Borro.com is an alternative finance provider in the "online pawnbroking" space. Started in late 2008, it has seen tremendous growth in loans during the recession. As with any lending operation, the most eager customers are not necessarily the best ones to lend to. It is easy to acquire cheap finance loans online, but Borro.com's customers need to furnish real collateral such as jewellery, watches, cars, etc. for Borro to lend against. Also, a significant number of customers apply for a loan by telephone, making traditional search engine marketing difficult to measure.