Citi Wide Merchant Funding
Citi Wide Merchant Funding is a privately held, direct MCA and small business lender headquartered in Princeton, NJ, providing merchant cash advances, business loans, and franchise financing up to $1 million to U.S. small businesses rejected by traditional banks.
- Company typePrivate
- Founded2012
- HeadquartersPrinceton, United States
- Headcount—
- GTM typeB2B
- OfferingServices
What Citi Wide Merchant Funding does
Citi Wide Merchant Funding is a privately held direct lender headquartered in Princeton, New Jersey, that provides alternative working capital to small businesses in the United States that are unable or unwilling to borrow from traditional banks. Founded around 2012, the company operates across all 50 states and serves a customer base described as 'hundreds' of small business owners, targeting industries including restaurants, healthcare, franchises, wholesalers, salons, and high-risk or subprime verticals such as cannabis. Its core offering is a Merchant Cash Advance / Business Cash Advance (MCA/BCA) product that purchases a portion of a merchant's future credit card or business receivables at a discount, repaid via fixed daily/weekly percentages of card receipts or ACH bank deposits.
The company's product portfolio extends beyond MCA to include fixed-payment Small Business Loans, an Express Business Loan with one-page application and same-day funding, Equipment Financing, Accounts Receivable Financing, Restaurant Financing, Franchise Financing (up to $1 million), and a Bank Only Program for businesses that do not process credit cards. Ancillary services include credit card processing rate analysis (referral to partner Advantage Processors) and mobile marketing. Underwriting is in-house and emphasizes business cash flow and monthly credit card volume rather than personal FICO scores, with stated qualifications including 6+ months in business, a minimum $4,000–$5,000 in monthly card volume, and 50+ monthly card transactions. Funding timelines are advertised at 4–7 business days with a 24-hour qualification response.
Revenue is generated through transaction-based pricing on advances ranging from $5,000 to $1,000,000, with factor rates of 1.12–1.50 depending on lender and time frame, plus ancillary services. The company markets directly to small business owners through its website, SEO-optimized content, social media, and earned media (Entrepreneur Magazine, TheStreet.com), and operates a member status in the North American Merchant Advance Association (NAMAA). The company is explicitly unaffiliated with Citigroup, Inc., and discloses no external institutional investors, private equity backers, or parent company — appearing to be founder/management-owned and self-funded from operating cash flow.
Citi Wide Merchant Funding firmographics
Firmographics- Name
- Citi Wide Merchant Funding
- Legal name
- Citi Wide Merchant Funding
- Website
- https://citiwidemerchantfunding.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Short description
- Citi Wide Merchant Funding is a privately held, direct MCA and small business lender headquartered in Princeton, NJ, providing merchant cash advances, business loans, and franchise financing up to $1 million to U.S. small businesses rejected by traditional banks.
- Ownership category
- akta.pro rank
Where Citi Wide Merchant Funding is headquartered
LocationHeadquarters
- HQ city
- Princeton
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Citi Wide Merchant Funding business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Merchant Cash Advance (MCA): Citi Wide Merchant Funding purchases a portion of the merchant's future credit card receivables at a discount. Repayment is made through a fixed percentage of daily credit card transactions (holdback/split) until the advance is paid back in full. This is not a loan - it is the sale of future receivables.
- Business Cash Advance (BCA): Similar to MCA but using future business revenue/cash flow rather than specifically credit card receivables. Available for businesses that don't process credit cards through their Bank Only Program.
- Small Business Loans: Fixed-term, fixed-payment working capital loans focused on business cash flow strength rather than personal credit scores.
- Express Business Loan: Quick approval program requiring only a one-page application and one bank statement, with same-day funding available.
- Franchise Financing: Working capital financing specifically for franchise owners, providing funds up to $1 million with no collateral and simple documentation.
- Equipment Financing: Financing for equipment purchases for small businesses.
