The American Financial Services Association (AFSA) is a trade association for the U.S. consumer credit industry. It promotes safe, ethical lending and protects access to credit for consumers. AFSA members provide various credit options, including installment loans, vehicle financing, mortgages, and credit cards. The association offers policy advice, regulatory compliance guidance, and advocacy at federal and state levels. Its unique selling proposition is its comprehensive influence on consumer finance policy, ensuring affordable credit options while promoting responsible lending practices. The target audience includes consumers and financial service providers across the U.S. consumer credit sector.