upSWOT
upSWOT is a white-label embedded finance platform aggregating data from 170+ SaaS apps to deliver SMB business insights via widgets and APIs. It serves hundreds of banks, credit unions, and fintechs through pre-integrations with leading digital banking providers.
- Company typePrivate
- Founded2019
- HeadquartersFort Mill, United States
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
What upSWOT does
upSWOT (Upswot Inc.) is a white-label embedded finance and business intelligence platform founded in 2019 and headquartered in Fort Mill, South Carolina, with a Delaware-registered office in Wilmington. The company aggregates data from 170+ SaaS business applications across 14 categories — including accounting, banking, CRM, ERP, e-commerce, payments/POS, payroll, marketing, credit bureaus, analytics, tax, and cryptocurrency — and delivers actionable SMB insights through customizable embeddable widgets and a three-tier REST API (Raw Data, Normalized Data, Ready-to-use intelligence). Its AI/ML-based intelligence engine combines predictive analytics, NLP-driven insights, anomaly detection, and behavioral finance models to produce cash flow forecasts, business valuations, credit scores, KPIs, and personalized product recommendations.
upSWOT firmographics
Firmographics- Name
- upSWOT
- Legal name
- Upswot Inc.
- Website
- https://upswot.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- upSWOT is a white-label embedded finance platform aggregating data from 170+ SaaS apps to deliver SMB business insights via widgets and APIs. It serves hundreds of banks, credit unions, and fintechs through pre-integrations with leading digital banking providers.
- Ownership category
- akta.pro rank
upSWOT industry classification
Industry- Product category
- Embedded Finance & SMB Business Intelligence Software
- NAICS
- Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (51821), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518), Custom Computer Programming Services (541511)
- SIC
- Services-Prepackaged Software (7372), Services-Computer Processing & Data Preparation (7374)
- akta.pro primary industry
- Embedded Lending & Credit (POS, Working Capital, Credit Lines) (FSAGALAD)
- akta.pro secondary industries
- Credit & Underwriting Data Services (alt data feeds, affordability, bureau augmentation) (FSAGACAH), Risk, Compliance & Controls for Embedded Finance (KYB/KYC/AML, Fraud, Disputes) (FSAGALAK), Data & Analytics Platforms (Data Warehousing, Lakes, Streaming) (HDABAAAF)
Keywords
Where upSWOT is headquartered
LocationHeadquarters
- HQ city
- Fort Mill
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
upSWOT business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- SaaS Subscription: Subscription-based software-as-a-service model with fees billed in advance on a recurring basis (monthly, annually, or multi-year). Some features available for free while others require payment. Fees are non-refundable and non-transferable.
- White-Label / OEM Licensing: White-label embedded finance platform that financial institutions deploy within their digital banking environments. Revenue generated through licensing agreements with FIs who embed upSWOT widgets and APIs.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Subscription-based SaaS with tiered pricing based on features and usage |
| Subscription | Monthly | Monthly billing option available |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels7 records
upSWOT product offering
Product offeringCore offering
upSWOT provides a white-label embedded finance and business intelligence platform that financial institutions embed into their digital banking environments to deliver SMB customers with real-time business insights, credit monitoring, cash flow forecasting, underwriting analytics, and portfolio management tools. The platform aggregates data from 170+ business SaaS applications across 14 categories and serves insights through customizable embeddable widgets and a three-tier REST API, pre-integrated with leading digital banking providers such as Alkami, Q2, Banno, MX, and Mastercard.
Product overview
upSWOT is a white-label embedded finance and business management platform designed to make any financial institution the go-to source for small business health information and advice. The platform consists of two core products: upSWOT FI View for financial institutions to deliver SMB underwriting insights and relationship management, and upSWOT Business View for small businesses to access financial health monitoring and business intelligence. Supporting infrastructure includes the Admin Panel for FI user management and configuration, and Developer Sandbox for integration testing. The platform integrates with 170+ business applications across 14 data categories (accounting, banking, CRM, ERP, e-commerce, payments, payroll, marketing, credit bureaus, social media, analytics, tax, cryptocurrency) and delivers actionable insights through customizable embeddable web components deployed with just 3 lines of code. Key sub-products include underwriting analytics, credit score monitoring, cash flow forecasting, business valuation, carbon footprint tracking, e-commerce analytics, and marketing performance tools.
