What NEWITY does

NEWITY is a Chicago-based fintech operating a digital marketplace and small business lending platform that connects U.S. small businesses with SBA-backed loan products and complementary business services. Founded in 2020 by co-CEOs Luke LaHaie and David Cody, the company began by facilitating PPP loans during the COVID-19 pandemic and has since pivoted to become the #1 SBA 7(a) loan facilitator in the United States. Its portfolio spans SBA 7(a) Loans (up to $350,000), proprietary NEWITY Growth Term Loans (up to $200,000), and two new SBA programs launching in May 2026 — SBA Made in America Loans and SBA Grocery Guarantee Loans (each up to $1,000,000) — targeting U.S. manufacturers and food supply chain businesses respectively. NEWITY has facilitated over $12 billion in capital for 125,000+ businesses cumulatively.

The underlying technology stack pairs AI-driven underwriting automation with blockchain-enabled capital markets infrastructure integrated through the Canton Network, with Plaid powering automated bank-statement ingestion. The customer-facing experience is a 10-minute self-serve digital application (portal.newitymarket.com) producing a 3x faster funding timeline than the national average, backed by an inside sales team and a referral partner network spanning CPAs, financial advisors, brokers, banks, community organizations, and enterprise/fintech platforms. A complementary marketplace layer aggregates third-party services (FairFigure for credit building, Lili for banking, Simply Business for insurance, Vyde for accounting, and Breef for marketing).

The business model is primarily transaction-fee based: NEWITY operates as a Lender Service Provider for Northeast Bank (the SBA program participant), generating origination and servicing economics from SBA 7(a) loans and the new vertical SBA programs. Secondary revenue streams include interest income from the proprietary Growth Term Loan portfolio (currently paused), Employee Retention Credit processing services, and potential affiliate/referral fees from the marketplace. Go-to-market combines a self-serve digital portal, an inside sales team for conversion, and an expanding referral partner program. Ownership remains concentrated with the co-founders; the only disclosed external capital is an $11 million strategic investment from CMT Digital announced in February 2026, earmarked for AI infrastructure and blockchain capital markets expansion.

Name

NEWITY

Legal name

NEWITY LLC

Website

https://newitymarket.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

101–250 employees

Short description

NEWITY is a Chicago-based fintech platform that facilitates SBA 7(a) and proprietary small business loans up to $1,000,000 for U.S. SMBs, operating as a Lender Service Provider for Northeast Bank with AI-driven underwriting, a 10-minute digital application, and a complementary marketplace of business services.

Ownership category

akta.pro rank

Product category

Small Business Lending

NAICS

Activities Related to Credit Intermediation (5223)

SIC

Loan Brokers (6163)

akta.pro primary industry

SBA/Government-Backed & Development Finance Loans (FSAKAGAI)

akta.pro secondary industry

Alternative Data & Credit Scoring (Cashflow, Telco, Utility, Open Banking) (FSAGAHAC)

Keywords

• SBA loan facilitation
• Small business lending
• AI-driven underwriting
• Growth term loans
• Digital lending platform

Headquarters

HQ city

Chicago

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. SBA 7(a) Loan Facilitation: NEWITY operates as a Lender Service Provider for Northeast Bank, facilitating SBA 7(a) loans. Revenue is generated through fees from the lending process as the intermediary between small business borrowers and the SBA-backed lender.
2. NEWITY Growth Term Loans: Proprietary loan product provided in partnership with Northeast Bank, up to $200,000. Revenue generated through interest on the loan portfolio. Currently paused due to high demand.
3. SBA Grocery Guarantee & Made in America Loans: Facilitation of additional SBA loan programs for food supply chain and manufacturing businesses, generating transaction-based revenue.
4. Marketplace Services: NEWITY operates a marketplace connecting small businesses with service providers including FairFigure (credit building), Lili (banking), Simply Business (insurance), and Vyde (accounting/taxes), potentially generating referral/referral fees.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

NEWITY is a digital lending platform and service marketplace that facilitates SBA 7(a) loans up to $350,000 and offers its own NEWITY Growth Term Loans up to $200,000 for U.S. small businesses, processing loans 3x faster than the national average through AI-driven underwriting. Operating as a Lender Service Provider for Northeast Bank, the company also runs a marketplace connecting small businesses with third-party service providers for credit building, banking, insurance, and accounting needs.

Product overview

NEWITY operates as a digital marketplace and technology platform for small business capital access, offering a portfolio of loan products and services. The core offering includes SBA 7(a) Loans (up to $350,000) as the flagship product, supplemented by proprietary NEWITY Growth Term Loans (up to $200,000). In 2026, NEWITY expanded with SBA Made in America Loans and SBA Grocery Guarantee Loans (up to $1,000,000 each) targeting specific sectors. The platform also provides an ERC processing service for Employee Retention Credits and maintains a marketplace of third-party business service providers. The digital portal enables 10-minute applications with AI-driven underwriting automation processing loans 3x faster than national averages.

