Goldman Sachs is buying speciality lender GreenSky Inc. for $2.2bn, striking a deal it hopes will further its reinvention from Wall Street powerhouse to Main Street player.

Goldman will pay roughly $12 a share in stock for GreenSky, which arranges loans for big one-time purchases like construction projects or cosmetic surgery. It works with thousands of merchants ranging from Home Depot Inc. to independent doctors and dentists, and pitches its loans as cheaper and more responsible alternatives to credit cards.