Become
Become is a free online matching platform that connects US and Australian small businesses with 900+ third-party loan products, using its MatchScore algorithm and LendingScore dashboard to optimize lender fit and funded outcomes.
- Company typePrivate
- Founded2018
- HeadquartersSan Mateo, United States
- Headcount11–50
- GTM typeB2B
- OfferingDigital Commerce or Content
What Become does
Become is a free online lead-generation and matching platform that connects small and medium-sized businesses with third-party lenders offering business loans and credit products across the United States and Australia. The platform is not itself a lender, broker, or financial adviser; instead, it operates under a marketing-services model, receiving advertising compensation from lenders whose products are listed on the site. Founded in 2018 and headquartered in San Mateo, California, with disclosed operations under the legal entity Become Co Ltd., the company reports having facilitated $410M+ in funding and matched 28,000+ businesses since launch.
The platform's core technology comprises two proprietary components: the MatchScore algorithm, which analyzes thousands of business attributes to match each SMB with optimal lenders and terms, and the LendingScore dashboard, which provides a deep business profile with prescriptive step-by-step tasks to improve funding odds. Become aggregates 900+ loan products from a network of partner lenders spanning US and Australian markets, organized across product categories (unsecured loans, lines of credit, invoice factoring, merchant cash advances, SBA loans, equipment financing, startup loans, asset-based lending) and vertical specializations (construction, restaurants, trucking, real estate, auto repair, manufacturing, retail, franchises, hotels, dentistry, contracting). The user journey is entirely self-serve: businesses apply online, submit bank statements, and receive tailored offers with automated cross-validation to improve approval rates.
Revenue is generated exclusively through advertising and referral fees paid by lender partners, with the borrower-facing product offered at no cost. The company has raised approximately $15.2M across three disclosed funding rounds in 2018-2019, with backing from Benson Oak Ventures, Entrée Capital, iAngels, Magenta Venture Partners, Rio Ventures, and Viola Credit. Become is led by CEO Eden Amirav (also referred to as Iri Amirav in co-founder capacity), CTO Uri Sittan, and director David Assia. The company employs 11-50 people and has earned media coverage in TechCrunch, Forbes, Inc., Business Insider, CrowdFund Insider, DeBanked, and Benzinga.
Become firmographics
Firmographics- Name
- Become
- Legal name
- Become Co Ltd.
- Website
- https://become.co
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Become is a free online matching platform that connects US and Australian small businesses with 900+ third-party loan products, using its MatchScore algorithm and LendingScore dashboard to optimize lender fit and funded outcomes.
- Ownership category
- akta.pro rank
Become industry classification
Industry- Product category
- SMB Lending Marketplace
- NAICS
- Mortgage and Nonmortgage Loan Brokers (52231), Mortgage and Nonmortgage Loan Brokers (522310)
- SIC
- Loan Brokers (6163)
- akta.pro primary industry
- P2P Small Business / SME Marketplace Lending (FSAKAHAC)
- akta.pro secondary industry
- Marketplace & Loan Aggregation Platforms (Borrower-Lender Matching) (FSAGAHAL)
Keywords
Where Become is headquartered
LocationHeadquarters
- HQ city
- San Mateo
- HQ country
- United States
- HQ region
- North America
Markets served
Become business model
Business model- GTM type
- B2B
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Advertising Compensation from Lenders: Become operates as a free online lead-generator and receives advertising compensation from lenders whose products are listed on the platform. This compensation can influence listing order and placement on the site.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free for borrowers |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
Become product offering
Product offeringCore offering
Become operates a free online marketplace that connects small and medium-sized businesses in the US and Australia with independent third-party lenders offering 900+ business loan products, including unsecured loans, lines of credit, invoice factoring, merchant cash advances, SBA loans, commercial vehicle loans, equipment loans, startup loans, and asset-based loans. The platform uses its proprietary MatchScore algorithm and LendingScore Dashboard to match applicants with optimal lenders, automate application review, and provide a step-by-step tailored funding plan.
Product overview
Become operates as a free online lead-generation platform that connects small and medium-sized businesses with independent third-party lenders. The platform aggregates multiple funding products including unsecured business loans, lines of credit, invoice factoring, merchant cash advances, SBA loans, commercial vehicle loans, equipment loans, startup loans, and asset-based loans. Become also offers industry-specific loan products for construction, restaurants, trucking, real estate, auto repair, manufacturing, retail, franchises, hotels, dentistry, and contracting. The platform features a LendingScore Dashboard for business profiling and a MatchScore Algorithm that matches businesses with optimal lenders. Become functions as a marketing lead generator and is not itself a lender.
Differentiator
Problem solved
Functional benefit
Products and services
- Become Business Funding Platform A free online lead-generation and matching platform that connects SMBs in the US and Australia with independent third-party lenders offering 900+ business loan products (unsecured loans, lines of credit, invoice factoring, merchant cash advances, SBA loans, commercial vehicle loans, equipment loans, startup loans, asset-based loans). For SMB business owners and founders seeking working capital, expansion financing, or industry-specific lending.
Quantifiable outcome
- 20% higher likelihood of receiving funding
- +1 more outcomes
Companies that use Become
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles1 record
Become technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Become partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and secondary.
- ValiantcoreMajor lending partner on Become's platform. Statistics: 20k businesses funded, 900+ products, 10 years in business, $2.5bn+ settled for businesses.
