How do you guys compete with a strong new players, like TokenLend?
Why you think they are more strong? They just copy ETHlend idea. And their CEO builder and architect in education

I'd like to add a classic answer of "the early bird get the freshest or fattest or chubbiest worm", ethlend has established its name on people before tokenlend even aired.
Yes, ETHlend took this niche first. And they have working product already. So competitors have a small chances in this niche.