The Wellington suburb of Newtown is diverse, colourful and low income. It is classic loan shark country.
Mark Barnard is one of the founders of a group called Debt-free Newtown.
For him, the fight to curb high-interest loan companies is personal - he has had friends financially marked for life by them.
A so-called mainstream loan company like Instant Finance knows its target audience - low income and many of them Polynesian who know Stacey Jones for his exploits on the league field. He is a winner and a success story: The ideal guy to front its business.
It is those who lack or are without money who use companies such as Instant Finance, and they pay a high price for the money - up to 30 percent.
The vulnerable being preyed on by the unscrupulous - that is how politicians have defined the extreme companies of the finance industry.
Instant Finance promotes itself as one of the good guys, but Labour says interest rates of 30 percent are too high, and it wants rates capped much lower than that.
Watch the video.
Do you think interest rates should be capped? Have your say here.