Viably
Viably is a self-serve referral marketplace that matches e-commerce sellers with working capital from 25+ specialty lenders across the US, UK, EU, Canada, and Australia using a proprietary e-commerce scoring model with no hard credit pull.
- Company typePrivate
- Founded2022
- HeadquartersCary, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Viably does
Viably is a fintech referral marketplace that connects e-commerce sellers with working capital from a global network of specialty lenders. Founded by serial entrepreneur Doron Gordon in Cary, North Carolina, and backed by a $21 million seed round in July 2022 and a $50 million debt facility from Viola Credit in November 2023, Viably operates a self-serve web application where applicants create an account, answer business questions, and receive estimated pre-qualification and lender matches within roughly two minutes without a hard credit pull. The platform positions its proprietary e-commerce scoring model — purpose-built to interpret FBA receivables, SKU diversification, and marketplace velocity — as the core differentiator versus generic SMB loan aggregators.
The product surface is anchored by the Viably Platform and the specialized Viably Wholesaler Accelerator, the latter of which was launched in November 2023 to address cash flow patterns specific to Amazon wholesale operations. The lender network spans 25+ specialty providers across the US, UK, EU, Canada, and Australia, including named partners SellersFi, Wayflyer, Onramp, and Capec. Viably earns lender referral fees for successful introductions and does not make lending decisions itself; underwriting and pricing sit with the matched lender, and the seller-side service is free.
Go-to-market is product-led: the company relies on its website, organic search, and partner referral channels rather than a direct sales force, with company email ([email protected]) listed as the inbound partnership point of contact. Customer base is composed primarily of small and mid-sized e-commerce operators, and the company has signaled continued strategic investor support through a follow-on round in October 2024. Headcount is reported in the 11–50 range, consistent with an early-stage operating profile.
Viably firmographics
Firmographics- Name
- Viably
- Legal name
- Viably
- Website
- https://runviably.com
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Viably is a self-serve referral marketplace that matches e-commerce sellers with working capital from 25+ specialty lenders across the US, UK, EU, Canada, and Australia using a proprietary e-commerce scoring model with no hard credit pull.
- Ownership category
- akta.pro rank
Viably industry classification
Industry- Product category
- E-commerce Lending Marketplace
- NAICS
- Mortgage and Nonmortgage Loan Brokers (52231), Mortgage and Nonmortgage Loan Brokers (522310)
- SIC
- Loan Brokers (6163)
- akta.pro primary industry
- Marketplace / Multi-Lender POS Financing Aggregators (FSAGAIAJ)
- akta.pro secondary industries
- P2P Loan Syndication & Participation Platforms (FSAKAHAL), Loan Origination Platforms (LOS) & Digital Application Journeys (FSAGAHAA), Marketplace Enablement, Seller Tools & E-commerce Infrastructure (BPAMAGAK)
Keywords
Where Viably is headquartered
LocationHeadquarters
- HQ city
- Cary
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Viably business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations
Revenue model
- Lender Referral Fees: Viably operates as a referral marketplace, earning compensation from lenders when it refers qualified borrowers. The company matches e-commerce sellers with specialty lenders and receives referral fees for successful introductions.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels3 records
Viably product offering
Product offeringCore offering
Viably operates a referral marketplace that connects e-commerce sellers with 25+ specialty lenders for working capital and cash flow financing, delivering pre-qualification in approximately 2 minutes without a hard credit pull. The platform uses an e-commerce-specific scoring model that understands FBA receivables, SKU diversification, and marketplace velocity, and is offered free to sellers while Viably earns referral fees from lenders. A specialized product, the Viably Wholesaler Accelerator, provides working capital tailored to Amazon wholesalers, supported by a $50 million debt facility from Viola Credit.
Product overview
Viably operates as a unified referral marketplace for e-commerce sellers, combining its core platform with specialized financial products. The main Viably Platform serves as the primary offering, connecting e-commerce businesses with 25+ specialty lenders worldwide through instant pre-qualification. This core platform is complemented by the Viably Wholesaler Accelerator, a specialized product designed for Amazon wholesalers requiring tailored working capital solutions.
Differentiator
Problem solved
Functional benefit
Brands
- Viably Wholesaler Accelerator: A financial product providing flexible working capital tailored to address cash flow challenges for Amazon wholesalers.
Products and services
- Viably Platform Self-serve web-based referral marketplace that pre-qualifies e-commerce sellers in approximately 2 minutes without a hard credit pull and matches them with 25+ specialty lenders for working capital; offered free to sellers, with lenders paying referral fees to Viably.
- Viably Wholesaler Accelerator Flexible working capital solution tailored specifically for Amazon wholesalers to address cash flow challenges tied to wholesale purchasing and Amazon payout cycles, funded through a $50 million debt facility from Viola Credit.
Quantifiable outcome
- Pre-qualification in 2 minutes with no hard credit pull
- +1 more outcomes
Companies that use Viably
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles2 records
Viably technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Viably partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- Viably Wholesaler AcceleratorcoreNew financial product launched in partnership with Viola Credit's $50M facility. The product provides flexible working capital tailored specifically to address cash flow challenges for Amazon wholesalers.
- SellersFiminorSpecialty lender partner featured on Viably's platform providing working capital solutions for e-commerce sellers.
- WayflyerminorSpecialty lender partner featured on Viably's platform providing working capital solutions for e-commerce sellers.
- OnrampminorSpecialty lender partner featured on Viably's platform providing working capital solutions for e-commerce sellers.
- CapecminorSpecialty lender partner featured on Viably's platform providing working capital solutions for e-commerce sellers.
Scale indicators5 records
Recent moves7 records
Expansion highlights5 records
Viably competitors and assessment
Company assessmentMarket position
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Viably social profiles
Digital presenceViably financial estimates
Financial estimateRevenue estimate
Valuation estimate
Viably leadership team
Management profileNumber of profiles
Profiles1 record
Viably funding detail
Funding detailFunding overview
Funding rounds3 records
Investors7 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Viably 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 Viably
What does Viably do?
Viably operates a referral marketplace that connects e-commerce sellers with 25+ specialty lenders for working capital and cash flow financing, delivering pre-qualification in approximately 2 minutes without a hard credit pull. The platform uses an e-commerce-specific scoring model that understands FBA receivables, SKU diversification, and marketplace velocity, and is offered free to sellers while Viably earns referral fees from lenders. A specialized product, the Viably Wholesaler Accelerator, provides working capital tailored to Amazon wholesalers, supported by a $50 million debt facility from Viola Credit.
Is Viably a public or private company?
Viably is a private company. It is classified as venture growth investor backed and is currently operating.
When was Viably founded?
Viably was founded in 2022. It employs 11 to 50 people.
Where is Viably based?
Viably is headquartered in Cary, United States, in the North America region.
How does Viably make money?
One revenue line is on record: lender Referral Fees.
Does Viably have an API?
No public API is recorded for Viably.
What industry is Viably in?
Viably's product category is E-commerce Lending Marketplace. Its primary akta.pro industry code is FSAGAIAJ, Marketplace / Multi-Lender POS Financing Aggregators, with a secondary code of FSAKAHAL, P2P Loan Syndication & Participation Platforms. Its NAICS code is 52231 and its SIC code is 6163.