Picking out a new car can be a lot of fun. There’s the sheer kid-in-a-candy-store pleasure of selecting the make, model and colour; testing out cool technology; and luxuriating in that new car smell. But the process of actually paying for that sweet ride? Well, that’s a whole other story—and it’s a particularly unpleasant experience for those who have ever missed a payment, forgotten about a credit card or just never had the chance to build a credit history in the first place. For them, the act of securing financing is akin to an unscheduled colonoscopy, an experience that involves plenty of unpleasant poking and prodding, and almost never ends with a truly happy result.

Cody Green didn’t deliberately set out to change that when he took a sales job at a Hyundai dealership in West Edmonton. Fresh out of university, he intended to make a few bucks to support his musical aspirations, not to change how people purchased automobiles. But after a couple of years in the business (during which he relocated to Saskatoon), he realized there was a flaw in the prevailing sales paradigm, one that, as a natural problem solver, he couldn’t let go. Would-be car owners were too often choosing their dream vehicle only to find themselves ineligible for the financing needed to pay for it, an outcome that left everyone—dealer, consumer, financial institution—frustrated and inconvenienced. “For the customers who didn’t have perfect credit, that process was backwards and broken,” says Green.

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