Proceed Finance
Proceed Finance is a U.S. specialty lender that provides unsecured installment loans of $1,500 to $75,000 for large-case dental and medical procedures, distributed through 15,000+ healthcare provider partners and operated as a subsidiary of Optum Bank.
- Company typePrivate
- Founded2016
- HeadquartersLincoln, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Proceed Finance does
Proceed Finance (legal entity Med-Den Funding, LLC) is a U.S. healthcare-focused specialty finance company that originates unsecured, fixed-rate installment loans to patients of dental and medical practices for large-case procedures. Founded in 2016 by Dave Roehr and headquartered in Lincoln, Nebraska, the company operates as a wholly owned subsidiary of Optum Bank (part of UnitedHealth Group / Optum). Its product offering spans loan sizes of $1,500 to $75,000 with repayment terms up to 12 years and rates starting at 3.99% APR, structured specifically for high-ticket elective procedures such as dental implants, full-arch restorations, cosmetic dentistry, and uncovered medical treatments that exceed the underwriting and limit parameters of competing revolving products like CareCredit.
The company's core technology is an online underwriting platform with instant credit decisioning, automated credit assessment algorithms that combine applicant data with consumer reporting data, and a 1-2 business day direct-deposit disbursement system into provider accounts. The patient application flow supports in-person, email, and provider-code-based self-serve pre-qualification with no impact to credit score, while providers access a dedicated web portal for enrollment, training, and practice integration. Loans are originated by Optum Bank and Security First Bank (with a secondary lending partnership extending approval across the credit spectrum) and serviced by Security First Bank.
Proceed Finance makes money primarily through interest income on installment loans, supplemented by provider-facing fees for the B2B services, account management, and integration support. It employs a B2B2C go-to-market model with a provider-first acquisition motion executed through dedicated regional account managers across four U.S. territories (Northeast, Southeast, Central, Western), supported by a digital marketing presence and provider referral network. The company has scaled to 15,000+ provider partners and 150,000+ patients served nationwide. Because it operates within the UnitedHealth Group/Optum ecosystem, financials are not separately disclosed.
Proceed Finance firmographics
Firmographics- Name
- Proceed Finance
- Legal name
- Med-Den Funding, LLC
- Website
- https://proceedfinance.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Proceed Finance is a U.S. specialty lender that provides unsecured installment loans of $1,500 to $75,000 for large-case dental and medical procedures, distributed through 15,000+ healthcare provider partners and operated as a subsidiary of Optum Bank.
- Ownership category
- akta.pro rank
Proceed Finance industry classification
Industry- Product category
- Healthcare Patient Financing
- NAICS
- Nondepository Credit Intermediation (5222), Sales Financing (52222), Activities Related to Credit Intermediation (5223)
- SIC
- Personal Credit Institutions (6141)
- akta.pro primary industry
- Large Purchase & Lifestyle Personal Loans (Unsecured Installment) (FSAKAAAG)
Keywords
Where Proceed Finance is headquartered
LocationHeadquarters
- HQ city
- Lincoln
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Proceed Finance business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Supply Chain
Revenue model
- Loan Interest Income: Proceed Finance generates revenue primarily through interest charged on installment loans. Loans range from $1,500 to $75,000 with terms up to 12 years and rates starting at 3.99% APR. Interest income accrues over the life of the loan based on fixed rates.
- Provider Fees: Healthcare providers pay fees to offer Proceed Finance financing to their patients. This B2B revenue stream supports the provider-facing services including account management, marketing resources, and integration support.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Monthly | Standard dental/medical financing loan: $1,500 - $75,000, up to 12 years, rates from 3.99% APR |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels6 records
Proceed Finance product offering
Product offeringCore offering
Proceed Finance provides unsecured, fixed-rate installment loans of $1,500 to $75,000 with terms up to 12 years and rates starting at 3.99% APR specifically for large-case dental and medical procedures. It distributes these loans through a B2B2C model, enrolling healthcare providers into its financing platform so their patients can apply in the office or online with instant pre-qualification that does not affect credit scores. Loans are originated by Optum Bank or Security First Bank and serviced by Security First Bank.
Product overview
Proceed Finance is a patient financing platform that provides unsecured, fixed-rate installment loans specifically designed for large-case dental and medical procedures. The core offering consists of patient financing loans ranging from $1,500 to $75,000 with terms up to 12 years, complemented by a provider portal that enables dental and medical practices to offer in-office financing options. The platform also includes a provider office code system for streamlined patient enrollment. All loans are serviced by Security First Bank and funded by Optum Bank or Security First Bank, with Proceed Finance operating as a subsidiary of Optum Bank.
