ArroFi

Arro (legal name ArroFi Inc.) is a Los Angeles-area financial technology company whose products help consumers with poor, thin or no credit history access mainstream credit. Its core product, the Arro Card, is an unsecured credit card issued by Community Federal Savings Bank under license by Mastercard International. Applicants are approved without a hard credit check and without a security deposit; credit lines start at up to $300 and can grow to a maximum of $2,500, with a starting APR of 24.99%, annual membership of up to $60, and 1% cash back on gas and groceries. Payment history is reported to Experian and Equifax.

Alongside the card, Arro offers a mobile app with bite-sized credit and personal-finance lessons, progress tracking, and credit-limit increases unlocked by completing in-app learning activities — a gamified approach to financial literacy. In 2024 the company introduced Artie, an AI-driven "FinConcierge"/money coach that answers users' finance questions and delivers personalized credit-building guidance. A separate Arro Credit Builder product provides a credit builder line of credit through Cross River Bank. App features and lessons are available for free to users who do not hold the card.

The company was founded in 2021 and is led by founder and CEO Ryan Duitch, with Luke Pelullo listed as co-founder. It reported roughly 20 employees and 2023 revenue of about $80,800 against a net loss of about $3.36 million.

Founding story

The company was founded in 2021 in Los Angeles by Ryan Duitch, who serves as founder and CEO, with Luke Pelullo as co-founder, around the premise of using behavioral science and gamified financial education to extend mainstream credit to people with poor or limited credit histories.

Business model

Arro monetizes a consumer credit product: an unsecured credit card carrying an annual membership fee of up to $60 and a starting APR of 24.99%, issued through partner bank Community Federal Savings Bank on the Mastercard network, plus a credit builder line of credit provided by Cross River Bank. Interest, membership fees and card interchange are the underlying revenue sources; the accompanying app, lessons and Artie AI coach are offered free and function as acquisition and engagement layers that also gate credit-limit increases.

Fee- and interest-bearing consumer credit: annual membership of up to $60 per cardholder and a starting APR of 24.99% on revolving balances, with a 1% cash back rewards program on gas and groceries. Reported revenue was $80,793 in 2023, up from $0 in 2022.

Traction

Members have collectively earned more than $5 million in credit according to the company's website. Reported revenue of $80,793 in 2023 (from zero in 2022) with a net loss of $3,357,404 and about 20 employees. The app launched across major app store platforms in September 2023 and the Artie AI coach followed in May 2024.

Latest developments

The company's press page lists coverage through November 2025, including items on credit-building products and unsecured cards for consumers with bad credit. In 2025 it completed a Plug and Play inclusive fintech accelerator, appeared at CardCon 2025, and closed a Regulation CF offering on Wefunder in June 2025. The product line has expanded beyond the Arro Card to include the Arro Credit Builder line of credit issued by Cross River Bank.