What GSG Capital does

GSG Capital, LLC is a private U.S. limited liability company headquartered in Alpharetta, Georgia (with a secondary office in Dunwoody, Georgia), founded circa 1990. The company provides customized financing and leasing for U.S. small and mid-sized businesses seeking to acquire equipment, software licenses, and SaaS subscriptions, structured around the borrower's cash flow cycle (including deferred and seasonal payment options). It serves 14+ industry verticals including Healthcare, Commercial & Industrial, Technology & Software, SaaS, Nonprofit & Religious, Franchise, Convenience Store & Gas Station, Signs & Scoreboards, Construction, Tilted Equipment, Machine Tools, Printing & Packaging, Furniture & Fixtures, and Telephones & Communications. Long-tenured vendor channel relationships, most notably an 18+ year partnership with Greenway Health, also provide a distribution moat.

The company delivers its products through two interlocking programs: a customer-facing "Get Financing" motion (self-serve online application, toll-free phone, and direct email) and a vendor-facing "Offer Financing" channel program that allows software and equipment resellers to embed GSG Capital payment plans into their own sales proposals. The technology stack is a website and customer portal built on the DNN (DotNetNuke) CMS platform powered by Rock Solid Software, with a streamlined 1-page SaaS financing application supporting up to $350,000 in funding decisions. The company is small (1-10 employees), independent (no parent, no disclosed institutional investor), and operates exclusively in the United States.

GSG Capital generates revenue primarily through interest, lease yield, and origination/transaction economics on equipment financing and leasing, software financing, SaaS subscription financing, and vendor program transactions. Pricing is quote-based and customized per deal; the company leverages Section 179 tax deduction positioning (up to $1,080,000 in 2022) as an economic lever for borrowers. Demand generation is led by long-form content marketing (233+ blog posts authored principally by Todd Greenberg), SEO-optimized tagged articles, and channel partner referrals from named vendors such as Greenway Health, FAIR-PLAY | TL VISION | TL ENERGY, and CompuGroup Medical.

Name

GSG Capital

Legal name

GSG Capital, LLC

Website

https://gsgcapitalllc.com

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

1–10 employees

Short description

GSG Capital is a private U.S. SMB lender providing equipment, software, and SaaS financing and leasing across 14+ industry verticals via direct applications and an embedded vendor channel program, headquartered in Alpharetta, Georgia.

Ownership category

akta.pro rank

Product category

Commercial Equipment & Software Financing

NAICS

Sales Financing (52222), Finance and Insurance (52)

SIC

Short-Term Business Credit Institutions (6153), Miscellaneous Business Credit Institution (6159)

akta.pro primary industry

SME Business Lending (Term Loans, Lines of Credit, Overdrafts) (FSABABAB)

akta.pro secondary industry

Asset-Based Lending (ABL) (FSANADAD)

Keywords

• Equipment financing
• Software financing
• SaaS financing
• Vendor financing programs
• Commercial equipment leasing

Headquarters

HQ city

Alpharetta

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Equipment Financing & Leasing: Recurring interest and lease revenue from financing or leasing business-essential equipment across 14+ verticals (healthcare, construction, manufacturing, printing, signage, etc.). Payments are structured over time, generating ongoing yield on the financed principal.
2. Software Financing: Financing for perpetual software licenses and software purchases, structured as loans or leases with recurring payments plus origination economics on each deal.
3. SaaS Financing: Subscription-style financing for SaaS contracts, with a 1-page application supporting up to $350,000 in funding and recurring payments tied to the SaaS contract term.
4. Vendor Financing Partnership Program: "Offer Financing" program in which GSG Capital provides white-labeled financing to vendors and resellers who attach payment plans to their own sales; GSG underwrites and funds each deal, earning economics per transaction.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

GSG Capital is a commercial financing company that provides equipment financing and leasing, software financing, and SaaS subscription financing to small and medium-sized businesses across 14+ industry verticals. The company operates two interlocking programs: a customer-facing "Get Financing" program for end borrowers and a vendor-facing "Offer Financing" program that lets equipment and software resellers embed GSG's payment plans into their own sales proposals. Its 1-page SaaS application supports up to $350,000 in funding decisions, and customized deferred/seasonal payment programs are structured around each borrower's cash flow cycles.

