Money: It Can’t Buy Love, But Can It Rent You a Best Friend?

a disgruntled looking french bulldog
Photo by A_Peach (CC BY 2.0)

Finding new money-making credit products: the American dream. In Bloomberg, Patrick Clark introduces us to Dusty Wunderlich (real name!), the man who’s trying to monetize man’s best friend by leasing out purebred dogs.

Wunderlich rents his apartment. He leases his car. He owns his horse. He’s drawn to the rugged individualism expressed in the novels of Ayn Rand and the blog Cowboy Ethics, but he hastens to argue that while he profits off high-cost lending, he’s also improving the lives of subprime borrowers. He is, he writes in a mission statement on his personal website, “living in a Postmodern culture while maintaining my old American West roots and Christian values.”

Wunderlich dreamed up Wags Lending in 2013, then used the pet-leasing business to launch an improbable collection of financing vehicles—writing leases against furniture, wedding dresses, hearing aids, and custom auto rims. In a little more than three years, his company has originated 66,000 leases for just over $100 million. He once worked out a plan to lease cattle to dairy farmers, though plummeting commodity prices soured the economics. (He got far enough to decide that if a cow gave birth during the terms of the lease, the lessee got to keep the calf.) In another idea that never reached the market, he explored lease financing for funerals.

“We like niches where we’re dealing with emotional borrowers,” Wunderlich said.

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