FinMkt

What FinMkt does

FinMkt, Inc. is a New York-based fintech operating an API-driven, cloud-based SaaS platform for embedded point-of-sale lending and payments. Founded in 2014 by Luan Cox and Sri Goteti, the company targets enterprises, financial institutions, and merchants with a white-label, multi-lender architecture that dynamically routes loan applications through a prioritized waterfall of vetted lending partners. The platform spans five core modules — Captive Lending, Multi-Lender Waterfall, API Orchestration Engine, Personal Loan Marketplace, and Payments — supported by dedicated sub-brands including CaptivLend (home improvement captive finance), Lendvious (consumer-facing loan marketplace), and FinFi (partner POS platform). The platform processes more than $1 billion in annual funding volume across over 150,000 funded consumers, with multi-lender routing improving approval rates from approximately 60% (single-lender baseline) to 80% according to company-stated outcomes.

FinMkt monetizes through a hybrid of subscription SaaS platform fees and transaction/origination fees tied to loan volume processed through the platform. Pricing is custom-negotiated and not publicly disclosed, sold via a "Request a Demo" enterprise sales motion targeting banks, credit unions, home improvement contractors, dental practices, and large merchants. The company also supports a captive lending motion where partners can retain interest income on white-labeled financing programs. Distribution combines direct enterprise sales with channel partnerships — most notably a strategic alliance with Persistent Systems to sell into banks and credit unions — plus API-first developer access through finfi.co. The company is privately held and has raised approximately $12.5M across disclosed funding rounds since 2013, with its most recent primary round ($5M from FINTOP Capital) closing in August 2019.

The company operates exclusively in the United States, holds lending licenses in at least 10 states, and maintains recurring SOC 2 Type 2 compliance. It has accumulated industry recognition including Inc. 5000 (2023), Best LendTech Solution at the 2025 Banking Tech Awards USA, multiple Inc. Best Workplaces honors, and a Power 300 ranking. Ownership remains founder-led with no disclosed institutional controlling investor, parent company, or M&A activity.

Name

FinMkt

Legal name

FinMkt, Inc.

Website

https://finmkt.io

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

FinMkt provides an API-driven SaaS platform for embedded point-of-sale lending and payments, offering white-label, multi-lender waterfall routing to enterprises, banks, credit unions, contractors, and dental practices in the United States.

Ownership category

akta.pro rank

Product category

Embedded Lending Platform / Point-of-Sale Lending Software

NAICS

Activities Related to Credit Intermediation (5223)

SIC

Loan Brokers (6163)

akta.pro primary industry

Pricing, Risk-Based Offer & Limit Management (FSAGAHAE)

akta.pro secondary industry

Credit & Overdraft Enablement (Credit Lines, Underwriting Integrations) (FSAGAAAJ)

Keywords

• Embedded lending platform
• Point of sale financing
• Multi-lender waterfall
• Consumer lending software
• API orchestration platform

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. SaaS Platform Fees: Subscription-based SaaS revenue from providing the embedded lending platform to enterprises and financial institutions. Partners pay for access to the platform's technology infrastructure, multi-lender connectivity, and white-label capabilities.
2. Transaction/Origination Fees: Revenue generated from processing loan applications and facilitating financing transactions through the platform. The platform processes over $1 billion in funding annually, with fees collected per transaction or as a take rate on loan volume.
3. Interest Income Capture: Partners using captive lending solutions can capture interest income from loans originated through their white-labeled financing programs, creating additional revenue streams for contractors and enterprises.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

FinMkt provides a white-label, API-driven cloud SaaS platform that enables enterprises, merchants, and financial institutions to embed point-of-sale consumer lending and payment experiences under their own brands. The platform routes loan applications through a configurable multi-lender waterfall, supports the full credit spectrum (FICO 660+), and delivers end-to-end capabilities including application intake, soft credit pull, offer presentation, lender connectivity, underwriting control, fraud protection, managed compliance, and payment processing in real time.

Product overview

FinMkt offers a unified API-driven SaaS platform for embedded lending and payments, serving enterprises, financial institutions, and merchants. The product portfolio consists of five core platform modules: Captive Lending (white-label in-house financing), Multi-Lender Waterfall (multi-lender routing platform), API Orchestration Engine (integration infrastructure), Personal Loan Marketplace (loan aggregation), and Payments (transaction processing). The platform is white-labeled and fully customizable, supporting full credit spectrum coverage. Additional branded platforms include CaptivLend for contractor financing, Lendvious (consumer marketplace), and FinFi (partner POS platform). The architecture combines these modules to enable point-of-sale financing, waterfall lending, and embedded payment experiences across home improvement, healthcare, and retail industries.

