Vartana
- Company typePrivate
- Founded2020
- HeadquartersSan Francisco, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
Vartana firmographics
Firmographics- Name
- Vartana
- Legal name
- Vartana, Inc.
- Website
- https://vartana.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Acquired
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Vartana industry classification
Industry- Product category
- B2B Vendor Financing Platform
- NAICS
- Sales Financing (52222), Sales Financing (522220), Activities Related to Credit Intermediation (5223)
- SIC
- Short-Term Business Credit Institutions (6153)
- akta.pro primary industry
- B2B / Invoice-Based BNPL (Trade Credit at Checkout) (FSAGAIAC)
- akta.pro secondary industries
- Marketplace / Multi-Lender POS Financing Aggregators (FSAGAIAJ), Merchant-Integrated BNPL (Checkout POS Financing) (FSAGAIAA)
Keywords
Where Vartana is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Vartana business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Transaction/Financing Fees: Vartana generates revenue through transaction fees on financed deals. The company takes a percentage of each financed transaction processed through its platform. Vendors receive full contract value upfront while buyers pay over time.
- Capital Marketplace Commission: Revenue generated through the Capital Marketplace network of lenders and funding partners, matching borrowers with optimal financing options from national lender network.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Enterprise financing platform - custom pricing |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels8 records
Vartana product offering
Product offeringCore offering
Vartana operates an AI-powered B2B vendor financing platform that lets enterprise sales teams offer buyers flexible payment options at checkout. The platform automates credit approvals in roughly five minutes, embeds financing quotes and e-signature flows inside major CRM systems, and routes each deal to its Capital Marketplace of lenders for the best available terms. Vendors receive the full contract value upfront while buyers pay over time, with payment structures including pay-in-full, deferral up to 120 days, and monthly or quarterly installments.
Product overview
Vartana is an AI-powered B2B vendor financing platform designed for enterprise sales teams. The platform operates as a unified system comprising core financing capabilities with integrated modules. The core Financing platform provides AI-powered credit approvals and flexible payment options, while the Vendor Experience and Buyer Experience modules manage the两端 of the transaction. Supporting modules include Rewards (sales commission automation), Integrations (CRM connectivity with Salesforce, HubSpot, Microsoft Dynamics, Zoho, Acumatica, ConnectWise), and Global (multi-currency international support). The Capital Marketplace component leverages proprietary matching algorithms to connect buyers with optimal lenders. Payment Options support pay now, defer (up to 120 days), and installment plans. Vartana 2.0 introduced Instant Apply and Embedded Credit Application features for front-end financing discovery.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- 80% faster deal closure compared to traditional financing
- +7 more outcomes
Companies that use Vartana
Customer profileNamed customers10 records
Segments8 records
Ideal customer profiles4 records
Vartana technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
AI capability4 records
Feature6 records
Vartana partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core.
- CapchasecoreCapchase acquired Vartana in 2025 to modernize vendor financing and expand customer programs. The acquisition strengthens Capchase's position in vendor and equipment financing market.
- SalesforcecoreCRM integration partner. Vartana embeds financing capabilities directly within Salesforce CRM, enabling real-time financing quotes and deal management.
- HubSpotcoreCRM integration partner enabling financing capabilities within HubSpot CRM workflow.
- Microsoft DynamicscoreCRM integration partner. Vartana integrates with Microsoft Dynamics 365 enabling seamless financing within the Microsoft ecosystem. Setup takes less than 30 minutes.
- Zoho CRMcoreCRM integration partner. Vartana integrates with Zoho CRM enabling financing workflows. Setup takes less than 30 minutes with no disruption to existing workflows.
Scale indicators12 records
Recent moves7 records
Expansion highlights6 records
Vartana competitors and assessment
Company assessmentDirect peers
- Capchase: Acquirer of Vartana and the most direct competitor in B2B vendor/equipment financing. Both offer non-dilutive capital to SaaS and tech vendors via similar pay-over-time structures backed by recurring receivables.
