Lendflow
Lendflow is a private Austin-based fintech founded in 2019 that provides embedded credit infrastructure connecting 75+ lenders to SaaS platforms, vertical software, and payment processors, enabling brands to embed SMB lending products and lenders to access high-intent borrower flow via unified APIs, configurable decisioning, and AI-powered workflow automation.
- Company typePrivate
- Founded2019
- HeadquartersAustin, United States
- Headcount101–250
- GTM typeB2B
- OfferingSoftware
What Lendflow does
Lendflow is a private, Austin-based fintech infrastructure company founded in 2019 that operates an embedded credit platform connecting SaaS platforms, vertical software companies, and payment processors to a network of 75+ specialty and bank lenders. The company serves two primary customer segments: brands seeking to embed lending products (term loans, MCAs, invoice factoring, equipment financing, SBA loans, lines of credit) within their software to monetize customer relationships, and lenders seeking high-intent SMB borrower flow without building new integrations. Its platform is organized into three core product pillars — Lendflow Connect (a modular connectivity and marketplace layer with embedded widgets, landing pages, and a unified API), Lendflow Intelligence (a real-time credit decisioning and analytics engine with explainable Trust Scores and a visual waterfall workflow builder), and Lendflow Automate (an AI-agent suite for document parsing, voice/chat borrower outreach, and 24/7 workflow automation) — supplemented by add-on modules including a Second-Look Marketplace, Branded Capital Access Marketplace, and integrations with Salesforce, Plaid, and DocuSign.
The underlying architecture is API-first and modular, with widgets reportedly deployable in under 30 minutes via a single script tag and full API integrations shipping in 30-45 days, supported by SOC 2 Type II certification. Lendflow's reported business model combines transaction/platform fees on originated loans, subscription/licensing fees for enterprise deployments, and referral/network fees from lender routing and Second-Look Marketplace declines. The go-to-market motion is hybrid: product-led growth with a free entry tier, enterprise field sales for large SaaS/bank deployments, and channel partner distribution through 75+ lenders and OEM-style partnerships with platforms such as Experian, Stax Payments, Buildertrend, OnDeck, BHG Financial, and eCapital.
As of the available data, Lendflow reports $1.5B+ in open architecture digital lending offers in the trailing 12 months, $1.4B+ in capital delivered to SMBs through partner marketplaces, 12K+ SMBs served, and quantifiable customer outcomes including 42% faster speed to funding, 80% smaller embedded finance teams, 65% more completed loan applications, and 22% more deals funded through Second-Look Marketplace routing. The company has raised approximately $39.5M cumulatively across a 2021 seed and Series A (Underscore VC lead with Uncorrelated Ventures and Y Combinator), an Aug 2024 round led by Navitas Capital, and a May 2025 debt facility from Trinity Capital.
Lendflow firmographics
Firmographics- Name
- Lendflow
- Legal name
- Lendflow
- Website
- https://lendflow.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Lendflow is a private Austin-based fintech founded in 2019 that provides embedded credit infrastructure connecting 75+ lenders to SaaS platforms, vertical software, and payment processors, enabling brands to embed SMB lending products and lenders to access high-intent borrower flow via unified APIs, configurable decisioning, and AI-powered workflow automation.
- Ownership category
- akta.pro rank
Lendflow industry classification
Industry- Product category
- Embedded Lending Infrastructure
- NAICS
- Mortgage and Nonmortgage Loan Brokers (522310), Activities Related to Credit Intermediation (5223), Nondepository Credit Intermediation (5222)
- SIC
- Loan Brokers (6163), Personal Credit Institutions (6141)
- akta.pro primary industry
- Marketplace & Loan Aggregation Platforms (Borrower-Lender Matching) (FSAGAHAL)
- akta.pro secondary industries
- Embedded Lending & Credit (POS, Working Capital, Credit Lines) (FSAGALAD), Alternative Data & Credit Scoring (Cashflow, Telco, Utility, Open Banking) (FSAGAHAC), Underwriting Automation & Income/Employment Verification (FSAGAHAD)
Keywords
Where Lendflow is headquartered
LocationHeadquarters
- HQ city
- Austin
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Lendflow 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/Platform Fees: Lendflow earns transaction fees or take rates on loans originated through its platform. The platform connects borrowers with 75+ lenders and earns fees on funded deals. Second-Look Marketplace generates referral fees on rerouted declined applications.
- Subscription/Licensing: Platform subscription and API access fees for brands and lenders using Lendflow's infrastructure. Pricing starts at a free plan with quote-based pricing for full enterprise deployments.