Differentiator
Problem solved
Functional benefit
Products and services
- Patient Financing Loans
Quantifiable outcome
- Providers report $75,000 in production within 20 days of joining
- +4 more outcomes
Companies that use Proceed Finance
Customer profileNamed customers8 records
Segments3 records
Ideal customer profiles2 records
Proceed Finance technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Proceed Finance partnerships and signals
Strategic signalScale indicators4 records
Recent moves6 records
Expansion highlights6 records
Proceed Finance competitors and assessment
Company assessmentBroad incumbents
- CareCredit (Synchrony Financial): CareCredit is the dominant patient financing provider for healthcare and dental procedures, offering revolving credit and promotional financing. Proceed explicitly differentiates against CareCredit's $25,000 cap and deferred-interest structure with larger, longer-term installment loans, making it the most directly comparable competitor in dental/medical patient financing.
- LendingClub: LendingClub is a large online personal loan marketplace offering unsecured installment loans to consumers. While not healthcare-specialized, it competes for the same unsecured personal installment loan demand that Proceed serves in healthcare, and provides a benchmark for nondepository consumer lending economics.
- SoFi: SoFi is a large consumer finance platform offering personal loans, refinancing, and other credit products. It overlaps with Proceed in unsecured personal installment lending for high-credit-quality borrowers and provides scale and pricing benchmarks for the segment.
- Affirm: Affirm is a BNPL and installment lending platform offering point-of-sale financing across retail and healthcare verticals. Its longer-term installment product and provider integrations place it as an adjacent competitor to Proceed in patient financing, particularly for elective procedures.
Direct peers
- Sunbit: Sunbit is a BNPL-focused patient financing platform serving dental, optical, and other healthcare specialties with instant decisioning and a B2B2C provider-distribution model. It targets the same dental/medical practice channel as Proceed with a similar technology-led underwriting and provider-relationship approach.
- Wisetack: Wisetack provides patient financing for home services and healthcare practices with instant, soft-credit-check approvals integrated into provider workflows. It overlaps directly with Proceed's B2B2C provider-distributed installment loan model for elective and elective-adjacent procedures.
- PatientFi: PatientFi offers patient financing specifically for elective healthcare procedures (cosmetic, dental, vision) through a provider-channel model. It is a focused direct competitor in large-case elective healthcare financing, targeting the same provider base and patient demographic as Proceed.
- Alphaeon Credit: Alphaeon Credit provides patient financing for elective healthcare procedures including dental, cosmetic, and ophthalmology through a provider-network distribution model. It overlaps directly with Proceed's elective-procedure, B2B2C installment loan approach.
Emerging players
- Prosper Marketplace: Prosper operates an online personal loan marketplace offering fixed-rate installment loans to consumers. It is comparable to Proceed in unsecured personal installment lending structure, though distribution and underwriting differ from Proceed's healthcare-vertical focus.
Regional players
- United Medical Credit: United Medical Credit specializes in patient financing for elective medical, dental, and cosmetic procedures through a provider-network model. It is a direct competitor in the elective healthcare financing space, with comparable loan structures and a similar B2B2C distribution approach.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Proceed Finance social profiles
Digital presenceProceed Finance financial estimates
Financial estimateRevenue estimate
Valuation estimate
Proceed Finance leadership team
Management profileNumber of profiles
Profiles5 records
Proceed Finance funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Proceed Finance 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 Proceed Finance
What does Proceed Finance do?
Proceed Finance provides unsecured, fixed-rate installment loans of $1,500 to $75,000 with terms up to 12 years and rates starting at 3.99% APR specifically for large-case dental and medical procedures. It distributes these loans through a B2B2C model, enrolling healthcare providers into its financing platform so their patients can apply in the office or online with instant pre-qualification that does not affect credit scores. Loans are originated by Optum Bank or Security First Bank and serviced by Security First Bank.
Is Proceed Finance a public or private company?
Proceed Finance is a private company. It is classified as corporate owned and is currently operating.
When was Proceed Finance founded?
Proceed Finance was founded in 2016. It employs 11 to 50 people.
Where is Proceed Finance based?
Proceed Finance is headquartered in Lincoln, United States, in the North America region.
How does Proceed Finance make money?
Two revenue lines are on record. Loan Interest Income is the primary driver. The others are provider Fees.
Who are Proceed Finance's main competitors?
Broad incumbents on record are CareCredit (Synchrony Financial), LendingClub, SoFi and Affirm. Direct peers are Sunbit, Wisetack, PatientFi and Alphaeon Credit. Prosper Marketplace is listed as an emerging player. United Medical Credit is listed as a regional player.
Does Proceed Finance have an API?
No public API is recorded for Proceed Finance.
What industry is Proceed Finance in?
Proceed Finance's product category is Healthcare Patient Financing. Its primary akta.pro industry code is FSAKAAAG, Large Purchase & Lifestyle Personal Loans (Unsecured Installment). Its NAICS code is 5222 and its SIC code is 6141.