Abstract: A credit request referral service implements a method of processing borrower initiated electronic credit requests from potential borrowers on behalf of a network of lenders and lender affiliates communicating via a communications network. The method includes receiving a borrower initiated credit request, having lender identification data unique to a lender, on a credit referral computing device via a communications network from a borrower using a computing device and retrieving essential lender information for the lender from a database based on the lender identification data. The method further includes generating a borrower data input interface customized with preferences of the lender and displaying the essential lender information, producing a credit analysis report based on borrower data received from the borrower via the borrower data input interface, and providing notification of the borrower initiated credit request to the lender.