Differentiator
Problem solved
Functional benefit
Brands
- UPTIQ: Parent brand under which upSWOT operates as part of the UPTIQ Data Gateway platform.
Products and services
- upSWOT FI View Embedded finance and insights platform for financial institutions delivering underwriting data, early warning systems, and relationship management tools to help lenders and relationship managers with actionable business customer insights and proactive alerts. Used by banks, credit unions, and fintechs to monitor portfolio-level churn, engagement, marketing efficiency, and loyalty metrics across their SMB customer base.
- upSWOT Business View Embedded business management tools for small and medium businesses, providing real-time insights, credit score monitoring, cash flow forecasting, payment calendars, business valuation, and financial health monitoring delivered within the financial institution's digital banking environment. Built from data aggregated across 170+ connected business apps.
- upSWOT Web Components (Widget Library) Embeddable widget library of customizable components including Accounts, Business Valuation, Cash Flow Forecast, Credit Score, Key Metrics, Payment Calendar, Carbon Footprint, Marketing, eCommerce & Sales, Insights, App Connector, and Credit Score Connector. Deployed with just 3 lines of code, fully white-label customizable, and embeddable via component tags.
- Developer Sandbox Sandbox environment for developers to quickly develop and test integrations with the upSWOT platform before production deployment. Available at sandbox.upswot.com with admin login and authentication object parameters or JWT token authorization support.
- upSWOT REST API (Three-Tier Data API) REST API offering three endpoint tiers: Type I (Raw Data) providing 280+ unformatted data types from integrated apps including AR/AP, P&L, balance sheet, sales, churn, CAC, ARR, LTV; Type II (Normalized Data) cleaned and structured by app category; Type III (Ready-to-use) output of the intelligence engine including forecasts, insights, KPIs, and benchmarks. Supports webhooks for real-time event notifications and Bearer JWT token authentication.
- Admin Panel Primary administration tool for the Business Analytics Dashboard enabling FI users to monitor and analyze client portfolios, manage system settings, configure dashboard customization, insights templates, marketing, reporting, and user roles.
Quantifiable outcome
- 30% increase in cross-sell and up-sell for financial institution customers
- +2 more outcomes
Companies that use upSWOT
Customer profileNamed customers8 records
Segments3 records
Ideal customer profiles3 records
upSWOT technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration53 records
AI capability9 records
Feature7 records
upSWOT partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered minor, core and flagship.
- MovenminorPartnership with Moven, a digital banking innovator. Talene Shuck, Head of Sales and Client Success, stated 'upSWOT is doing vital and unique work in the flourishing SMB space. And entering this sector with such a formidable partner is a great opportunity.' Focus on digital economy expansion and SMB support for fintechs and community financial institutions.
- TemenoscorePartnership with Temenos, a leading banking software company. Martin Bailey, Product Director Innovation and Ecosystem, stated 'upSWOT is highly complementary to our business banking solution... banks can obtain actionable data to engage meaningfully with their customers and create deeper relationships.' upSWOT integrates with Temenos platform to serve SME clients.
- First Southern National BankcoreFirst Southern National Bank partnered with upSWOT for SMB lending and relationship management. CEO Alex Keltner stated 'upSWOT's technology creates a unique win-win situation for financial institutions and their SMB customers. Banks and FinTechs can now offer timely credit products and efficiently scale their portfolio servicing operations.'
- EnvestnetcoreEnvestnet partnered with upSWOT to bring data-powered solutions to SMBs. Farouk Ferchichi, Global Head of Data and Analytics, stated 'Entering the SMB space will bring data-powered solutions to a wide range of business owners.' Deepens Envestnet's data and technology capabilities in SMB market.
- MphasisflagshipPartnership through Mphasis Sparkle InnovationProgram. Dinesh Venugopal, Mphasis Direct and Digital, stated 'upSWOT is helping reimagine the way banks engage with and grow their relationships with SMBs.' Flagship tier partnership for digital transformation.