- Biz2CreditcoreRevenue-Based Financing partner offering $25k-$6m with decision as fast as 24 hours.
- Journey CapitalsecondaryQuick and convenient online financing with 10-minute online application, 3 credit products, 0 risk to credit score.
- ShiftsecondarySeamless onboarding with dedicated business specialists, credit and payment products suitable for all business needs.
- eBrokersecondaryQuick business loans from $5,000-$5 million, welcoming low credit scores and new/young businesses.
- KapituscoreHas funded over $2 billion and 25,000+ small businesses with variety of funding options up to $1 million.
- BizcapsecondaryUnsecured loans from $5K-$600K with easy renewal process, terms from 3-24 months.
- CapifysecondaryUp to $500K with quick approvals, funding within 24 hours, $650+ million funded.
- ProspacoreAustralian-focused lender offering fixed term loans up to $300K and flexible line of credit. Founded 2011, $1.35 billion lent to 24,000+ businesses. 4.9/5 Trustpilot rating.
Scale indicators12 records
Recent moves5 records
Expansion highlights5 records
Become competitors and assessment
Company assessmentBroad incumbents
- OnDeck: OnDeck (acquired by Enova) is a long-standing online SMB lender offering term loans and lines of credit. It is referenced in Become's CEO commentary about the consolidation wave and represents a direct SMB funding incumbent whose behavior affects Become's lender network.
- Funding Circle: Funding Circle is a publicly traded P2P SMB lending platform operating in the US, UK, and other markets. As a larger, established player in the same SMB lending space, it represents the broader incumbent benchmark for marketplace SMB lending models.
Direct peers
- Lendio: Lendio operates an SMB loan marketplace aggregating 75+ lenders offering SBA loans, lines of credit, equipment financing, and merchant cash advances. It is one of Become's most direct SMB-focused competitors with overlapping product breadth and PLG-style borrower funnels.
- Biz2Credit: Biz2Credit is an SMB lending platform and Become partner offering revenue-based financing from $25k–$6m. It straddles lender and marketplace roles and is a direct comparable in SMB funding matching and origination.
- SmartBiz Loans: SmartBiz is a fintech marketplace specializing in SBA loan origination, matching SMBs with SBA-preferred lenders via a streamlined online application. It is comparable to Become's SBA Loans module and overall SMB lending marketplace model.
- Fundera: Fundera (acquired by NerdWallet) is an SMB loan marketplace that matches small businesses with lenders across term loans, lines of credit, SBA loans, and equipment financing. It uses a similar online application-plus-matching model and serves the same SMB segment as Become.
- Nav: Nav provides SMBs with business credit monitoring plus a marketplace for funding matches across lenders. Its combined credit-data-plus-marketplace approach overlaps with Become's LendingScore dashboard and lender matching, serving the same SMB borrower.
- LendingTree: LendingTree is the largest US online loan marketplace connecting consumers and small businesses with multiple lenders across credit cards, mortgages, personal, and SMB loans. It competes head-on with Become in aggregating lender offers and earning referral fees, though it is much larger and broader in scope.
Emerging players
- Credibly: Credibly is an SMB working-capital platform offering merchant cash advances, lines of credit, and term loans to small businesses. It overlaps with Become's product catalog on the funding side and competes for the same SMB borrower segment.
Regional players
- Prospa: Prospa is a leading Australian online SMB lender (24k+ businesses funded, $1.35bn+ lent) and one of Become's core Australian partners. It is the dominant direct regional SMB lender that Become routes Australian borrowers to.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Become social profiles
Digital presenceBecome financial estimates
Financial estimateRevenue estimate
Valuation estimate
Become leadership team
Management profileNumber of profiles
Profiles4 records
Become funding detail
Funding detailFunding overview
Funding rounds3 records
Investors6 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Become 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 Become
What does Become do?
Become operates a free online marketplace that connects small and medium-sized businesses in the US and Australia with independent third-party lenders offering 900+ business loan products, including unsecured loans, lines of credit, invoice factoring, merchant cash advances, SBA loans, commercial vehicle loans, equipment loans, startup loans, and asset-based loans. The platform uses its proprietary MatchScore algorithm and LendingScore Dashboard to match applicants with optimal lenders, automate application review, and provide a step-by-step tailored funding plan.
Is Become a public or private company?
Become is a private company. It is classified as venture growth investor backed and is currently operating.
When was Become founded?
Become was founded in 2018. It employs 11 to 50 people.
Where is Become based?
Become is headquartered in San Mateo, United States, in the North America region.
How does Become make money?
One revenue line is on record: advertising Compensation from Lenders.
Who are Become's main competitors?
Broad incumbents on record are OnDeck and Funding Circle. Direct peers are Lendio, Biz2Credit, SmartBiz Loans, Fundera, Nav and LendingTree. Credibly is listed as an emerging player. Prospa is listed as a regional player.
Does Become have an API?
No public API is recorded for Become.
What industry is Become in?
Become's product category is SMB Lending Marketplace. Its primary akta.pro industry code is FSAKAHAC, P2P Small Business / SME Marketplace Lending, with a secondary code of FSAGAHAL, Marketplace & Loan Aggregation Platforms (Borrower-Lender Matching). Its NAICS code is 52231 and its SIC code is 6163.