Richard Branson is one of the most innovative, creative billionaires out there, and his latest project provides further evidence of that. Virgin Money USA, which opened for business on Monday, is designed to make it easier to lend money to friends and family more formally. A little bit like Prosper.com, Virgin Money USA will act as a conduit between parties, providing a platform and legal/tax documentation for informal loans.

According to The New York Times, "Virgin Money USA will offer personal and business loans, mortgages and reverse mortgages. The average interest rate for loans is 6 percent, and for mortgages, 5 percent. Borrowers are charged a $9 per payment administrative fee and will pay an upfront charge ranging from $99 for unsecured loans to $2,000 for large mortgages. Borrowers can select terms of their loans, including the duration and rates. The bank will not retain any of the interest."

So technically the loans will be made by Virgin (just as technically Prosper loans are made by Prosper), but the risk will all be held by the friends and family of the borrowers.

The fees ($9 per payment adds up on a small personal loan) make this look like a very questionable move for consumers. And lending money to friends and family is something that should be avoided whenever possible anyway. But in the wake of the subprime meltdown, and the need for emergency loans from friends and family, Virgin Money USA could be well-positioned for success.