Alexandria, VA — The Air Conditioning Contractors of America (ACCA) has partnered with Finturf, a contractor financing ecosystem, as a Platinum Strategic Partner focused on helping home service professionals close more jobs by giving customers flexible ways to pay.
Through this partnership, ACCA is announcing Maximus — a contractor financing tool built exclusively for ACCA members. Maximus is designed from the ground up around how HVAC businesses sell, market, and grow. The platform enables ACCA members to submit a single application that connects homeowners to the largest network of home improvement lenders in the country, right at the kitchen table.
Data from the 2025 Contractor of the Future Study conducted by ACCA and Farmington Consulting Group show that 68% of all HVAC contractors offer financing to their customers. More ACCA contractors offer financing compared to non-ACCA contractors, with 81% of ACCA contractors indicating they offer financing. Average close rates for all HVAC contractors increase from 38% when they don’t offer financing to 49% when they do offer financing.
On the Maximus platform, each application is routed through a network of financing partners using proprietary technology based on contractor-defined parameters, accommodating a wide range of credit profiles and financing structures. HVAC projects on Maximus see a 92%+ approval rate, with declines automatically rerouted seamlessly to the next available lender so contractors never lose a deal to a single rejection.
“We know that equipment costs are continuing to increase for a number of reasons,” said Barton James, ACCA president and CEO. “Maximus helps contractors give their customers more options so that cost doesn’t hold them back from getting what they need.”
The Maximus financing infrastructure is built to be woven into operations from day one. Onboarding includes guided setup, admin onboarding, dedicated sales training, and ongoing support. Designed to accelerate the sales process and integrate directly with how contractors market their business, the platform gives contractors the data to run their business better: tracking pull-through rates, lender approvals, and close performance across every sales channel.
“The majority of time, financing is an afterthought, something contractors reach for when a homeowner flinches at the price. They’ve never been taught how to sell with financing and it's costing them jobs every single week,” said Ed Torosyan, chief revenue officer at Finturf. “Through our partnership with ACCA, we're giving contractors the tech, the training, and the process to simplify the financing cycle. We built Maximus to help ACCA members fill their project pipeline, close bigger tickets, and stop leaving money on the table one homeowner at a time."
ACCA and Finturf are partnering to offer an educational webinar on Thursday, April 30 with practical tips on how contractors can use financing as a proactive sales tool, including how to normalize conversations around monthly payment options. Registration is free and open to both member and non-member contractors.
ACCA’s Strategic Partner Program brings together contractors and industry leaders committed to strengthening HVACR businesses and advancing the profession.
For more information about ACCA’s Strategic Partner Program and how partners support contractors, visit acca.org/partners.
Media inquiries:
Kate Wessels
VP of Communications, Marketing, and Partnerships
kate.wessels@acca.org
703-824-8864