- Sunwest BankcoreSunwest Bank partnered with upSWOT to provide insights and business benefit to customers. Matthew March, CIO, stated 'The partnership between upSWOT and Sunwest Bank will provide great value, insight, and business benefit to our existing and future customers.'
- Standard Chartered BankflagshipStandard Chartered partnered with upSWOT for SME banking. Rebecca Licciardi, Head Business Banking Partnerships, stated 'Standard Chartered is deeply committed to supporting SMEs... our initiative with upSWOT is a perfect example of the Bank providing beyond-banking capabilities to our clients.' Focus on helping SMEs digitize their business.
- MXcoreMX partnered with upSWOT for SMB financial wellness. Don Parker, EVP of Partnerships, stated 'MX and upSWOT are innovating together to help SMBs, who create two-thirds of net new jobs in the U.S., plan for better success.' Both companies focused on financial strength.
- Wipro LimitedcoreWipro partnered with upSWOT for BFSI sector solutions. Harpreet Arora, Global BFSI Domain & Solutions Head, stated 'data is a strategic asset, and when harnessed properly, will improve business outcomes for small and medium size business.' Wipro delivers upSWOT to their BFSI clients.
- Republic BankcoreRepublic Bank partnered with upSWOT combining personal relationships with advanced technology. Steven Campanella, Executive Vice President, stated belief that this combination 'will position our business clients for success.'
- AlkamiflagshipAlkami partnered with upSWOT for their business banking solutions suite. Stephen Bohanon, Founder/Chief Strategy & Product Officer, stated 'Adding upSWOT to our suite of business banking solutions brings our clients-regional banks and credit unions-the data aggregation, visualization, and analytics they need.'
- MastercardflagshipMastercard partnered with upSWOT for open banking solutions. Andy Sheehan, EVP U.S. Open Banking, stated 'Open banking is emerging as a powerful solution to fuel new and improved financial services for small business owners.' Enables FIs to offer SMBs ability to benefit from financial data.
Scale indicators5 records
Expansion highlights6 records
upSWOT competitors and assessment
Company assessmentDirect peers
- Plaid: Plaid is a leading open-banking data aggregation platform connecting bank accounts, transactions, and increasingly SaaS app data to FI and fintech applications. It is a direct competitor in the FI-facing financial data aggregation layer that upSWOT also serves, with comparable pre-integrations to digital banking platforms and similar SMB-data use cases.
- Finicity (Mastercard): Finicity, a Mastercard company, provides open-banking data aggregation and consumer-permissioned financial data connectivity. It is a direct peer because it competes for the same FI integrations, supports similar underwriting and SMB analytics use cases, and benefits from Mastercard's distribution — overlapping with upSWOT's flagship Mastercard partnership.
- MX: MX is an open-banking and financial data platform explicitly partnered with upSWOT for SMB financial wellness. It competes in the same FI-facing data-aggregation-and-insights space and offers comparable SMB wellness, categorization, and analytics capabilities through digital banking integrations.
- TrueLayer: TrueLayer is an open-banking API platform primarily serving UK and European markets with bank connectivity and financial data aggregation for fintechs and FIs. It is comparable to upSWOT as a developer-first data-aggregation platform with FI distribution, though it is currently more regional in scope.
- Akoya: Akoya is an open-banking data access network providing permissioned financial data sharing between FIs and data recipients. It competes directly with upSWOT's data-aggregation layer for FI integrations and SMB financial data use cases including lending and account verification.
Broad incumbents
- Experian (Business Information): Experian is a global credit bureau providing business credit data, scoring, and monitoring that upSWOT integrates with. As a broad incumbent, it also offers SMB credit insights and lending intelligence products that overlap with upSWOT's Credit Score and underwriting use cases, making it both a data source and a competitor.
- Equifax: Equifax is a major credit bureau providing business credit reports, scores, and monitoring integrated by upSWOT. As a broad incumbent, Equifax's broader SMB data, analytics, and decisioning portfolio overlaps with upSWOT's underwriting and credit-monitoring value propositions at enterprise FI customers.
