Case Study: Zirtue increases conversions by 10% and prevents overdraft fees with Plaid

Zirtue brings structure and accountability to friendsand-family lending

Zirtue is a digital platform that formalizes friends-and-family loans to help borrowers repay with dignity. The company faced a major hurdle: 83% of its transactions involve small- or medium-sized banks and credit unions that were hard to verify and connect, slowing onboarding. To solve this, Zirtue partnered with Plaid and implemented Plaid’s account authentication capabilities.

Plaid expanded Zirtue’s institution coverage—connecting to all 11,642 U.S. banks and credit unions via instant authentication, automated microdeposits, and same-day microdeposits—so nearly every user can link accounts. As a result of Plaid’s solution, Zirtue’s overall conversion rate rose 10% within six months and 65% of users have avoided overdraft fees thanks to real-time balance checks, improving onboarding and payment reliability.

Zirtue

Will Traweek

Data Analyst