What APPROVE does

APPROVE (legal entity KWIPPED, Inc.) is a B2B embedded financing SaaS platform that enables equipment sellers, OEMs, and distributors to offer custom-branded lending at every point of sale — websites, product pages, quotes, shopping carts, showrooms, and tradeshow floors. The platform matches each buyer application with up to three competing equipment finance lenders and uses a machine learning algorithm to optimize for approval likelihood and best-fit terms across the credit spectrum. The product was incubated inside KWIPPED, an online B2B equipment marketplace founded in 2015, officially launched in May 2021 after a year-long pilot, and adopted as the corporate identity in February 2022 when KWIPPED rebranded to APPROVE. The company is headquartered in Wilmington, NC, and operates with 11–50 employees.

The platform is distributed across multiple integration surfaces: a web plugin, hosted application, QR code generator, full programmatic API (with webhook notifications and HMAC SHA256 / AES-256-CBC encryption), native integrations with Shopify, WooCommerce, BigCommerce, Magento, Wix, and Volusion, a Chrome extension (April 2022), and the APPROVE on the Move mobile app (June 2022). APPROVE OEM, launched November 2022, extends the platform to equipment manufacturers seeking a turnkey, white-label Virtual Captive Finance program; the Leica Geosystems integration on shop.leica-geosystems.com is the most prominent enterprise deployment. AI capability is anchored by FinanceMyQuote.ai (March 2026), an AI-powered tool that embeds financing into seller quotes in seconds, plus automated approval workflows.

APPROVE's revenue mechanics combine a quote-based SaaS subscription (pricing undisclosed publicly) with a platform fee of up to 0.50% on Stripe-processed transactions. The customer base spans SMB and mid-market equipment dealers (Pizza Solutions, Zadoon, Senya Crushers, Southeastern Equipment & Supply) and enterprise OEMs (Leica Geosystems), with a vertical focus that includes food service, construction, medical, industrial, manufacturing, specialty vehicles, drones, and coffee equipment. The company is venture-backed, having raised a $3 million Series A in June 2023 (Cofounders Capital, Live Oak Ventures, VentureSouth) following earlier undisclosed rounds from VentureSouth, The Angel Roundtable, and Wolfpack Investor Network.

Name

APPROVE

Legal name

KWIPPED, Inc.

Website

https://approvepayments.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

APPROVE is a B2B embedded financing SaaS platform that lets equipment sellers and OEMs offer custom-branded lending at every point of sale by matching buyers with up to three competing equipment finance lenders via ML-driven matching, distributed via plugins, API, mobile, and Chrome extension.

Ownership category

akta.pro rank

Product category

Embedded Equipment Financing Software

NAICS

Sales Financing (52222), Financial Transactions Processing, Reserve, and Clearinghouse Activities (522320)

SIC

Services-Prepackaged Software (7372), Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

B2B / Invoice-Based BNPL (Trade Credit at Checkout) (FSAGAIAC)

Keywords

• Embedded equipment financing
• Point-of-sale lending platform
• Lender matching software
• B2B lending SaaS
• Equipment finance marketplace

Headquarters

HQ city

Wilmington

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Pricing tiers

Go-to-market motion4 records

Distribution channels3 records

Marketing channels9 records

Core offering

APPROVE provides a B2B SaaS platform that embeds equipment financing directly into seller websites, quotes, product pages, and point-of-sale systems. Equipment buyers complete a 60-second application that is matched via a machine learning algorithm against a curated network of competing lenders, returning up to 3 side-by-side offers. The platform is delivered via web plugin, hosted microsite, QR code, mobile app, Chrome extension, and a full programmatic API.

Product overview

APPROVE is a B2B embedded financing SaaS platform enabling equipment sellers to offer financing at every point of sale. The core APPROVE Platform connects buyers with a curated network of competing lenders through data-driven matching technology. Key products include the Web Plugin, Hosted Application, and QR Code integration modules for embedding financing options. The portfolio includes FinanceMyQuote.ai (AI-powered quote integration), APPROVE OEM (captive finance for manufacturers), and specialized financing products (Equipment Financing, Working Capital Loans, SBA Loans, Section 179 tax benefits). Additional offerings encompass the Partner Marketing Hub and Co-Op Cash Program for dealer support, plus mobile app and Chrome extension tools for sales teams. The platform was developed by KWIPPED Inc., which rebranded to APPROVE in 2022, and is headquartered in Wilmington, NC.

