| History
Founded in 1997, Premium Wholesale Home & Leisure began as a small family-led venture and has since grown into one of Canada’s largest Master Spas hot tub dealers and wholesale distributors. Now operating out of a 15,000 square foot warehouse with multiple showrooms across Ontario, the company serves customers in Kitchener, Waterloo, Cambridge, Guelph, and beyond. Premium Wholesale has been an early adopter of home improvement financing and has partnered with Financeit for nearly its entire history – using flexible payment options to support steady sales growth and evolving customer expectations. |
The Challenge
Premium Wholesale’s long-standing sales process required customers to place a 30% deposit, which helped the company secure the materials prior to a project’s start. However, financing customers typically prefer low-to-no upfront costs, creating a natural mismatch between their expectations and the deposit structure. This added friction to the sales process made traditional financing harder to introduce confidently.
“When customers had to put money down, financing became something we could only introduce later in the conversation, not something we could lead with.” – Christian Ryan, President
How Financeit Helped
With the introduction of Financeit’s Multi-Stage Financing (MSF), Premium Wholesale no longer needed to rely on large customer deposits. Instead of upfront payments, MSF provides payouts at key project milestones, giving the team financial stability while offering customers a simpler, lower-pressure way to move ahead.
Removing the upfront cost had an impact on buyer behaviour – customers felt more comfortable committing to higher-value projects because they could spread their costs over time through low monthly payments. As a result, Premium Wholesale saw a 23% increase in average ticket size, and achieved a close rate of approximately 70%.
This shift also made it easier for the team to lead with financing. As MSF became part of their standard sales approach, financing activity grew – from roughly 10% of total sales to nearly 20% – and continues to rise as more customers choose flexible payment options.
“Being able to offer financing with no deposit plus a competitive interest rate has made a big difference for us. Customers are able to say yes faster, and we’ve definitely seen our numbers climb because of it.” – Christian Ryan, President
*Source: Premium Wholesale Home & Leisure sales closed from financing through Financeit.