LendUp is nothing of the sort. They're not at all different from a Payday Loan service, they just have better PR. Don't be so naive that you can't see past that even as far as to look at the rates at which they are lending.
Payday loan services' model is to roll over debt so you can never escape needing them. LendUp pretty clearly has a program in place (their "Ladder") that tries to help people get access to cheaper loans once they prove themselves creditworthy. And LU seems to genuinely want their customers to get fluent in money-talk so they can build their credit.
I do see your point: from the outside, based entirely on the incontrovertible, objective facts (who they loan to, what rates they charge), they seem no different. However, I feel like their intention, their path, is one that will try to help people. It's the opposite of predatory, even if they do resemble their doppleganger mindset.
The TRUTH is "predatory payday loans" and "payday loans" are different. People NEED payday loans, and we need to stop lenders from praying on that need. Lendup is doing it so, so right. Proud of that team every day!
Good intent does not necessarily mean beneficence, but it should be noted when the owner's have good versus bad intent.
People don't need payday loans, they need actual help, help that doesn't leave them worse off in the long term.
The "Ladder" is an insult to the poor and to your intelligence. Poor people don't need loans at any rate, they need housing assistance, food stamps, and education/training to get better jobs. If you're giving an already poor person short-term income at a greater long-term cost, you aren't helping anyone but yourself. There isn't an ethical way to take money from the poor.