Product overview

GSG Capital is a commercial financing company offering a unified financing platform delivered through two interlocking programs: the customer-facing "Get Financing" program, through which businesses apply to finance equipment, software, SaaS subscriptions, and other capital purchases, and the vendor-facing "Offer Financing" program, which allows equipment and software vendors to embed GSG Capital financing into their sales process. These two programs are operationalized through a portfolio of financing product lines (Equipment Financing, Equipment Leasing, Software Financing, Software Leasing, and SaaS Financing) and a set of industry-vertical specializations (Healthcare, Commercial & Industrial, Technology & Software, Nonprofit & Religious, Franchise, Convenience Store & Gas Station, Signs & Scoreboards, Construction, Tilted Equipment, Machine Tools, Printing & Packaging, Furniture & Fixtures, and Telephones & Communications). GSG Capital positions itself as an alternative to bank financing and cash reserves, emphasizing responsiveness, flexibility, and competitive terms.

Differentiator

Problem solved

Functional benefit

Products and services

• Get Financing Customer-facing financing program through which businesses apply to obtain financing or leasing for equipment, software, and other capital purchases, with approvals, vendor coordination, and flexible payment terms handled directly by GSG Capital.
• Offer Financing Vendor-side financing partner program that enables equipment and software vendors to embed GSG Capital financing options into their sales process, allowing customers to pay over time while the vendor is paid by the finance company.
• Equipment Financing Financing and leasing for business equipment across multiple industries, structured as monthly payments that preserve working capital and may qualify for Section 179 tax deductions.
• Software Financing Financing for software purchases, allowing businesses to spread software costs over time rather than paying lump-sum license fees upfront.
• SaaS Financing Specialized financing for Software-as-a-Service subscriptions, enabling prospects to make monthly or quarterly payments while the SaaS vendor receives annual payment upfront from GSG Capital, with a 1-page application supporting up to $350,000 in funding decisions.
• Equipment Leasing Lease structures for equipment acquisitions offering alternative payment terms to traditional equipment loans.
• Software Leasing Lease structures for software acquisitions, complementing the software financing offering for vendors and end customers.

Quantifiable outcome

• Up to $350,000 in SaaS funding accessible via a 1-page application
• +3 more outcomes

Named customers3 records

Segments11 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

13 partnerships are on record, tiered core, flagship and minor.

