LendingFront
LendingFront is a New York-based fintech founded in 2014 that provides a white-label embedded lending and SMB cross-sell platform for commercial banks, payment processors, and vertical SaaS platforms. Its AI-scored, API-driven operating system automates the full loan lifecycle and cross-sell workflows under partner brands.
- Company typePrivate
- Founded2014
- HeadquartersNew York, United States
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What LendingFront does
LendingFront, Inc. is a New York-based fintech founded in 2014 that builds a white-label embedded lending and SMB cross-sell operating system for banks, payment processors, and vertical SaaS platforms. The platform comprises three integrated modules — EMBED (low-code to full API integration with white-label deployment), DEPLOY (multi-channel offer placement across online banking, POS, SaaS, and email), and GROW (automated cross-sell orchestration including third-party provider networks) — plus a dedicated Merchant Cash Advance Operating System. Underlying the platform are proprietary AI scoring models that leverage bank deposit data and a benchmarking database to algorithmically prioritize SMB customers based on behavioral patterns, with configurable rules-based underwriting, automated loan lifecycle management, and real-time portfolio monitoring. The platform is SOC 2 Type II certified with bank-grade security and claims 99.999% uptime.
LendingFront generates revenue through three streams: SaaS platform subscriptions (annual or multi-year contracts based on institution size and selected modules), transaction/usage-based fees tied to applications processed and loans funded, and white-label OEM licensing for branded deployment. GTM is executed via direct enterprise sales to commercial banks and credit unions, channel partnerships with merchant processors and ISOs, and OEM/embedded deployment into payment and SaaS platforms. Named customers include PNC, Fiserv, Zion Bank, Ponce Bank, Access Community Capital, Innovation Works Baltimore, ShopKeep, COVERR, and Priority Commerce (MX Merchant). The company reports approximately 1.7 million SMBs and 2,000+ corporate users on the platform with operations across 3 continents.
The company is venture-backed by Information Venture Partners, nvp capital, Contour, Revel Partners, SixThirty, BBVA, and Mastercard. Leadership consists of co-founder Jorge Sun (CEO) and co-founder Dario Vergara (CTO), supported by VPs of Customer Success and Finance and a board including independent directors. LendingFront operates with 51-100 employees and has not publicly disclosed revenue. The 2021 Salesforce CRM integration and 2026 Priority Commerce MX Merchant embedded lending partnership represent the most recent documented commercial milestones, signaling continued expansion from core banking into payments and SaaS distribution channels.
LendingFront firmographics
Firmographics- Name
- LendingFront
- Legal name
- LendingFront, Inc.
- Website
- https://lendingfront.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- LendingFront is a New York-based fintech founded in 2014 that provides a white-label embedded lending and SMB cross-sell platform for commercial banks, payment processors, and vertical SaaS platforms. Its AI-scored, API-driven operating system automates the full loan lifecycle and cross-sell workflows under partner brands.
- Ownership category
- akta.pro rank
LendingFront industry classification
Industry- Product category
- SMB Lending Software / Embedded Lending Infrastructure
- NAICS
- Mortgage and Nonmortgage Loan Brokers (52231), Activities Related to Credit Intermediation (5223), Sales Financing (522220)
- SIC
- Loan Brokers (6163)
- akta.pro primary industry
- Embedded Lending & Credit (POS, Working Capital, Credit Lines) (FSAGALAD)
- akta.pro secondary industries
- Merchant Cash Advance & Revenue-Based Financing Enablement (FSAGALAH), Merchant Cash Advance & Payment-linked Lending (CRAFALAK), SME Lending Platforms & Embedded SME Credit (FSAKAGAJ)
Keywords
Where LendingFront is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
LendingFront business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- SaaS Platform Subscription: Annual or multi-year subscription licensing of the embedded lending platform with module-based pricing for application intake, underwriting, servicing, and analytics capabilities
- Transaction/Usage-Based: Revenue from processing loan applications, funding transactions, and ongoing loan servicing through the platform on a per-transaction or volume basis
- White-Label OEM Licensing: Branded deployment of the complete lending operating system under partner brand with customization fees
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise institutional deployment with full feature access, white-labeling, and dedicated support |
| Usage-based | Pay-as-you-go | Transaction-based processing fees for loan applications and funding |
Go-to-market motion4 records
Distribution channels4 records
Marketing channels6 records
LendingFront product offering
Product offeringCore offering
LendingFront sells a white-labeled, cloud-based embedded lending and cross-sell platform that banks, payment processors, and vertical SaaS platforms deploy to identify, score, and convert their existing small business customers into loan, credit card, cash advance, and other financial product users. The platform combines three modules (EMBED for integration, DEPLOY for offer delivery across channels, and GROW for automated cross-sell campaigns) with a dedicated Merchant Cash Advance Operating System covering the full loan lifecycle from application intake through underwriting, e-contracts, servicing, and collections.
