In the quest to ensure a smooth running of activities in the finance industry, David Zalik formed GreenSky in the year 2006. He intended to make a company that would render credit services to the general public without exploiting them. This was after observing the way the financial institutions in the sector exploited the loan consumers by offering them extortionate rates that left them in a more financially unstable position than they were before borrowing. The other reason that persuaded David Zalik into the establishment of GreenSky was the fact that the process of loan application had been so long that the customers of the credit services spend more than a week waiting for their loans to be approved.
After keen observation of these issues, Zalik decided that he would do business in an unusual way so that he could get different results from the existing ones. The first notable thing that he implemented in GreenSky was to make the company a wholesale credit service provider. This meant that instead of trying to reach the target customers, the organization would rely on the smaller financial lenders, contractors, and the wholesale merchants, who would wish to provide their services to their clients on credit terms but lacked the capacity. GreenSky would act as an assurance to these merchants and small creditors so that they could maintain their clients through the provision of the credit services while at the same time, GreenSky benefits from the wide market of the firms.
One thing that has led to the flourishing of GreenSky is the strategy that the company’s CEO uses to market their services. Instead of using the media for promotion and advertisements like the other companies prefer, Zalik and his team of employees focus on building relationships with the stakeholder of the target organizations. This makes it easier for GreenSky to engage in viable contracts with the firms and as a result, benefit mutually. GreenSky has tremendously benefited from this initiative because it has been able to transfer its credit risk to the smaller firms while at the same time, it leverages the broader credit markets of the merchants.