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The pawn shop for the super wealthy

Need to trade in that impulse-purchased Cartier Calibre steel and gold two-tone watch for some fast cash? No problem.

Online pawn shop Borro allows people to turn in their prized possessions like luxury watches or even cars for quick cash. The start-up accepts items worth at least $5,000 and returns them upon being paid back plus interest.

Founder Paul Aitken told CNBC the company had revenues of $17 million last year and is expecting to exceed $30 million this year.

It is also raising new funds through the platform OurCrowd. Borro and OurCrowd just announced the largest equity crowdfunding round at more than $6 million dollars raised, with another round of funding coming from institutional investors led by Canaan, Eden and Augmentum.

But why would the wealthy need a pawn shop?

"They need liquidity quickly, they've probably got regular cash flows, so more traditional forms of lending aren't an option, so they fall into asset-backed lending," Aitken said in an interview with "Power Lunch."

Wealth car
StudioThreeDots | Getty Images

Aitken said his service primarily targets the top 5 to 10 percent of the population, as they tend to be mass affluent and border on the lower end of high net worth people—many of them business owners and very entrepreneurial.

"Some of them are on the more distressed side...tax bill to pay or school fees to pay, but not distressed in the way most people would consider distressed."

About 90 percent of Borro's clients pay to have their items returned and the average user takes 3.5 loans.

When it comes to the items that don't get bought back, Borro sells them through agents and auction houses. Approximately 40 percent of items are jewelry and watches, 40 percent fine arts and the remainder are classic cars and fine wines.