Product overview
LendingFront offers a unified embedded dynamic relationship platform with three integrated modules (EMBED, DEPLOY, GROW) that enables banks, payment companies, and SaaS platforms to cross-sell financial products to SMB customers. The platform serves multiple segments including commercial banks, merchant processors, payment processors, and ISOs through white-labeled deployment. A dedicated Merchant Cash Advance Operating System provides end-to-end capabilities for merchant lending programs, while the Salesforce CRM integration enables financial institutions to leverage LendingFront's capabilities within their existing customer relationship management infrastructure.
Differentiator
Problem solved
Functional benefit
Products and services
- LendingFront Embedded Dynamic Relationship Platform White-labeled, end-to-end operating system that helps banks, payment companies, and software companies automatically cross-sell financial and non-financial products to their existing SMB customers using real-time data, behavioral insights, and prebuilt workflows.
- EMBED Module Integration module enabling partners to embed the LendingFront platform into their own environments via low-code or full API options, with every deployment fully white-labeled to match the partner's brand and timeline.
- DEPLOY Module Offer delivery module that embeds LendingFront-powered offers and services everywhere merchants engage, including online banking, point of sale, SaaS platforms, and email.
- GROW Module Automated cross-sell module that creates a proactive and automated cross-sell business on autopilot, supporting partners' own products, LendingFront's network of providers, or third-party providers.
- Merchant Cash Advance Operating System End-to-end operating system for merchant cash advances that delivers pre-approval messaging, application intake, information gathering, data aggregation, underwriting, offer presentation, e-contracts, servicing, and collections in a single package, with intelligent pre-approvals, automated decisioning, and real-time portfolio performance monitoring.
Quantifiable outcome
- 2 years increase in Customer Lifetime Value within 24 months of Embedded Cross Sell implementation
- +7 more outcomes
Companies that use LendingFront
Customer profileNamed customers9 records
Segments6 records
Ideal customer profiles4 records
LendingFront technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability5 records
Feature6 records
LendingFront partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core.
- Priority CommercecorePartnership to embed business financing directly inside Priority Commerce's MX Merchant platform, allowing qualified merchants to access term loans, cash advances, or sales-based financing without leaving their existing workflow. Repayment aligns with sales activity rather than fixed monthly obligations. Uses merchants' own business performance data to surface relevant capital options.
- SalesforcecoreIntegration with Salesforce CRM making it easier for financial institutions to leverage LendingFront's capabilities within their existing CRM workflows
- Ponce BankcoreNew client signed on to LendingFront platform for SMB lending program deployment
- Access Community CapitalcoreCommunity lending organization using LendingFront to power SMB credit programs for underserved communities
- Innovation Works BaltimorecoreBaltimore-based innovation organization deploying LendingFront for community lending initiatives
Scale indicators12 records
Recent moves6 records
Expansion highlights6 records
LendingFront competitors and assessment
Company assessmentDirect peers
- Parafin: Parafin provides embedded lending and capital products infrastructure to platforms and payment processors, directly competing with LendingFront's white-label embedded lending model for SMBs.
