Predatory lenders often target military families due to their inexperience with financial matters, lack of financial cushion, and, at times, less than perfect credit. Payday lenders have found military families to be a very profitable niche market, positioning themselves within walking distance of military bases and making it convenient for service men and women to take out a short-term, high-fee loan. Additionally, the unscrupulous lenders often imply support or endorsement by the U.S. government. The families may not have experience in financial matters and may not spend time investigating their loan options. While the lenders cannot charge military personnel more than 36 percent in annual interest, if the soldier fails to disclose his military affiliation, they can charge whatever they want.