A crop of new lenders is jumping into the subprime personal-loan market, wooing consumers with flawed credit. Among these firms is FreedomPlus, a lender which targets people with credit scores between 600 and 700. It offers loans up to $35,000, to be repaid over two to five years at rates ranging from 7.49% to 36%. Randy Green, a U.S. Air Force paramedic benefitted from the service. He lacked a long credit record, making it difficult to get a personal loan. So he borrowed on credit cards, paying interest rates upward of 20%. FreedomPlus stepped in with more favorable terms, lending $4,000 to be repaid over three years at an annual rate of 18%. "We see the term ["subprime"] as derogatory," said FreedomPlus President Joseph Toms said. Instead, he calls the market "emerging prime."