I disagree with your statement that they are not at all different from a payday loan service.

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.