Heartland Financial Group

What Heartland Financial Group does

Heartland Financial Group is a privately held, Denver, Colorado-based finance company that originates equipment loans and leases for small and mid-sized US businesses. Its core offering is equipment financing with the equipment itself pledged as collateral, supplemented by equipment leasing arrangements with end-of-term buyout options, working capital loans, and vendor programs that let equipment sellers embed Heartland financing at the point of sale. Loan tickets range from $50,000 to $5,000,000 over 2, 3, or 4 year terms, with qualifying borrowers required to have at least 5 years in business and $5 million in annual revenue.\n\nThe product surface is verticalized across at least eleven segments including medical, IT, manufacturing, industrial, heavy/construction, restaurant, truck/trailer, professional services, not-for-profit, retail, educational, and wholesale/distribution, each with its own product page. The underlying technology is described as an online lending platform with a three-step digital application (questionnaire, minute-level approval, financial package delivery), backed by direct sales and vendor-partner channels. Marketing is content-led via an educational blog, email, and organic social on Facebook and Twitter.\n\nThe company is independent and owner-operated, with no disclosed parent, no private-equity or venture backing, and no public listing. Zane Schulte is the CEO. No headcount, revenue, funding round, or origination volume figures are publicly disclosed, which constrains external benchmarking. Nationwide US coverage is claimed but the firm's go-to-market remains sales-led rather than national direct-sales, with vendor partnerships functioning as the principal distribution multiplier.

Name

Heartland Financial Group

Legal name

Heartland Financial Group

Website

https://heartlandfinancialgroup.com

Company type

Private

Operating status

Operating

Short description

Heartland Financial Group is a privately held, Denver-based equipment finance company that originates loans and leases of $50,000 to $5,000,000 for small and mid-sized US businesses across medical, IT, manufacturing, construction, trucking, and other verticals.

Ownership category

akta.pro rank

Product category

Equipment Financing & Leasing

NAICS

Mortgage and Nonmortgage Loan Brokers (52231), Commercial and Industrial Machinery and Equipment Rental and Leasing (5324)

SIC

Finance Lessors (6172), Loan Brokers (6163)

akta.pro primary industry

Equipment & Asset Finance Brokerage (FSAEAEAJ)

Keywords

• Equipment financing
• Equipment leasing
• Working capital loans
• Vendor financing programs
• Small business lending

Headquarters

HQ city

Wheat Ridge

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Equipment Financing: Loans for equipment purchases where the equipment itself serves as collateral, enabling businesses to acquire machinery without large upfront capital outlays while mitigating default risk for the lender.
2. Equipment Leasing: Flexible rental arrangements allowing businesses to use equipment while maintaining working capital flexibility with various term options and end-of-term buyouts.
3. Working Capital Solutions: Capital access for operational needs and business growth initiatives tailored for small and mid-sized businesses.
4. Vendor Programs: Partner programs allowing equipment vendors to offer financing to their customers through Heartland's financial solutions.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Heartland Financial Group provides equipment financing and equipment leasing to small and mid-sized businesses across multiple industry verticals. The company offers loan amounts ranging from $50,000 to $5,000,000 with terms of 2, 3, or 4 years, using the equipment itself as collateral. In addition, the company provides working capital solutions and structured vendor programs for equipment dealers and manufacturers.

Product overview

Heartland Financial Group is a full-service finance company offering equipment financing, working capital, and vendor programs. The core offering is Equipment Financing and Equipment Leasing, which allows businesses to acquire equipment through loan or lease structures with the equipment as collateral. Supporting sub-products include specialized financing for Medical Equipment, IT Equipment, Manufacturing Equipment, Industrial Equipment, Heavy Equipment (construction), Restaurant Equipment, and Truck Financing. The company also provides Working Capital solutions for operational expenses and Vendor Programs that enable vendors to offer financing to their customers. These products work together to serve small and mid-sized businesses across diverse industries including medical, IT, legal, manufacturing, industrial, construction, trucking, food service, not-for-profit, retail, educational, and wholesale/distribution sectors.

Differentiator

Problem solved

Functional benefit

Products and services

• Equipment Financing

Quantifiable outcome

• Approval within minutes for qualifying businesses
• +1 more outcomes

Named customers5 records

Segments12 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Equipment Vendors (Various)coreChannel Partner/ Reseller/ DistributorVendor programs that enable equipment sellers to offer Heartland financing to their customers, creating mutual benefit for businesses seeking equipment and vendors seeking to facilitate sales.

Recent moves5 records

Expansion highlights4 records

Direct peers

• Balboa Capital: Balboa Capital is a direct lender specializing in equipment financing and leasing for small and mid-sized businesses across verticals including medical, IT, manufacturing, and construction, with online application and fast approvals, making it the closest functional comparable to Heartland Financial Group.
• Currency Capital: Currency Capital is an equipment financing marketplace/broker that connects SMB equipment buyers with lenders, comparable to Heartland's loan-brokerage model in equipment finance across multiple verticals.
• National Funding: National Funding provides equipment financing and working capital solutions to SMBs with a sales-led model and rapid approval process, directly overlapping Heartland's core equipment leasing and working capital product set.
• Stearns Bank: Stearns Bank (Equipment Finance division) is a direct equipment finance lender serving SMB and middle-market equipment buyers with collateralized loans and leases, serving the same core verticals as Heartland.
• Marlin Capital Solutions: Marlin Capital Solutions is a direct equipment finance provider serving small and mid-sized businesses with lease and loan products across verticals including office, medical, and light industrial, closely aligned with Heartland's equipment financing offering and target customer.
• Partners Capital Group: Partners Capital Group provides equipment leasing and financing solutions for small and mid-sized businesses across verticals such as medical, manufacturing, and construction; a niche competitor operating in Heartland's core SMB equipment finance space.

Emerging players

• OnDeck (Enova): OnDeck is a fintech SMB lender offering working capital and term loans with fast online decisioning; while it does not focus on equipment collateral specifically, it competes for the same SMB borrower wallet that Heartland targets through its working-capital product.
• BlueVine: BlueVine provides digital SMB financing including working capital and term loans; an emerging fintech competitor whose speed and digital-first GTM mirror Heartland's positioning but with more diverse product breadth and disclosed funding.

Broad incumbents

• CIT Group: CIT Group is a large commercial finance institution offering equipment finance, working capital, and vendor financing to mid-market and SMB customers; it competes with Heartland across multiple verticals but at much larger scale and balance sheet.
• DLL Group: DLL is a large global vendor-finance specialist providing equipment leasing and lending across multiple asset classes (construction, agriculture, healthcare, transportation); it represents the scaled incumbent version of Heartland's vendor-program and direct equipment finance strategy.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/HeartlandFinanc
• Facebookfacebook.com/Heartland-Financial-Group-103648841812542
• LinkedInlinkedin.com/company/heartland-commercial-finance

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Heartland Financial Group