Alliance Funding Group
Alliance Funding Group is a privately held U.S. equipment financing company, founded in 1998 and headquartered in Tustin, California, that provides leases, loans, and working capital to small, middle-market, and enterprise businesses across multiple industry verticals via direct sales and broker, bank, and vendor channel programs.
- Company typePrivate
- Founded1998
- HeadquartersTustin, United States
- Headcount101–250
- GTM typeB2B
- OfferingServices
What Alliance Funding Group does
Alliance Funding Group (AFG) is a privately held equipment financing company founded in 1998 and headquartered in Tustin, California. The firm originates equipment leases, loans, and working capital financing for U.S. small, middle-market, and enterprise businesses across 11+ industry verticals including agriculture, construction, healthcare, manufacturing, transportation, technology, federal and state/local government, and specialty coffee. Since inception AFG has financed over $3 billion in equipment to more than 26,000 customers, supported by a 101–250 person team.
AFG's core offering is structured as a four-tier product ladder: Application Only (transactions up to $500,000 with a one-page application and 12–84 month terms), Middle Market (up to $5MM+ with 100% financing including soft costs and 24–96 month terms), Large Ticket (up to $50MM with customized structures and risk-based pricing), and Working Capital (up to $2MM with no prepayment penalties and 3–18 month terms). The technology stack is not publicly disclosed and AFG appears to operate a traditional credit-driven origination model rather than a software platform; no proprietary AI, APIs, or SDKs are documented.
Revenue is generated primarily through interest spread, lease income, and fee income on the financed portfolio, supplemented by partner economics from three channel programs: a Broker Program serving non-competing lenders, a Bank Program offering private-label financing for banks, and a Vendor & Dealer Financing program embedding AFG products into equipment seller sales processes. Direct sales cover middle-market and large-ticket enterprise transactions. Distribution is single-country (U.S.) and no government incentives, regulatory actions, M&A activity, or outside institutional investors are disclosed; AFG's only recent external capital deployment was participation in Casca's $29M Series A (August 2025), framed as a strategic investment in AI lending tooling.
Alliance Funding Group firmographics
Firmographics- Name
- Alliance Funding Group
- Legal name
- Alliance Funding Group
- Website
- https://alliancefunding.com
- Company type
- Private
- Founded year
- 1998
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Alliance Funding Group is a privately held U.S. equipment financing company, founded in 1998 and headquartered in Tustin, California, that provides leases, loans, and working capital to small, middle-market, and enterprise businesses across multiple industry verticals via direct sales and broker, bank, and vendor channel programs.
- Ownership category
- akta.pro rank
Alliance Funding Group industry classification
Industry- Product category
- Equipment Leasing & Financing
- NAICS
- Sales Financing (52222)
- SIC
- Finance Lessors (6172), Short-Term Business Credit Institutions (6153)
- akta.pro primary industry
- Middle-Market Lending (FSANADAI)
Keywords
Where Alliance Funding Group is headquartered
LocationHeadquarters
- HQ city
- Tustin
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Alliance Funding Group business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Equipment Leasing & Financing: AFG provides equipment lease and loan financing across four tiers: Application Only (up to $500K with one-page application, 12-84 month terms), Middle Market (up to $5MM+, 100% financing including soft costs, 24-96 month terms), Large Ticket (up to $50MM with highly customized structures and risk-based pricing), and Working Capital (up to $2MM with no pre-payment penalties, 3-18 month terms).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Application Only: Transactions up to $500,000 with 12 to 84 month terms |
| Other | Multi-year contract | Middle Market: Transactions up to $5MM+ with 100% financing |
| Other | Multi-year contract | Large Ticket: Transactions up to $50MM with highly customized structures |
| Other | Multi-year contract | Working Capital: Transactions up to $2MM with no pre-payment penalties |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels3 records
Alliance Funding Group product offering
Product offeringCore offering
Alliance Funding Group provides equipment leasing, financing, and working capital solutions for small, medium, and enterprise-sized businesses across the United States. The company structures transactions across four tiers—Application Only (up to $500K), Middle Market (up to $5MM+), Large Ticket (up to $50MM), and Working Capital (up to $2MM)—and supplements its core lending with Broker, Bank, and Vendor & Dealer partner programs.
Product overview
Alliance Funding Group (AFG) is an equipment financing company operating since 1998 that offers a portfolio of financing products and partner programs. The core product line consists of four equipment financing tiers: Application Only (transactions up to $500,000), Commercial/Middle Market (up to $5MM+), Large Ticket (up to $50MM), and Working Capital (up to $2MM). These are complemented by three partnership programs—Bank Program (private-label financing for banks), Broker Program (for independent brokers), and Vendor & Dealer Financing (for equipment sellers). AFG does not offer a unified technology platform but rather direct financing services across multiple transaction sizes and industry verticals.
Differentiator
Problem solved
Functional benefit
Products and services
- Application Only
Quantifiable outcome
- Financed over $3B in equipment leases and loans
- +1 more outcomes
Companies that use Alliance Funding Group
Customer profileSegments5 records
Ideal customer profiles5 records
Alliance Funding Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Alliance Funding Group partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered minor.
