Self Financial’s approach to expanding credit access through product innovation with Julie Szudarek

Financial inclusion remains one of the most pressing challenges in today’s economy. Millions of Americans struggle to access basic financial services simply because they lack a credit history or have damaged credit. This gap in our financial system doesn’t just create inconvenience – it perpetuates cycles of financial inequity that can last generations. In my latest episode of Tearsheet, I sat down with Julie Szudarek, CEO of Self Financial, a company working at the forefront of this challenge. Julie took the helm at Self just over a year ago, bringing over 20 years of leadership experience from companies like Groupon and Atida. Though fintech is a new arena for her, Julie’s expertise in building customer-focused businesses is exactly what’s needed to tackle financial inclusion at scale. “I’ve never done fintech before,” Julie told me candidly. “But what I bring to the table is a deep understanding of how to build customer-focused businesses that are sustainable over time.” Her mission at Self aligns well with the broader movement toward more accessible financial services: “We are only here to make outcomes for our customers better than before they started working with Self.” The Big Ideas Decoupling Secured Credit Cards for Easier Access. “We decoupled the secured card so customers don’t need a credit builder account first. It’s about reducing barriers.” The Power of Low Deposit and No Credit Check. “Our deposit is $100, and for many, there’s no hard credit check. That makes it much less intimidating for people facing rejection.” Customer Education as a Core Focus. “About 65% of our customers say they had no financial education. So we focus on teaching them about interest, compounding, and managing credit.” Expanding Product Offerings to Keep Customers Engaged. “We were limited in what we offered. Now we’re focusing on products that meet customers where they are and help them keep growing financially.” Partnerships to Reach More Communities. “Regions Bank and Pathway Homes are some of our key partners — together, we’re helping more people build credit who might otherwise be left out.”