Goldman Sachs’s online consumer-lending platform, known as Marcus, went live on October 13, allowing regular Americans for the first time to borrow from the Wall Street powerhouse.

The service puts Goldman in direct competition with so-called fintech upstarts, such as venture-funded online lenders LendingClub and Avant. The upstarts have arisen since the financial crisis to fill the void when banks stepped back from parts of the personal-loan market after 2008.