Differentiator

Problem solved

Functional benefit

Brands

• CaptivLend: Turnkey captive finance solution for home improvement contractors enabling in-house financing with white-label branding

Products and services

• Captive Lending A white-label embedded lending solution that enables enterprises and merchants (such as home improvement contractors) to offer in-house financing options under their own brand, capturing interest income and customer referrals while remaining branded as the partner's product.
• Multi-Lender Waterfall A multi-lender platform that routes loan applications through a dynamically prioritized hierarchy of lenders to maximize approval rates and match borrowers with optimal financing options across the full credit spectrum (FICO 660+).
• API Orchestration Engine API-driven technology that enables seamless integration with partner systems to power embedded lending and payment experiences in real time, supporting application flows, offer presentation, lender connectivity, and payment processing with fraud protection and managed compliance.
• Personal Loan Marketplace A marketplace platform connecting consumers with multiple personal loan offers from various lenders, enabling comparison shopping with soft credit pull and optimized loan matching.
• Payments Payment processing and orchestration capabilities integrated into the embedded lending platform, enabling seamless transaction completion at point of sale.
• CaptivLend A turnkey captive finance solution specifically designed for home improvement contractors, enabling white-labeled in-house financing to capture interest income and customer referrals.
• Lendvious A consumer-facing loan marketplace platform accessible online, providing access to financing options through FinMkt's network of vetted providers.
• FinFi A point of sale financing platform offered through partner channels, enabling merchants to embed financing options at the point of sale.

Quantifiable outcome

• Approval rates increase from 60% to 80% with multi-lender platform vs single-lender programs
• +5 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature7 records

Partnerships

Three partnerships are on record, tiered core.

• OneMain FinancialcoreTechnology or Integration · 2 May 2023OneMain Financial partnered with FinMkt to expand in the home improvement point-of-sale financing market, enabling nonprime borrowers to access financing for home improvement projects through a multi-lender platform approach.
• American Heritage Credit UnioncoreTechnology or Integration · 1 February 2023American Heritage Credit Union partnered with FinMkt to integrate best-in-class digital lending technology and plug into FinMkt's network of vetted providers to expand offerings to their membership and workplaces, grow business and enhance member experience.
• Persistent SystemscoreStrategic or Co-development PartnerPersistent Systems partnered with FinMkt to strengthen their partner ecosystem, enabling banks and credit unions to offer point-of-sale digital lending solutions at scale and accelerate their digital transformation journey.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Hearth: Hearth is a fintech point-of-sale financing platform focused on home improvement contractors, directly overlapping with FinMkt's primary vertical. Both offer contractor-facing tools that route home improvement financing through multiple lenders to improve approval rates.
• Amount: Amount is a digital lending infrastructure platform offering loan origination, decisioning, and embedded finance APIs to banks and lenders. Like FinMkt, it provides white-label technology that enables financial institutions to launch and scale digital lending products.
• Built Technologies: Built Technologies provides construction and home improvement financing software connecting contractors with lenders for project funding. It overlaps directly with FinMkt's contractor-facing CaptivLend product and multi-lender waterfall approach.
• Lendio: Lendio operates a small business and consumer lending marketplace connecting borrowers with multiple lenders, similar to FinMkt's Personal Loan Marketplace. It pursues comparable multi-lender aggregation and white-label SaaS distribution to financial institutions.

Broad incumbents

• LightStream (Truist): LightStream is a large online personal loan provider that serves the same near-prime-to-prime consumer credit segment FinMkt targets. It is one of the named partner lenders in FinMkt's waterfall network but also competes for the same borrower demand.
• Affirm: Affirm is the dominant BNPL and POS financing incumbent in North America. It competes with FinMkt's consumer-facing marketplace (Lendvious) and merchant POS offerings, particularly in home improvement, while operating at vastly greater scale.
• Upgrade: Upgrade is a digital consumer lending platform offering personal loans and credit cards, and is also a partner lender inside FinMkt's waterfall. It represents both collaboration and competitive overlap with FinMkt's marketplace and direct-to-consumer products.
• Klarna: Klarna is a global BNPL and consumer financing giant expanding into the US POS and merchant financing market. Its scale, brand, and merchant integrations pose a competitive threat to FinMkt's enterprise and merchant customers.
• SoFi: SoFi is a large consumer lending and digital banking platform offering personal loans, home improvement financing, and embedded finance via Galileo. It overlaps with FinMkt's personal loan marketplace and lender network as both a partner and competitor.
• LendingClub: LendingClub operates a consumer lending marketplace and bank balance-sheet platform offering personal loans to near-prime and prime borrowers. It competes with FinMkt for similar consumer demand and is a potential partner lender for the waterfall.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/crowdnetic
• Facebookfacebook.com/finmktnyc
• LinkedInlinkedin.com/company/finmkt

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds4 records

Investors7 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about FinMkt