What makes DLP different is its control of capital. Unlike competitors who act as a middle-man between borrowers and institutional money, DLP has full discretion over how and to whom it lends. However, translating such a nebulous idea into an ad felt clunky. Instead, I honed in on one of the biggest advantages of capital control: the ability to close quickly—sometimes in as few as five days. I equated the borrower’s journey to a race, where crossing the finish line first makes the premium price point worthwhile.