Asset Direct of Canada Inc, was founded in 2015 in London, Ontario with the goal of providing consumers with choice and control in areas of loan and purchase financing. Asset Direct launched its loan financing brand, LoanConnect, Canada's first unsecured personal loan search engine, in April 2016. Since its launch, LoanConnect has maintained its position as Canada's leading unsecured personal loan search engine, and has grown to include more than 25 lenders and over 80 affiliate partners including market leading online properties.