- Finastra: Finastra is a large core-banking and financial software provider serving global FIs and already pre-integrated with upSWOT. As a broad incumbent, Finastra's broader SME banking, lending, and analytics portfolio overlaps with upSWOT's FI View capabilities, positioning it as both a partner and a potential competitor.
- Yodlee (Envestnet): Yodlee, owned by Envestnet, is an established financial data aggregation platform serving large FIs, fintechs, and lenders with account connectivity, categorization, and analytics. Notably, Envestnet is already an upSWOT partner — making Yodlee both a partner-ecosystem incumbent and a credible broader competitor in FI data aggregation.
Regional players
- Tink: Tink, owned by Visa, is a European open-banking platform providing bank connectivity, account data, and payment initiation. It is comparable to upSWOT as a developer-first, FI-distributed data platform but operates primarily in Europe rather than competing directly in upSWOT's core US/global SMB market.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks1 record
Key highlights3 records
Customer concentration
upSWOT social profiles
Digital presenceupSWOT compliance and trust
Trust signalCompliance2 records
upSWOT financial estimates
Financial estimateRevenue estimate
Valuation estimate
upSWOT leadership team
Management profileNumber of profiles
Profiles2 records
upSWOT funding detail
Funding detailFunding overview
Funding rounds4 records
Investors10 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
upSWOT 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 upSWOT
What does upSWOT do?
upSWOT provides a white-label embedded finance and business intelligence platform that financial institutions embed into their digital banking environments to deliver SMB customers with real-time business insights, credit monitoring, cash flow forecasting, underwriting analytics, and portfolio management tools. The platform aggregates data from 170+ business SaaS applications across 14 categories and serves insights through customizable embeddable widgets and a three-tier REST API, pre-integrated with leading digital banking providers such as Alkami, Q2, Banno, MX, and Mastercard.
Is upSWOT a public or private company?
upSWOT is a private company. It is classified as venture growth investor backed and is currently operating.
When was upSWOT founded?
upSWOT was founded in 2019. It employs 51 to 100 people.
Where is upSWOT based?
upSWOT is headquartered in Fort Mill, United States, in the North America region.
How does upSWOT make money?
Two revenue lines are on record. SaaS Subscription is the primary driver. The others are white-Label / OEM Licensing.
Who are upSWOT's main competitors?
Direct peers on record are Plaid, Finicity (Mastercard), MX, TrueLayer and Akoya. Broad incumbents are Experian (Business Information), Equifax, Finastra and Yodlee (Envestnet). Tink is listed as a regional player.
Does upSWOT have an API?
Yes. upSWOT offers a REST API enabling developers to build integrations with the platform. The API provides three types of endpoints: (1) Raw Data — unformatted data received directly from integrated apps including AR/AP, bank accounts, balance sheet, P&L, sales, churn rate, CAC, ARR, LTV, and 280+ other data types; (2) Normalized Data — cleaned, normalized, and structured data organized by app category; (3) Ready-to-use — output of the upSWOT intelligence engine including forecasts, insights, KPIs, and benchmarks. The API supports webhooks for real-time event notifications during SMB users' data connection and update processes. Authentication uses Bearer JWT tokens. A developer sandbox environment is available for testing at sandbox.upswot.com/admin/#/login. The platform also offers embeddable web components (widgets) that can be integrated with just a few lines of code, using either auth object parameters or JWT token for authorization. API version v5.10 introduced ready-to-use credit score endpoints (search, connect, get, disconnect, and credit bureau policy) for leveraging business credit score data. Developer documentation is at docs.upswot.com/reference/upswot-api-reference.
What industry is upSWOT in?
upSWOT's product category is Embedded Finance & SMB Business Intelligence Software. Its primary akta.pro industry code is FSAGALAD, Embedded Lending & Credit (POS, Working Capital, Credit Lines), with a secondary code of FSAGACAH, Credit & Underwriting Data Services (alt data feeds, affordability, bureau augmentation). Its NAICS code is 51821 and its SIC code is 7372.