- Lendio: Lendio operates a small business lending marketplace and SaaS tooling that connects SMBs to capital through banks and alternative lenders, overlapping with LendingFront's SMB lending enablement layer.
- Fundbox: Fundbox provides working capital and SMB lending products distributed through embedded channels (SaaS, payments), making it a direct peer to LendingFront's embedded lending OS.
- OakNorth: OakNorth provides a credit platform and lending infrastructure for SMBs and banks, with a comparable technology-led approach to enabling SME lending at partner institutions.
Broad incumbents
- OnDeck (Enova): OnDeck is a well-established online small business lender and technology provider to banks, comparable to LendingFront's bank-facing SMB lending platform offering.
- BlueVine: BlueVine offers SMB banking, credit, and embedded finance products to small businesses via partner channels, overlapping with LendingFront's merchant and SMB cross-sell use cases.
- Stripe Capital: Stripe Capital is Stripe's embedded working capital product for merchants; as a payments giant with deep merchant data, it is a major competitive incumbent in embedded SMB lending.
- Square Loans (Block): Square (Block) offers merchant cash advance and SMB lending directly inside its payments and SaaS ecosystem, setting the bar for embedded SMB capital that LendingFront must compete against.
Emerging players
- Canopy Servicing: Canopy offers loan servicing and embedded lending infrastructure APIs for fintechs and banks, adjacent to LendingFront's end-to-end lending OS and relevant to its servicing module.
Others
- Tavant: Tavant provides digital lending and AI-driven credit technology solutions for banks and lenders, an adjacent systems-integration and platform provider that competes for similar bank technology budgets.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
LendingFront social profiles
Digital presenceLendingFront compliance and trust
Trust signalCompliance2 records
LendingFront financial estimates
Financial estimateRevenue estimate
Valuation estimate
LendingFront leadership team
Management profileNumber of profiles
Profiles7 records
LendingFront funding detail
Funding detailFunding overview
Funding rounds4 records
Investors11 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
LendingFront M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about LendingFront
What does LendingFront do?
LendingFront sells a white-labeled, cloud-based embedded lending and cross-sell platform that banks, payment processors, and vertical SaaS platforms deploy to identify, score, and convert their existing small business customers into loan, credit card, cash advance, and other financial product users. The platform combines three modules (EMBED for integration, DEPLOY for offer delivery across channels, and GROW for automated cross-sell campaigns) with a dedicated Merchant Cash Advance Operating System covering the full loan lifecycle from application intake through underwriting, e-contracts, servicing, and collections.
Is LendingFront a public or private company?
LendingFront is a private company. It is classified as venture growth investor backed and is currently operating.
When was LendingFront founded?
LendingFront was founded in 2014. It employs 1 to 10 people.
Where is LendingFront based?
LendingFront is headquartered in New York, United States, in the North America region.
How does LendingFront make money?
Three revenue lines are on record. SaaS Platform Subscription is the primary driver. The others are transaction/Usage-Based and white-Label OEM Licensing.
Who are LendingFront's main competitors?
Direct peers on record are Parafin, Lendio, Fundbox and OakNorth. Broad incumbents are OnDeck (Enova), BlueVine, Stripe Capital and Square Loans (Block). Canopy Servicing is listed as an emerging player. Tavant is listed as an others.
Does LendingFront have an API?
Yes. LendingFront offers multiple integration options, from low-code to full API, enabling embedding of its platform into partner environments. A series of APIs make it easy to build on top of LendingFront's core operating system. Data can be pulled via API, SFTP, or flat files. LendingFront's infrastructure is API-driven and sits inside a partner's existing ecosystem.
What industry is LendingFront in?
LendingFront's product category is SMB Lending Software / Embedded Lending Infrastructure. Its primary akta.pro industry code is FSAGALAD, Embedded Lending & Credit (POS, Working Capital, Credit Lines), with a secondary code of FSAGALAH, Merchant Cash Advance & Revenue-Based Financing Enablement. Its NAICS code is 52231 and its SIC code is 6163.