- Accounts Receivable Financing: Funding based on outstanding invoices and accounts receivable.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | MCA/BCA financing ranging from $5,000 to $1,000,000 |
| Other | Pay-as-you-go | Minimum qualification requirements for MCA |
| One time/ perpetual license | Multi-year contract | Express Business Loan for amounts above $35,000 |
| Transaction based/ take rate | Multi-year contract | 18-Month Merchant Cash Advance (longest term in industry) |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Citi Wide Merchant Funding product offering
Product offeringCore offering
Citi Wide Merchant Funding is a direct, non-bank alternative lender that provides working capital to U.S. small businesses primarily through merchant cash advances (MCA) and business cash advances (BCA), which purchase a portion of the merchant's future credit card receivables at a discount and are repaid via a fixed percentage of daily card sales. The company complements these with fixed-payment small business loans, an express same-day funding loan, equipment financing, accounts receivable financing, restaurant financing, and franchise financing up to $1,000,000, with approvals based on business cash flow rather than personal credit score.
Product overview
Citi Wide Merchant Funding is a direct lender offering a portfolio of small business financing products centered on merchant cash advances (MCA) and small business loans. The core offering is the MCA/BCA financing program, which provides working capital by purchasing future credit card receivables. Supporting products include Small Business Loans with fixed payments and time frames, Express Business Loans for rapid same-day funding, Equipment Financing, Accounts Receivable Financing, and specialized Restaurant and Franchise Financing programs. Ancillary services include credit card processing with free rate analysis and mobile marketing. A separate Bank Only Program serves businesses that do not process credit cards.
Differentiator
Problem solved
Functional benefit
Brands
- Express Business Loan: Quick small business loan program requiring one page application and one bank statement, with same day funding available.
- Franchise Financing Program
- Bank Only Program
Quantifiable outcome
- 87% client renewal rate for MCA and unsecured small business loans
- +3 more outcomes
Companies that use Citi Wide Merchant Funding
Customer profileNamed customers1 record
Segments7 records
Ideal customer profiles6 records
Citi Wide Merchant Funding technology and API
TechnologyAPI detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Citi Wide Merchant Funding partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered minor.
- Advantage ProcessorsminorReferral partnership for merchant credit card processing services. Citi Wide Merchant Funding refers small business clients to Advantage Processors for credit card processing and receives referrals back for financing services.
- Entrepreneur MagazineminorEditorial coverage and feature article in Entrepreneur Magazine (May 2012) highlighting Citi Wide Merchant Funding as a leading merchant cash advance provider.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
Citi Wide Merchant Funding competitors and assessment
Company assessmentMarket position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Customer concentration
Citi Wide Merchant Funding social profiles
Digital presenceCiti Wide Merchant Funding financial estimates
Financial estimateRevenue estimate
Valuation estimate
Citi Wide Merchant Funding leadership team
Management profileNumber of profiles
Citi Wide Merchant Funding funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Citi Wide Merchant Funding 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 Citi Wide Merchant Funding
What does Citi Wide Merchant Funding do?
Citi Wide Merchant Funding is a direct, non-bank alternative lender that provides working capital to U.S. small businesses primarily through merchant cash advances (MCA) and business cash advances (BCA), which purchase a portion of the merchant's future credit card receivables at a discount and are repaid via a fixed percentage of daily card sales. The company complements these with fixed-payment small business loans, an express same-day funding loan, equipment financing, accounts receivable financing, restaurant financing, and franchise financing up to $1,000,000, with approvals based on business cash flow rather than personal credit score.
Is Citi Wide Merchant Funding a public or private company?
Citi Wide Merchant Funding is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Citi Wide Merchant Funding founded?
Citi Wide Merchant Funding was founded in 2012.
Where is Citi Wide Merchant Funding based?
Citi Wide Merchant Funding is headquartered in Princeton, United States, in the North America region.
How does Citi Wide Merchant Funding make money?
Seven revenue lines are on record. Merchant Cash Advance (MCA) is the primary driver. The others are business Cash Advance (BCA), small Business Loans, express Business Loan, franchise Financing, equipment Financing and accounts Receivable Financing.
Does Citi Wide Merchant Funding have an API?
No public API is recorded for Citi Wide Merchant Funding.