- TreviPay: B2B trade credit and embedded payments platform serving enterprise buyers and suppliers. Directly competes with Vartana in extending net-terms and installment financing at B2B checkout for technology and equipment purchases.
- Behalf: B2B financing provider offering short-term credit and point-of-sale financing for SMB and mid-market buyers purchasing from technology, equipment, and services vendors. Closely comparable product to Vartana's checkout-based installment and deferral products.
- Fundbox: Provides working capital, invoice financing, and B2B credit lines to small businesses. Comparable use cases to Vartana's short-term B2B credit offerings for SMB buyers, though typically below Vartana's enterprise ticket size.
Broad incumbents
- Resolve (Bill.com): Bill.com's Resolve (formerly Forerunner) offers B2B net-terms and pay-over-time financing to vendors and their buyers. Overlapping product, larger installed base through Bill.com's AP/AR platform, broader scope than Vartana.
- BlueVine: Online lender offering lines of credit, invoice factoring, and term loans to small and mid-sized businesses. Adjacent to Vartana's B2B credit offering, with broader small-business banking footprint rather than Vartana's vendor-embedded checkout positioning.
Emerging players
- Sardine: B2B payments and risk infrastructure platform serving fintechs and lenders with fraud, compliance, and instant settlement. Comparable in enabling B2B financing rails and underwriting infrastructure for embedded credit products.
- BALANCE: B2B payments platform offering pay-over-time options for B2B buyers at checkout, focused on SaaS and technology purchases. Direct overlap with Vartana's installment/financing checkout product, targeting similar vendor and buyer segments.
- Kickfurther: Crowdfunded B2B inventory and purchase order financing platform. Adjacent in providing non-dilutive working capital to product sellers, though more focused on inventory financing than Vartana's checkout-based B2B credit.
- Hokodo: European B2B trade credit and embedded payments network offering net-terms and pay-later options via API for marketplaces and SaaS platforms. Comparable financing mechanics to Vartana and a likely future competitor in Vartana's planned European expansion.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Vartana social profiles
Digital presenceVartana compliance and trust
Trust signalCompliance2 records
Vartana financial estimates
Financial estimateRevenue estimate
Valuation estimate
Vartana leadership team
Management profileNumber of profiles
Profiles4 records
Vartana funding detail
Funding detailFunding overview
Funding rounds5 records
Investors10 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Vartana 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 Vartana
What does Vartana do?
Vartana operates an AI-powered B2B vendor financing platform that lets enterprise sales teams offer buyers flexible payment options at checkout. The platform automates credit approvals in roughly five minutes, embeds financing quotes and e-signature flows inside major CRM systems, and routes each deal to its Capital Marketplace of lenders for the best available terms. Vendors receive the full contract value upfront while buyers pay over time, with payment structures including pay-in-full, deferral up to 120 days, and monthly or quarterly installments.
Is Vartana a public or private company?
Vartana is a private company. It is classified as corporate owned and is currently acquired.
When was Vartana founded?
Vartana was founded in 2020. It employs 11 to 50 people.
Where is Vartana based?
Vartana is headquartered in San Francisco, United States, in the North America region.
How does Vartana make money?
Two revenue lines are on record. Transaction/Financing Fees are the primary driver. The others are capital Marketplace Commission.
Who are Vartana's main competitors?
Direct peers on record are Capchase, TreviPay, Behalf and Fundbox. Broad incumbents are Resolve (Bill.com) and BlueVine. Emerging players are Sardine, BALANCE, Kickfurther and Hokodo.
Does Vartana have an API?
No public API is recorded for Vartana.
What industry is Vartana in?
Vartana's product category is B2B Vendor Financing Platform. Its primary akta.pro industry code is FSAGAIAC, B2B / Invoice-Based BNPL (Trade Credit at Checkout), with a secondary code of FSAGAIAJ, Marketplace / Multi-Lender POS Financing Aggregators. Its NAICS code is 52222 and its SIC code is 6153.