Fifteen months ago, First Finance struck out in Detroit. The subprime lender found that competition was just too stiff.

But now the Bloomfield Hills, Mich.-based company is back with a vengeance. In fact, it's hell-bent on capturing 35% of the home equity market there-in the next two months.

Limited Time Offer

Save $400 off your subscription. Special offer ends April 30, 2017.

14-Day Free Trial

No credit card required. Complete access to articles, breaking news and industry data.