The current economic crises threatening to tighten consumer credit will force consumers, analysts and lawmakers to embrace the no-obligation rent-to-own transaction in the American marketplace.

For 20 years the rent-to-own industry, through APRO its national trade association, has worked to promote the advances rent-to-own has made in its pricing structure, products and flexible transaction. Now the economic instability will provide the rent-to-own industry the opportunity to promote its debt-free consumer transaction out of market need.

"The rent-to-own transaction makes more sense in financial times like these," says Dr. Michael H. Anderson, associate professor of finance at UMASS at Dartmouth. "Rent to own agreements can offer the financial bridge consumers need during these times when consumer credit will be adversely affected."

Anderson also notes that alternative financial institutions will become a much bigger factor in the economy and the market. "A smart financial analyst is going to understand that alternative financial institutions such as rent-to-own will become a much more viable consumer option and should be looked at more closely in the market and from the investment community."

The $6.8-billion rent-to-own industry has steadily grown in the past three decades, serving a consumer niche with a flexible transaction that the customer controls at every step. If a consumer can no longer make the payments, then the product is returned at no penalty to the customer. The customer can re-instate his or her payments within a certain period typically governed by state laws, but most companies offer a "lifetime reinstatement" option. Because of rent to own contract flexible transactions, its improved pricing and professionalism, the rent-to-own customer base has grown by 300,000 customers in the past two years - during good economic conditions - and expects to grow even more with the recent financial crises and tightening of credit.