Watercress Financial specializes in home improvement financing, offering payment and financing products to contractors and homeowners. Their services include low-interest loan options, full loan transparency, and a top-tier contractor network. The target audience is homeowners and home improvement professionals. The unique selling proposition is providing flexible, transparent financing solutions with no prepayment penalties, allowing homeowners to manage projects without high-interest debt, while supporting contractors in growing their businesses. This approach emphasizes mutual success for all parties involved[2][3][5].