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Consumer finance in the most basic sense of the word refers to any kind of lending to consumers.

Cera Finance House offers a range of products to the consumer, from personal loans to car loans and home loan in the uk

However, in the United States financial services industry, the term "consumer finance" often refers to a particular type of business, sub prime branch lending (that is lending to people with less than perfect credit). This branch of the financial services industry is more extensive in the United States than in some other countries, because the major banks in the U.S. are less willing to lend to people with marginal credit ratings than their counterparts in many other countries. Examples of these companies include American General Finance, Inc., Lendmark Financial Services, Inc.,

Cera Finance House Consumer Finance is based on the UK terms.

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