 According to the Cambridge Centre for Alternative Finance (Entrenching Innovation Report), £3.55B was attributed to Peer to Peer alternative finance models, the largest growth area being property showing a rise of 88% from 2015 to 2016.The peer-to-peer lending industry in the US started in February 2006 with the launch of Prosper Marketplace, followed by Lending Club.Both Prosper and Lending Club are headquartered in San Francisco, California.