Differentiator

Problem solved

Functional benefit

Brands

• FinanceMyQuote.ai™: AI-powered tool that enables equipment sellers to embed financing directly into quotes in seconds.
• APPROVE OEM
• APPROVE on the Move

Products and services

• APPROVE Platform SaaS platform that lets equipment sellers offer a custom-branded, multi-lender financing program embedded at every point of sale (websites, quotes, stores, showrooms) and matches buyers with up to 3 competing lender offers.
• APPROVE API Full programmatic REST API providing complete access to APPROVE functions, including webhook notifications and encrypted PII handling (HMAC SHA256, AES-256-CBC), for embedding financing into custom internal systems, quotes, CPQ tools, CRM, marketing automation, and display advertising.
• FinanceMyQuote.ai AI-powered tool that enables equipment sellers to embed financing directly into quotes in seconds, automating financing integration into the quoting workflow.
• Equipment Financing Equipment financing solutions for buyers including capital leases and various term options sourced through the APPROVE network of competing lenders.
• Working Capital Loans Business loans to access funds quickly for managing cash flow, covering expenses, and seizing growth opportunities for equipment buyers.
• Long-Term SBA Loans Small Business Administration loans providing long-term financing options for equipment purchases through approved SBA lenders in the APPROVE network.
• Section 179 Tax advantage program enabling businesses to deduct the full value of financed equipment in the year of purchase, packaged with APPROVE financing offers.
• APPROVE OEM Turnkey custom-branded Virtual Captive Finance platform that enables equipment manufacturers (OEMs) of all sizes to offer branded financing programs to their distributors and end customers.
• APPROVE on the Move Mobile application available on Apple and Android that helps equipment sales teams present embedded financing options at every point of influence along the buyer's journey from mobile devices.
• APPROVE Chrome Extension Chrome browser extension that enables equipment sales teams to offer financing with ease and provide estimated monthly financing costs in seconds directly from the browser.
• Equipment Seller Platform Platform for equipment sellers to offer their customers a custom-branded finance program embedded at every point of sale, with supplier portal, customer portal, and lender-matching tools.
• Partner Marketing Hub Marketing resources and tools to help equipment dealers attract more buyers and close more deals by promoting financing earlier in the sales process.
• Co-Op Cash Program Cooperative advertising program that allows partners to share marketing costs for promoting equipment financing programs.

Quantifiable outcome

• 79% of equipment buyers are looking for financing — APPROVE captures those deals by embedding financing options at every point of sale
• +3 more outcomes

Named customers5 records

Segments11 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability5 records

Feature10 records

Partnerships

One partnership is on record.

• Leica GeosystemscoreOEM/ Whitelabel/ Licensing Partner · 10 November 2021Leica Geosystems (part of Hexagon) integrated APPROVE technology into shop.leica-geosystems.com, offering custom-branded, tech-driven equipment financing for eCommerce customers. APPROVE enables Leica-branded financing experience where customers can apply without leaving the Leica website.

Scale indicators6 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Currency: Currency is a B2B embedded finance and trade financing platform that connects SMBs with a network of lending partners. APPROVE competes most directly with Currency in the embedded multi-lender B2B financing marketplace model.
• Snap Finance: Snap Finance provides lease-to-own and financing for equipment, furniture, and automotive purchases at point of sale. It overlaps with APPROVE in B2B/B2C equipment financing, particularly for higher-ticket items.
• TreviPay (formerly Apruve): TreviPay is a B2B embedded payments and trade credit network serving marketplaces and sellers. Its multi-lender network approach to B2B credit closely mirrors APPROVE's competing-lender marketplace design.
• TimePayment: TimePayment is an equipment financing and leasing company serving SMBs and equipment vendors. Its vendor-channel origination model and equipment-finance focus make it a comparable lender-partner to APPROVE's network.
• Behalf: Behalf provides embedded B2B financing and net-terms payment solutions to merchants and their SMB customers, similar to APPROVE's model of embedding financing offers at seller point-of-sale.
• Resolve: Resolve is a B2B embedded payments and credit platform enabling net terms and financing at the point of sale. It targets B2B marketplaces and sellers in a similar use-case profile to APPROVE's equipment-seller integrations.
• Balance: Balance is a B2B payments and financing platform offering credit and net-terms solutions to SMBs via integrations with B2B sellers. Its product-led growth approach to embedded B2B credit aligns with APPROVE's seller-embed GTM.
• Kafene: Kafene is a point-of-sale lease-to-own and financing platform for essential purchases including equipment, furniture, and appliances. Like APPROVE, it embeds financing at checkout and serves SMB buyers, making it a direct competitor in the B2B/B2C equipment financing space.

Broad incumbents

• CIT Group (Equipment Finance): CIT is a large, established equipment-finance lessor with broad vendor and direct channels. It represents the incumbent large-lender alternative against which APPROVE's network competes for approval flow.
• Ascentium Capital: Ascentium Capital is a large equipment-finance provider offering vendor and direct financing across verticals. As one of the lenders that could sit inside APPROVE's network, it is both a potential partner and competitive benchmark.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/APPROVE_Fintech
• Facebookfacebook.com/Approve-Payments
• LinkedInlinkedin.com/company/approvepayments
• Instagraminstagram.com/approveculture

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors3 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 APPROVE