• Rock Solid SoftwarecoreTechnology or IntegrationRock Solid Software is credited as the technology provider powering the GSG Capital website and customer portal (built on the DNN / DotNetNuke CMS platform). They serve as the underlying technology partner for GSG's web presence and login infrastructure.
• Greenway HealthflagshipChannel Partner/ Reseller/ DistributorLong-tenured channel partnership spanning 18+ years (per Executive Chairman Tee Green's testimonial). Greenway Health embeds GSG Capital financing into its healthcare IT sales process so its customers can finance software and technology purchases. GSG Capital handles underwriting, documentation, and funding behind the scenes.
• FAIR-PLAY | TL VISION | TL ENERGYcoreChannel Partner/ Reseller/ DistributorVendor channel partnership in the sports, LED display, and scoreboard manufacturing category. CRO Alex Gomez describes GSG Capital as "Responsive, Reputable and Reliable" for embedding financing into sales proposals to close larger LED display / scoreboard deals.
• CompuGroup Medical North America Lab DivisioncoreChannel Partner/ Reseller/ Distributor3-year vendor partnership in the medical laboratory software vertical. Per VP Sales & Marketing Gene Williamson, CompuGroup Medical uses GSG Capital to provide financing to its lab division customers as part of the software sales motion.
• Ian's Friends FoundationminorOthersCharitable/CSR partner featured in the GSG Gives Back section of the GSG Capital homepage, indicating philanthropic support rather than a commercial relationship.
• American Red CrossminorOthersCharitable/CSR partner featured in the GSG Gives Back section of the GSG Capital homepage, indicating philanthropic support.
• American Heart AssociationminorOthersCharitable/CSR partner featured in the GSG Gives Back section of the GSG Capital homepage, indicating philanthropic support.
• Multiple Sclerosis FoundationminorOthersCharitable/CSR partner featured in the GSG Gives Back section of the GSG Capital homepage, indicating philanthropic support.
• Gift of Life Marrow RegistryminorOthersCharitable/CSR partner featured in the GSG Gives Back section of the GSG Capital homepage, indicating philanthropic support.
• Children's Miracle NetworkminorOthersCharitable/CSR partner featured in the GSG Gives Back section of the GSG Capital homepage, indicating philanthropic support.
• Make-A-Wish FoundationminorOthersCharitable/CSR partner featured in the GSG Gives Back section of the GSG Capital homepage, indicating philanthropic support.
• St. Jude Children's Research HospitalminorOthersCharitable/CSR partner featured in the GSG Gives Back section of the GSG Capital homepage, indicating philanthropic support.
• Foster Care Support FoundationminorOthersCharitable/CSR partner featured in the GSG Gives Back section of the GSG Capital homepage, indicating philanthropic support.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Crest Capital: Crest Capital provides equipment leasing and financing for SMBs across multiple verticals with fast approval and a vendor-friendly channel. Its business model and SMB equipment-finance focus closely mirror GSG Capital's direct-lender profile.
• TimePayment: TimePayment is a private equipment financing company serving SMBs and vendors across the U.S., offering leases and loans on business-essential equipment. Its vendor partner program and multi-vertical focus make it a close functional peer to GSG Capital.
• Ascentium Capital: Ascentium Capital is a direct competitor specializing in equipment finance and SaaS/technology financing for SMBs, including vendor channel programs. Its "Information Technology" and equipment finance verticals, deal-size band, and embedded-financing GTM closely overlap with GSG Capital.
• Currency (formerly Currency Capital): Currency is a SaaS-focused financing company that funds SaaS contracts for SMB buyers and embeds financing into SaaS vendor sales motions. GSG Capital's SaaS Financing product competes head-to-head with Currency's platform.
• LEAF Commercial Capital: LEAF Commercial Capital provides equipment leasing and financing to SMBs and vendors across multiple verticals, including technology and SaaS-related equipment. It overlaps with GSG in target customer, product structure, and channel-led origination.
• North Star Leasing: North Star Leasing is a niche equipment financing company focused on SMBs and vendors, particularly in point-of-sale and small-ticket equipment verticals. Its vendor-channel model and SMB focus make it a relevant direct peer.
• Balboa Capital: Balboa Capital is a direct competitor — a private non-bank commercial finance company originating equipment leases and loans to SMBs across multiple verticals with a vendor/channel partner program. Its product scope, target customer (US SMBs), and embedded distribution model closely mirror GSG Capital's.
• Marlin Capital Solutions (Marlin Leasing): Marlin Leasing / Marlin Capital Solutions is a non-bank equipment finance company providing leases and loans to SMBs and vendors across the U.S. — directly comparable to GSG in deal size, target segment, and channel-led distribution.

Broad incumbents

• DLL: DLL is a global, bank-affiliated equipment finance company offering vendor finance programs across many verticals including technology and healthcare. As a much larger incumbent, it competes with GSG Capital for vendor finance mandates but operates at significantly greater scale and geographic reach.
• CIT Group (First Citizens Bank): CIT, now part of First Citizens Bank, is a large commercial bank with a major equipment finance division serving SMBs and mid-market companies. It overlaps with GSG in equipment leasing/lending but is a broad incumbent offering financing as one of many banking products.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/gsgcapital

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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 GSG Capital