Short-term loan lenders have been criticized for their fees and aggressive marketing but in spite ofnegative attention in media we have a significant number of short-term loan lenders in Sweden. This study examines communicative strategies of short-term lenders online, focusing on verbal languageand pictures. The method is a combination of discoursetheory and semiotic theory. The empiricalmaterial consists of selected parts from five corporate websites. Words as “quickly and simple”permeates the entire material. It can almost be regarded as a corporate trademark and business concept.The concept of "quick and simple" includes a radical approach to credit assessment and credit historywhich is also used to position themselves against traditional banks. Customers are portrayed asunlucky figures with urgent bills and a salary that is not enough. It is emphasized that the loan is smalland therefore should not be linked with security, credit review by the UC or non-payment records.Loan application is a rapid process in three steps which are completed within minutes. The customer isoffered to assume certain identities which includes positions of disadvantage and innocence.A common denominator is responsibility, which the customer is disclaimed from. Possible conflictsoccurs when identities collide with each other, such as when the customer is encouraged to think twicebut as soon as possible hit the button of the colorful loan offer on the website's front page. Companiesstrives to maintain a certain "story" about themselves, the customers and the loans. Some signs areconnected and some excluded to create clarity in the discourse.

In this essay, we examine the new form of loan which is called “SMS-loans” which is in understanding terms – “text message loans”. This was established in Sweden in 2006. Income-loans are fast loans taken during a short period, usually up to 30 days. Costs which are additional to the loan are interest and fees. What distinguishes income loan from a regular bank loan is that it’s more accessible, fast and easy. We have investigated this phenomenon using qualitative studies in the form of interviews to get a deep understanding of how financial markets look at the new form of loan and how they make themselves available to it. Those interviewed for this survey are Banks, Debt collection companies, Income-loan companies & Enforcement service. Consumers have in this case not received a space where it has previously made inquiries from their perspective. We have used the theory of marketing mix 4 P’s and stakeholder model to investigate what the financial markets thinks about Income-loan industry in full perspective. What can be ascertained from the study is that Enforcement service and Collection Company has been much feedback on the income-loan companies. Banks do not so much on Income-loan companies as they consider their competitors. Most Banks we contacted were reluctant to comment on this, which may indicate that they do not want to be associated with Income-loans and this may be due to Income-loan companies have grown in the Swedish loan market.