- AACFB (American Association of Commercial Finance Brokers)minorIndustry membership organization for commercial finance brokers. AFG maintains membership as part of its broker program partnerships.
- NMSDC (National Minority Supplier Development Council)minorAFG maintains membership supporting minority business development through the NMSDC network.
- NEFA (National Equipment Finance Association)minorAFG maintains membership in the equipment finance industry association.
- ELFA (Equipment Leasing and Finance Association)minorAFG maintains membership in the primary equipment leasing and finance industry association.
- BBB (Better Business Bureau)minorAFG holds BBB accreditation demonstrating commitment to ethical business practices and consumer trust.
Scale indicators3 records
Recent moves5 records
Expansion highlights4 records
Alliance Funding Group competitors and assessment
Company assessmentDirect peers
- Marlin Business Services (now called Mizuho Marlin): Specialty equipment finance lender focused on small and middle-market businesses with a heavy reliance on vendor and broker channels. Same transaction-size focus (sub-$1MM core, scaling into middle market) and equipment-only origination model as AFG.
- TimePayment Corp: US equipment leasing and finance company focused on small-ticket transactions and vendor/broker channel originations. Direct competitor to AFG's Application Only tier and broker program in the under-$500K segment.
- Pacific Rim Capital: Specialty equipment finance and leasing company focused on middle-market commercial equipment transactions across the US. Comparable in deal size, customer profile, and direct + channel-led origination approach.
- Balboa Capital: Direct equipment finance and working capital lender to US small and mid-sized businesses, with multi-tier product offerings and an online application experience. Highly comparable to AFG's Application Only and Working Capital tiers.
- Verdant Commercial Capital: Middle-market equipment finance company serving small businesses across the US with a vendor-capture-focused model. Comparable to AFG in deal size range, industry breadth, and emphasis on vendor and broker partnerships.
- GreatAmerica Financial Services Corporation: Large US independent equipment finance company offering leasing and loans across vendor, middle-market, and large-ticket segments. Closely comparable to AFG in product breadth, channel mix (vendor captive, broker, direct), and target customer profile.
- Orion First Finance: Specialty equipment finance lender targeting the lower-middle market with a relationship-based origination model. Comparable customer profile (small/middle-market businesses needing $250K–$5MM tickets) and equipment-only focus.
Broad incumbents
- DLL (De Lage Landen): Global equipment finance vendor-capture specialist active in agriculture, construction, healthcare, and transportation. Overlaps with AFG's vendor/dealer channel and industry verticals, but at materially larger scale and international reach.
- CIT Group / First Citizens Bank Equipment Finance: Large, established US equipment and asset-based finance franchise now owned by First Citizens. Competes with AFG in the middle-market and large-ticket tiers but serves a much broader client base and benefits from bank-level funding cost.
Regional players
- CSC Leasing: US-focused equipment leasing company serving small and mid-sized businesses with a multi-channel origination strategy similar to AFG's. Comparable transaction size range and vendor/broker-driven distribution model.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Alliance Funding Group social profiles
Digital presenceAlliance Funding Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Alliance Funding Group leadership team
Management profileNumber of profiles
Profiles2 records
Alliance Funding Group funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Alliance Funding Group M&A and investment
M&A and investmentM&A
Investments1 record
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Alliance Funding Group
What does Alliance Funding Group do?
Alliance Funding Group provides equipment leasing, financing, and working capital solutions for small, medium, and enterprise-sized businesses across the United States. The company structures transactions across four tiers—Application Only (up to $500K), Middle Market (up to $5MM+), Large Ticket (up to $50MM), and Working Capital (up to $2MM)—and supplements its core lending with Broker, Bank, and Vendor & Dealer partner programs.
Is Alliance Funding Group a public or private company?
Alliance Funding Group is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Alliance Funding Group founded?
Alliance Funding Group was founded in 1998. It employs 101 to 250 people.
Where is Alliance Funding Group based?
Alliance Funding Group is headquartered in Tustin, United States, in the North America region.
How does Alliance Funding Group make money?
One revenue line is on record: equipment Leasing & Financing.
Who are Alliance Funding Group's main competitors?
Direct peers on record are Marlin Business Services (now called Mizuho Marlin), TimePayment Corp, Pacific Rim Capital, Balboa Capital, Verdant Commercial Capital, GreatAmerica Financial Services Corporation and Orion First Finance. Broad incumbents are DLL (De Lage Landen) and CIT Group / First Citizens Bank Equipment Finance. CSC Leasing is listed as a regional player.
Does Alliance Funding Group have an API?
No public API is recorded for Alliance Funding Group.
What industry is Alliance Funding Group in?
Alliance Funding Group's product category is Equipment Leasing & Financing. Its primary akta.pro industry code is FSANADAI, Middle-Market Lending. Its NAICS code is 52222 and its SIC code is 6172.