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About us
Challenge That Debt was founded by Alfie Usher, a former British Army paratrooper who has spent the last decade building businesses that help ordinary people get a fair deal from financial companies. This site brings that same idea to people in the United States who are contacted by debt collectors.
Which state do you live in?
Time limits on debt and some collection rules depend on your state.
Who we are
Alfie served for around ten years in the Parachute Regiment, including two tours of Afghanistan. Before joining the Army, he started his working life in hospitality, as a concierge in London.
Leaving the Army opened his eyes to how differently financial companies treat people. As a soldier, he found that he and his colleagues were often classed as high-risk borrowers simply because of their job, and paid more for everyday loans, credit cards and insurance as a result. That experience shaped everything he has built since.
A decade of helping people get a fair deal
Since leaving the Army, Alfie has founded and co-founded several UK businesses in consumer finance:
- Forces Money (2014), co-founded with fellow paratrooper Gavin Cooper, which helps serving and former armed forces personnel reclaim tax they have overpaid.
- Forces Compare (2017), an insurance and finance comparison site built by ex-military people for the military community.
- Claims Bible (2021), which helps consumers make claims, including for unaffordable lending.
He also founded Fill Your Boots, a large online community for UK service personnel and veterans, and is a patron of the charity Helping Homeless Veterans UK. He has slept rough alongside other veterans to raise awareness of veteran homelessness.
Why we built this site
The common thread in all of that work is simple: when an individual faces a large financial company alone, the company usually holds the information, the paperwork and the time. A clear, well-made letter, sent at the right moment, can change that.
In the United States, federal law gives people a right to make a debt collector prove a debt, within strict time limits. Many people never use it, often because they do not know it exists, or because the information online is confusing, out of date or trying to sell them something. Challenge That Debt exists to make that right easy to use: a free check that tells you honestly whether a letter is likely to help, and a letter built from your own answers if it is.
How we work
- We start with a free check, and it can say no. If a letter is unlikely to help, or you need a lawyer rather than a letter, we say so before you spend anything.
- We cite our sources. Our guides and state pages link to the laws, regulators and official documents behind every important fact, and our changelog records every correction.
- Our documents have been reviewed by a licensed US attorney. The attorney asked not to be named. Their review covers our letter templates and state guides, not anyone's individual situation.
- We are independent. We have no connection with any debt collector, debt buyer or creditor named on this site.
- We keep very little about you. Your answers stay on your own device; see our privacy policy.
You can read exactly how a letter is put together on our how we make letters page.
What we are not
Challenge That Debt is not a law firm, and nothing on this site is legal advice. We provide general information and self-help documents prepared from your answers, and using the site does not create an attorney-client relationship. If you have been sued, or a lot of money is at stake, please talk to a licensed attorney in your state or your local legal aid office. Our full terms of use explain this in more detail.
The company behind the site
Challenge That Debt is operated by Smart Choice Claims Limited, a company registered in England and Wales (company number 13062399). Our registered office is Wellfield House, Park House Lane, Keynsham, Bristol, BS31 2SG, United Kingdom.
We are a UK company serving US consumers. That is why every statement about US law on this site is sourced to US statutes, regulators and courts, and why our documents were reviewed by a US attorney rather than written from experience of the UK system.
You can reach us at [email protected], or find Alfie on LinkedIn.
Common questions
Who runs Challenge That Debt?
It was founded by Alfie Usher, a former British Army paratrooper and founder of several UK consumer finance businesses, and is operated by Smart Choice Claims Limited.
Are you a law firm?
No. We provide general information and self-help documents, not legal advice. Our documents have been reviewed by a licensed US attorney, who asked not to be named.
Are you connected to any debt collector?
No. We are independent of every debt collector, debt buyer and creditor named on the site.
Why is a UK company helping with US debts?
Our founder has spent a decade helping people challenge financial companies in the UK. Everything we say about US law is sourced to US law and official guidance, and reviewed by a US attorney.