Today there is a clear focus in the financial industry to provide intuitive, mobile-friendly, personalized offerings to consumers. Consumers expect banking to be as user-friendly as shopping or browsing your Facebook page. Finserv institutions, therefore, operate in a very dynamic environment with several new entrants and emerging technologies that are upending traditional growth areas and opening new and unexpected doors.More and more lifestyle platforms such as Facebook, Instagram, Pinterest and Twitter are experimenting with the “Buy” button. There is a significant trend toward payments embedded into user experience. Social media data is being increasingly leveraged for credit scoring. Lenddo is one example of a company at the forefront of this, monitoring interactions, connections, and activity on social networks.Consider the following path for a loan: a person needs a loan for a car or a bike. The non-bank lender comes up with a credit score based on behavioral data drawn from Facebook and other social media and then deposits the money on a pre-paid credit card.Presto: no bank required, and no banking history required, either.Before we know it, loans will be available on social media platforms to bid on.There is a growing trend of financial technology start-ups in emerging markets that use the one piece of infrastructure they can count on: mobile phones, and reduce expenses by going directly to the consumers for loans and deposits. Jumo, the microfinance unit of Cape Town-based AFB, analyses mobile usage to predict the likelihood of repaying the debt. The company builds a picture of its customers from thousands of data points in calling records, ranging from whom they have called to airtime and data purchases. The information it collects has helped Jumo increase lending to almost 1 million loans a month of less than $200 across eight African countries.The emergence of social payment applications have made transactions a lot simpler, all but eliminating the need for cash or traditional bank transfers and helping bridge cash gaps for many individuals. It’s not just individuals that can benefit from social payments, with businesses often simply paying a small fee to access the service on a commercial level.Automotive lender and servicer, Car Loans Inc saw a market opportunity to provide subprime borrowers with mobile access, payment plans and convenient cash payment options that was not currently offered.Cloud Lending Solutions partnered with PaySwag to offer the lender an attractive new channel for payment flexibility. With the deployment of PaySwag integrated with Cloud Lending, Car Loans Inc saw a 50 percent decrease in the amount of seriously delinquent loans. To date, more than $4 million in cash payments has been collected at retail stores in Car Loans Inc’s Nevada test region.Cloud Lending customers can now utilize a payment platform robust enough to provide mobile access to viewing, refinancing and the payment of loans via card, ACH or cash, along with PaySwag’s distinctive features of education, gamification and rewards. By joining forces and offering mobile payment options, PaySwag and Cloud Lending are able to provide alternative lenders the tools they need to not only manage a broader lending market, but also succeed in doing so.As modern financial alternatives emerge, innovation in the consumer lending space is accelerating. This partnership between PaySwag and Cloud Lending is an example of how technology enables the merger of payments into lifestyle to set the stage for more breakthroughs in consumer lending.