In Australia, a range of financial services, including education bonds, high interest personal loans and credit card debt, have long been used to help families pay for the cost of schooling. However, innovative financial technology (fintech) solutions are emerging which align with the growth of a lower risk 'buy now, pay later' phenomenon. Fintechs claim to expand financial inclusion to more people, particularly when their lending activities are compared to traditional banking services. This paper focuses on Edstart, a fintech edu-business that provides low-risk lending for families managing the cost of school fees. In conducting qualitative content analysis of Edstart's website and blog, I catalogue its market-making activities and how it is leveraging logics of school choice to create a new education service market in Australia that normalises school privatisation and the payment of school fees. I end this paper with a discussion of how school choice--as a key policy reform of governments--is associated with the rollback of the welfare state and increased levels of individual financialisation. I argue that parent consumers have become increasingly invested in choosing the 'best' school for their children, and that this often increases their level of private debt.