- Referral and Network Fees: Earned through the lender network and branded marketplace deployments where Lendflow orchestrates product waterfalls and connects capital partners.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free Plan - Entry-level access to platform |
| Subscription | Multi-year contract | Enterprise - Custom pricing for full platform access |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels6 records
Lendflow product offering
Product offeringCore offering
Lendflow provides embedded credit infrastructure software that enables SaaS platforms, vertical software companies, banks, and alternative lenders to embed lending products within their applications. The platform comprises three core products: Lendflow Connect (a connectivity platform linking 75+ lenders to brands via a unified API and embedded widgets), Lendflow Intelligence (a real-time credit decisioning engine with explainable Trust Scores and a visual workflow builder), and Lendflow Automate (AI-powered workflow automation with autonomous agents for document parsing, voice/chat communication, and lending operations).
Product overview
Lendflow offers a modular embedded credit infrastructure platform with three core products: Lendflow Connect (connectivity platform linking brands and lenders to 75+ capital partners), Lendflow Intelligence (real-time credit decisioning and analytics engine), and Lendflow Automate (AI-powered workflow automation). These core platforms work together with multiple add-on modules including Customer Acquisition Tools, Borrower Platform, Second Look Marketplace, Branded Capital Access Marketplace, AI-powered communications tools, and specialized AI agents (Doc Analyzer, Trust Score, Voice AI, Chatbot, Email Inbox, Industry Map). The architecture allows brands and lenders to launch embedded lending in days using plug-and-play widgets, APIs, and landing pages, with Lendflow handling underwriting, compliance, and payouts.
Differentiator
Problem solved
Functional benefit
Brands
- Lendflow Connect: A modular platform to build, manage, and scale embedded lending partnerships.
- Lendflow Intelligence
- Lendflow Automate
Products and services
- Lendflow Connect A modular platform that connects brands and lenders to a neutral network of 75+ lenders, enabling SaaS, fintech, and marketplace platforms to embed financial products through ready-to-drop widgets, landing pages, and a unified API. Designed for SaaS platforms, payment processors, vertical software companies, banks, and alternative lenders seeking to embed lending products.
- Lendflow Intelligence A real-time insights engine providing configurable credit decisioning, analytics, and data-driven insights for faster, safer credit decisions with explainable Trust Scores and a visual workflow builder. Enables risk teams to fine-tune credit decisions without code rewrites.
- Lendflow Automate AI-powered tools that streamline lending operations and borrower communication using autonomous agents for document parsing, voice/chat follow-ups, and status updates around the clock. Includes AI agents such as Doc Analyzer, Trust Score, Voice AI, AI Chatbot, and AI Email Inbox Agent.
Quantifiable outcome
- 42% faster speed to funding with pre-qualified offers
- +6 more outcomes
Companies that use Lendflow
Customer profileNamed customers10 records
Segments3 records
Ideal customer profiles2 records
Lendflow technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
AI capability7 records
Feature12 records
Lendflow partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered flagship and core.
- ExperianflagshipCollaboration announced November 6, 2025 to offer small businesses access to a lending marketplace embedded within Experian's app. Utilizes Lendflow's platform and APIs to provide near real-time loan offers based on various metrics, enabling businesses to complete funding applications online.
- Stax PaymentscoreStax Payments proactively suggests pre-qualified credit offers from Lendflow Network Lenders using a single line of code to help manage customer working capital needs.
- BuildertrendcoreConstruction project management software that enables contractors to access diverse set of 75+ capital partners offering 5+ products for cashflow management.
- OnDeckcoreUses Lendflow's flexible, modular product with fully embeddable components for credit decisioning and borrower onboarding.
- BHG FinancialcoreFinancial institution using Lendflow's fully hosted credit model with real-time pre-qualified offers, digital checkout, and robust declines marketplace. Achieved 20% to 70% approval rates and new revenue streams.
- eCapitalcoreTop 3 alternative lender leveraging Lendflow to vertically integrate financial products into technology platforms to better convert high-intent distribution and meet more customers.
- Hello AlicecoreBusiness services consultancy leveraging Lendflow to find right lenders for their customers' growth needs without messy contracts or partnership headaches.
Scale indicators12 records
Recent moves6 records
Expansion highlights6 records
Lendflow competitors and assessment
Company assessmentBroad incumbents
- Plaid: Plaid is a foundational data and connectivity layer used by lenders and fintechs for bank account verification and underwriting. Comparable as embedded financial infrastructure for lending workflows, though broader than Lendflow's credit-orchestration focus.
