Zirtue is an app that digitizes friends-and-family lending on a simple online platform, providing structure and accountability to borrowers and lenders alike. The company's user base has grown significantly over the last year, with 60% month-over-month growth. Many users, who may be struggling with credit card debt or lack access to traditional forms of credit, find Zirtue valuable for its ability to allow them to borrow from people they know and trust. However, a key challenge was that many transactions involved smaller banks and credit unions, which can be difficult to access. To address this issue, Zirtue partnered with Plaid, a company that connects to all 11,642 American banks and credit unions, resulting in a significant increase in conversion rates to nearly every potential borrower and lender.