directions after divestment. One modernized. One stabilized. For contractors making fresh decisions in 2026, the modern choice is almost always the right one — integration architecture, consumer sentiment, regulatory history, and partner program access all compound over time in ways that tip the decision toward Financeit for every profile except already-embedded enterprise dealers. GreenSky’s scale is real and its operational stability under Sixth Street ownership makes it a fine choice for contractors who value the existing dealer network over the modern integration stack. But the narrative arc of the last four years — Goldman’s write-down, the divergent post-divestment trajectories, the operational gap that continues to widen each quarter — points unambiguously toward Financeit as the forward-looking choice.
Full write-ups: Financeit review, GreenSky review. For the complete modern big-ticket contractor stack context: Wisetack review, Hearth review, GoHighLevel review, Jobber review, and the GoHighLevel vs Jobber comparison. Related comparisons in this category: Wisetack vs Hearth, Wisetack vs GreenSky, Hearth vs GreenSky, Wisetack vs Financeit, Hearth vs Financeit.