Vaya

What Vaya does

Vaya Technologies is a New York-based fintech infrastructure provider that builds embedded credit APIs for vertical SaaS (vSaaS) platforms serving small and medium-sized businesses. Its core offering, the Vaya Capital Program, lets vSaaS platforms embed contextualized credit products, specifically a Line of Credit and a Term Loan, into their existing software workflows via no-code, low-code, or full API/SDK integration. Vaya holds the credit risk, capital deployment, and regulatory compliance on behalf of platform partners, who can offer SMB credit without balance sheet exposure. Reported platform-partner outcomes include a 50% feature attach rate, a 20% increase in product usage or net dollar retention, and a 30% gross profit per user increase when credit is contextually embedded.

The company monetizes through transaction-based fees and interest income on credit extended via its platform partners, with pricing not publicly disclosed. Underlying infrastructure integrations include Dwolla for fund transfer rails and Plaid for collecting financial data during underwriting, while the company is AICPA SOC 2 Type II certified. GTM is sales-led and B2B2X: Vaya acquires vSaaS platform partners through demo-driven enterprise conversations, and those platforms serve as the distribution channel to their SMB end-customers, with no direct-to-consumer offering.

Vaya was founded in 2019 and is incorporated in Delaware as Vaya Technologies Inc, with a headquarters in New York and an engineering and product development hub in Bangalore. It has 1-10 employees, is privately held, and is backed by Village Global, Human Capital, CTG, and Bharat Founders Fund. The company markets itself primarily through founder-led content (LinkedIn, Substack, blog) and direct sales outreach to vSaaS platforms; no public API documentation, no disclosed revenue, no named platform partners, and no disclosed funding amounts beyond an unquantified 2024 round appear in the available data.

Name

Vaya

Legal name

Vaya Technologies Inc

Website

https://embedvaya.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Vaya Technologies is a New York-based fintech that provides embedded credit infrastructure for vertical SaaS platforms, letting them offer contextualized Line of Credit and Term Loan products to their SMB customers without holding credit risk.

Ownership category

akta.pro rank

Product category

Embedded Credit Infrastructure

NAICS

Sales Financing (52222), Custom Computer Programming Services (541511), Computer Systems Design Services (541512)

SIC

Short-Term Business Credit Institutions (6153), Services-Computer Integrated Systems Design (7373), Miscellaneous Business Credit Institution (6159)

akta.pro primary industry

BaaS Platforms & Sponsor Bank Enablement (FSAGALAA)

akta.pro secondary industries

Embedded Lending & Credit (POS, Working Capital, Credit Lines) (FSAGALAD), Risk, Compliance & Controls for Embedded Finance (KYB/KYC/AML, Fraud, Disputes) (FSAGALAK)

Keywords

• Embedded credit API
• Vertical SaaS lending
• SMB working capital
• Credit infrastructure platform
• Contextualized credit products

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain

Revenue model

1. Embedded Credit Revenue: Vaya generates revenue by providing embedded credit infrastructure to vertical SaaS platforms. Vaya handles risk, capital, and compliance, earning revenue through interest income and fees on the credit products extended to SMB end-customers via platform partners.
2. Platform Partnership Revenue Share: Platform partners benefit from increased feature adoption (50% attach rate), improved customer stickiness (20% usage increase), and incremental gross profit per user (30% increase) through embedded credit offerings.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels6 records

Core offering

Vaya develops and operates an embedded credit infrastructure platform that enables vertical SaaS (vSaaS) companies to offer contextualized short-term business credit products — Line of Credit and Term Loan — directly within their own software workflows. Vaya provides no-code, low-code, and full API/SDK integration options, while it retains all credit risk, capital deployment, and regulatory compliance. The platform leverages partner data through a pre-qualification engine to maximize conversion for SMB end-customers.

Product overview

Vaya is an embedded vertical credit platform designed for small business-focused vertical SaaS companies. The core Vaya Capital Program enables partners to embed contextualized credit products into their software workflows via no-code, low-code, and API/SDK options. The platform offers two primary credit products: Line of Credit (flexible revolving credit) and Term Loan (fixed-amount installment credit). Vaya handles risk, capital, and compliance while partners integrate the credit experience into their existing product features.

Differentiator

Problem solved

Functional benefit

Products and services

• Vaya Capital Program

Quantifiable outcome

• 50% Feature Attach Rate — credit features are adopted by half of SMB customers when contextually embedded
• +2 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature5 records

Partnerships

Three partnerships are on record, tiered core and minor.

• DwollacoreTechnology or IntegrationDwolla provides the account infrastructure for fund transfers under the Vaya Capital Program. SMB borrowers are required to open a Dwolla Account to receive and manage credit funds. Dwolla's financial institution partners hold the funds. Vaya uses Dwolla's ACH debit services for loan repayment collection.
• PlaidcoreTechnology or IntegrationVaya uses Plaid's information-gathering service to collect financial data from bank accounts of SMB applicants for underwriting purposes under the Vaya Capital Program.
• Wellfound (AngelList)minorGTM or Marketing PartnerWellfound (formerly AngelList) is used as the job posting and recruitment platform for hiring engineering roles. Candidates are directed to apply via Wellfound job links.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Parafin: Parafin provides embedded capital (working capital, term loans, revenue-based financing) for vertical SaaS platforms, with Parafin handling underwriting, capital, and compliance. It is one of the closest direct competitors to Vaya in the embedded-credit-for-vSaaS category.
• Kanmon: Kanmon embeds working capital and term loan products directly inside vertical SaaS platforms so SMB customers can access financing within their existing software. Like Vaya, Kanmon targets vSaaS distribution and takes on capital and risk obligations.
• Pipe: Pipe offers revenue-based financing and embedded capital tools for SaaS and SMBs, enabling partners to surface working-capital products to their customers. Overlaps directly with Vaya's embedded credit-as-a-service thesis for software platforms.
• Fundbox: Fundbox extends short-term working capital lines of credit and term loans to SMBs, with a strong distribution focus through software platform integrations. Closely comparable product set (revolving credit, term loans) and SMB target market as Vaya's Vaya Capital Program.
• Stride Funding: Stride embeds revenue-based financing and small business capital inside SaaS platforms, providing partners with no-code and API integration options. Directly competitive in the embedded credit-for-vSaaS niche.

Broad incumbents

• Stripe Capital: Stripe Capital offers embedded working capital and term loans to SMBs on the Stripe payments platform, leveraging payment data for underwriting. It is a much larger, broadly positioned incumbent with far greater distribution and capital access than Vaya.
• BlueVine: BlueVine is an established online SMB lender offering lines of credit, term loans, and invoice factoring. Broader portfolio and direct SMB acquisition motion make it a broad incumbent versus Vaya's embedded/partner-led go-to-market.
• OnDeck: OnDeck provides short-term SMB loans and lines of credit through both direct and partner channels, with deep operating history in the space. Comparable product set (short-term business credit) at much greater scale and brand recognition.

Others

• Dwolla: Dwolla provides account- and payment-rail infrastructure (ACH transfers) and is explicitly an integration partner of Vaya. Included as an ecosystem enabler rather than a direct competitor.
• Plaid: Plaid provides bank-data aggregation used by Vaya for underwriting inputs in the Vaya Capital Program. Included as an enabling infrastructure provider rather than a direct competitor.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/vaya_tech
• LinkedInlinkedin.com/company/vaya-technologies

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Vaya