Differentiator

Problem solved

Functional benefit

Products and services

• SBA 7(a) Loans NEWITY's flagship government-backed SBA 7(a) loan program offering working capital financing up to $350,000 for eligible U.S. small businesses, featuring variable rates (WSJ Prime + 2.75% to 3.75%), 10-year terms, no down payment, and no prepayment penalties. Facilitated by NEWITY as Lender Service Provider for Northeast Bank.
• NEWITY Growth Term Loans Proprietary long-term working capital loan product offered by NEWITY in partnership with Northeast Bank, providing up to $200,000 in fixed-rate financing (15%-24% based on credit profile) with 10-year terms and no down payment for businesses that need fast, flexible capital but do not yet qualify for SBA loans.
• SBA Made in America Loans SBA-backed financing program offering up to $1,000,000 (rate as low as 9.75%) exclusively for U.S. manufacturers operating under NAICS sectors 31, 32, and 33 to upgrade facilities, purchase equipment, invest in real estate, expand domestic workforce, and reshore production to the United States, with 10-year terms.
• SBA Grocery Guarantee Loans SBA Grocery Guarantee Loan program offering up to $1,000,000 in variable-rate financing (WSJ Prime + 3.00%) for small businesses across America's food supply chain, including farms, ranches, grocery stores, specialty food shops, co-ops, and food processing/packaging operations, for facility expansion, equipment purchases, technology upgrades, inventory, and general working capital.
• NEWITY ERC Services In-house Employee Retention Credit (ERC) processing service for eligible small businesses that retained employees during COVID-19, including ERC Fast Track (refunds in days) and ERC Advance, designed to help businesses claim their payroll tax credits without outsourcing.
• NEWITY Marketplace Small business marketplace connecting NEWITY members with third-party trusted service providers for business credit building (FairFigure), business banking (Lili), insurance (Simply Business), and accounting/tax services (Vyde), generating referral revenue for NEWITY.

Quantifiable outcome

• 125,000+ businesses helped access over $12 billion in capital
• +4 more outcomes

Named customers29 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability3 records

Feature3 records

Partnerships

Eight partnerships are on record, tiered strategic, minor and core.

• Canton NetworkstrategicTechnology or Integration · 1 April 2026NEWITY selected Canton Network to facilitate on-chain distribution of small business credit, creating an early dedicated on-chain market for such loans. This blockchain infrastructure partnership aims to improve liquidity and access to capital for small businesses.
• BreefminorGTM or Marketing Partner · 1 February 2022Breef, the world's first online agency marketplace, partnered with NEWITY as its official Marketing partner to help small businesses grow.
• Northeast BankcoreChannel Partner/ Reseller/ DistributorNortheast Bank is the SBA 7(a) lender participant. NEWITY operates as Lender Service Provider for Northeast Bank, facilitating SBA loan applications and processing while Northeast Bank funds and services the loans. NEWITY also offers Growth Term Loans through this partnership.
• MylominorGTM or Marketing PartnerAward-winning insurtech Mylo was selected as NEWITY's exclusive insurance partner to provide members with expert insurance coverage through the marketplace.
• FairFigureminorGTM or Marketing PartnerFairFigure provides business credit building services through NEWITY's marketplace. Their Card helps fund businesses and build business credit ratings.
• LiliminorGTM or Marketing PartnerLili provides high-performance business banking with fast payments, high-yield savings, and access to credit with built-in tradelines through NEWITY's marketplace.
• Simply BusinessminorGTM or Marketing PartnerSimply Business is a leading digital marketplace enabling small business owners to find, compare, and buy insurance online, featured on NEWITY's marketplace.
• VydeminorGTM or Marketing PartnerVyde helps small businesses maximize tax savings, strengthen credit, and become loan-ready through expert accounting services, featured on NEWITY's marketplace.

Scale indicators9 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• OnDeck Capital (Enova): OnDeck, a subsidiary of Enova International, provides short-term working capital loans and lines of credit to small businesses online. Comparable on SMB target, digital-first origination, and data-driven underwriting, though OnDeck focuses more on non-SBA term loans.
• Guidant Financial: Guidant Financial specializes in SBA 7(a) loans and rollovers for business acquisitions (ROBS). Comparable in SBA-focused lending and small business owner customer segment, with overlap in the referral-partner-driven distribution model.
• Fundera (NerdWallet): Fundera, owned by NerdWallet, is a small business loan marketplace matching borrowers with SBA, term loan, and line-of-credit products. Directly comparable as an SMB-facing aggregator with referral partner channels.
• Lendio: Lendio operates a small business loan marketplace connecting SMBs with multiple lenders, including SBA loan products. Directly comparable to NEWITY's marketplace-plus-LSP model, with overlapping target customers (U.S. SMBs) and similar referral partner network of CPAs and brokers.
• Funding Circle US: Funding Circle is an online small business loan platform offering term loans and SBA loans to U.S. SMBs. Comparable business model (digital origination + multiple loan products) and target segment, with deeper capital markets funding infrastructure.
• SmartBiz: SmartBiz is a technology-enabled SBA loan marketplace and Lender Service Provider focused on SBA 7(a) and SBA 504 loans. Highly comparable to NEWITY on product mix, target customer, and bank-partner-driven origination model.
• Accion Opportunity Fund: Accion Opportunity Fund is a nonprofit small business lender offering SBA microloans, community development loans, and SBA 7(a) loans to underserved U.S. small businesses. Comparable on customer segment (underserved SMBs) and SBA loan facilitation model.
• Biz2Credit: Biz2Credit is an online small business financing marketplace with strong SBA lending focus and a Lender Service Provider relationship model. Competes head-to-head with NEWITY for SBA 7(a) volume among U.S. SMBs.
• BlueVine: BlueVine provides working capital, lines of credit, and SBA loans to U.S. small businesses via a digital-first platform. Comparable on target customer and product mix, though BlueVine also holds a banking license giving it more direct lending capability.

Emerging players

• CAN Capital: CAN Capital provides working capital loans and merchant cash advances to U.S. small businesses. Comparable customer segment and online origination, though focused more on shorter-term working capital products than SBA loans.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/newitymarket
• YouTubeyoutube.com/@newitymarket
• Facebookfacebook.com/newitymarket
• LinkedInlinkedin.com/company/newitymarket
• Instagraminstagram.com/newitymarket

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds1 record

Investors1 record

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 NEWITY