- Stripe Capital: Stripe Capital offers embedded working capital and small business financing to merchants on Stripe's platform. While much broader in payments scope, it competes directly for the embedded SMB credit use case Lendflow enables for SaaS platforms.
Direct peers
- Kanmon: Kanmon (formerly Hedgerow) provides embedded lending infrastructure for vertical SaaS platforms, including loan origination, servicing, and lender connections. A direct competitor to Lendflow in the SaaS-embedded SMB lending space.
- LoanPro: LoanPro is a lending operations platform that provides loan origination, servicing, and API infrastructure to lenders and fintechs. Comparable to Lendflow Intelligence and Automate as technology enabling modern lending workflows, though more focused on servicing than origination aggregation.
- Behalf: Behalf offers embedded small business financing through technology platforms and SaaS partners. Direct peer in the embedded SMB credit space, with a comparable merchant-facing capital marketplace model.
- Parafin: Parafin provides embedded capital (working capital, merchant cash advances, term loans) to SaaS platforms and marketplaces through APIs. Directly comparable to Lendflow Connect in offering white-label, embedded SMB lending infrastructure with a multi-lender marketplace model.
Emerging players
- Canopy Servicing: Canopy provides loan servicing and portfolio management software for consumer and SMB lenders. Adjacent to Lendflow's platform in providing infrastructure to lenders managing credit portfolios.
- Ocrolus: Ocrolus provides AI-powered document parsing and income/employment verification for SMB lenders. Comparable to Lendflow's Doc Analyzer Agent and serves overlapping lender customers; potential unbundler of Lendflow Automate capabilities.
- Underwrite.ai / Zest AI: Zest AI provides AI-driven credit underwriting and decisioning models used by lenders. Comparable to Lendflow Intelligence and Trust Score Agent in applying machine learning to credit decisioning, though as a model provider rather than full marketplace.
Others
- OnDeck (a Lighthouse company brand): OnDeck is an SMB online lender that is also a Lendflow customer and partner. Comparable as a participating capital provider in the Lendflow network, though not a direct infrastructure competitor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Lendflow social profiles
Digital presenceLendflow compliance and trust
Trust signalCompliance2 records
Lendflow financial estimates
Financial estimateRevenue estimate
Valuation estimate
Lendflow leadership team
Management profileNumber of profiles
Profiles3 records
Lendflow funding detail
Funding detailFunding overview
Funding rounds4 records
Investors16 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Lendflow 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 Lendflow
What does Lendflow do?
Lendflow provides embedded credit infrastructure software that enables SaaS platforms, vertical software companies, banks, and alternative lenders to embed lending products within their applications. The platform comprises three core products: Lendflow Connect (a connectivity platform linking 75+ lenders to brands via a unified API and embedded widgets), Lendflow Intelligence (a real-time credit decisioning engine with explainable Trust Scores and a visual workflow builder), and Lendflow Automate (AI-powered workflow automation with autonomous agents for document parsing, voice/chat communication, and lending operations).
Is Lendflow a public or private company?
Lendflow is a private company. It is classified as venture growth investor backed and is currently operating.
When was Lendflow founded?
Lendflow was founded in 2019. It employs 101 to 250 people.
Where is Lendflow based?
Lendflow is headquartered in Austin, United States, in the North America region.
How does Lendflow make money?
Three revenue lines are on record. Transaction/Platform Fees are the primary driver. The others are subscription/Licensing and referral and Network Fees.
Who are Lendflow's main competitors?
Broad incumbents on record are Plaid and Stripe Capital. Direct peers are Kanmon, LoanPro, Behalf and Parafin. Emerging players are Canopy Servicing, Ocrolus and Underwrite.ai / Zest AI. OnDeck (a Lighthouse company brand) is listed as an others.
Does Lendflow have an API?
Yes. Lendflow offers a unified API endpoint that handles submissions, scoring, offers, e-sign, and webhooks. The API enables brands to embed capital products and allows lenders to access high-intent SMB borrowers. One endpoint handles data, decisioning, and payouts, slashing integration time. Most partners can paste one script tag and go live in under 30 minutes; full API integrations typically ship in 30-45 days. The platform is described as flexible and modular with each component fully embeddable. Developer documentation is at www.lendflow.com/contact-us.
What industry is Lendflow in?
Lendflow's product category is Embedded Lending Infrastructure. Its primary akta.pro industry code is FSAGAHAL, Marketplace & Loan Aggregation Platforms (Borrower-Lender Matching), with a secondary code of FSAGALAD, Embedded Lending & Credit (POS, Working Capital, Credit Lines). Its NAICS code is 522310 and its SIC code is 6163.