Payday lending it is not, or so the story goes for Credit Corp, an emerging force in short-term lending in Australia.Momentum in the firm's Wallet Wizard product lifted the consumer loan book by 16 per cent over six months and by 29 per cent over 12 months. This now stands at A$156 million, and more than double the level of two years ago.Wallet Wizard accounts for around 90 per cent of consumer loans at Credit Corp, with the product designed to yield at interest rates lower than those of the most cynical payday lenders, and thus avoid the scrutiny that form of lending brings.Credit Corp more than doubled profit from the consumer lending segment to $4.5 million in this half year, compared with the December 2015 half.Collections on purchased (meaning, delinquent) debt ledgers remains the cornerstone business of Credit Corp, yielding a segment result of $35.9 million, a rise of $5 million over 12 months.The statutory net profit for Credit Corp lifted 19 per cent to $25.2 million.The firm said it increased its market share on purchased debt over the year and lifted "collection effectiveness."In September 2016, Credit Corp bought National Receivables Management for $22 million, but in these half-year accounts said it was too early to finalise goodwill and other acquisition accounting.