Crowdnetic
FinMkt is an embedded lending and payments platform providing point-of-sale financing, multi-lender waterfall routing, API orchestration, and white-label deployment for banks, credit unions, and enterprises, processing over $1B in annual funding across 150,000+ consumers.
- Company typePrivate
- Founded-
- Headquarters—
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Crowdnetic does
FinMkt (the operating brand of Crowdnetic per firmographic records) is an embedded lending and payments technology platform that supplies point-of-sale financing infrastructure to banks, credit unions, and large merchants. Its core technology combines a configurable multi-lender waterfall engine, an API orchestration layer, automated credit decisioning, and a white-label deployment framework that allows partners to embed fully branded financing experiences into their own applications. The platform serves two primary segments: financial institutions seeking digital lending modernization, and enterprises/merchants seeking to offer customer financing without building proprietary lending infrastructure.
The product portfolio spans six core offerings — Point-of-Sale Financing, Captive Lending, Multi-Lender Waterfall, API Orchestration Engine, Personal Loan Marketplace, and Payments — supported by enterprise platforms (White-Label Platform, Waterfall Technology, Unified Portal, CRM) and lender-side solutions (Streamlined Lending Solutions, Automated Decisioning, Merchant Underwriting, Merchant Marketplace, Payment Processing). Vertical specializations target home improvement and healthcare/dental financing. The platform reports processing over $1 billion in annual funding across more than 150,000 consumers, with a stated 2-minute average application time and 48-hour merchant funding timeline.
FinMkt operates a B2B revenue model combining platform/SaaS licensing for white-label deployments with transaction-based fees on point-of-sale financing volume. The go-to-market is enterprise-focused, using direct field sales with a demo-request motion and white-label/OEM partnerships, including a strategic GTM alliance with Persistent Systems for reaching banks and credit unions. Named lending partners include TD Bank, Upgrade, OMF, Foundation Finance, PowerPay, Dividend Finance, and Goode Lending/Goodleap. The company is privately held and headquartered in New York; no public revenue, funding, or ownership disclosure is available, and headcount stands at 9 employees.
Crowdnetic firmographics
Firmographics- Name
- Crowdnetic
- Legal name
- FinMkt, Inc.
- Website
- https://crowdnetic.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- FinMkt is an embedded lending and payments platform providing point-of-sale financing, multi-lender waterfall routing, API orchestration, and white-label deployment for banks, credit unions, and enterprises, processing over $1B in annual funding across 150,000+ consumers.
- Ownership category
- akta.pro rank
Crowdnetic industry classification
Industry- Product category
- Embedded Lending Technology
- NAICS
- Nondepository Credit Intermediation (5222), Sales Financing (52222), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518)
- SIC
- Finance Services (6199), Personal Credit Institutions (6141)
- akta.pro primary industry
- Marketplace & Loan Aggregation Platforms (Borrower-Lender Matching) (FSAGAHAL)
- akta.pro secondary industries
- Billing, Subscription & Revenue Management Infrastructure (FSAGABAM), Pricing, Risk-Based Offer & Limit Management (FSAGAHAE), Alternative Data & Credit Scoring (Cashflow, Telco, Utility, Open Banking) (FSAGAHAC)
Keywords
Crowdnetic business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Platform/SaaS Licensing: White-label platform licensing to financial institutions and enterprises for embedded lending technology
- Transaction Processing: Revenue generated from processing point-of-sale financing transactions
Go-to-market motion1 record
Distribution channels3 records
Marketing channels8 records
Crowdnetic product offering
Product offeringCore offering
Crowdnetic (operating as FinMkt) provides a cloud-based embedded lending and payments technology platform that enables enterprises, banks, and credit unions to offer point-of-sale financing, captive lending, and multi-lender routing without building their own infrastructure. The platform combines an API orchestration engine, a multi-lender waterfall that dynamically prioritizes the optimal financing partner per transaction, automated credit decisioning, and a fully customizable white-label experience deployed at merchant point of sale. The platform has processed over $1 billion in annual funding across 150,000+ consumers.
Product overview
FinMkt is an embedded lending and payments technology platform providing a comprehensive portfolio of financing solutions. The platform operates as a modular system comprising six core products: Point-of-Sale Financing, Captive Lending, Multi-Lender Waterfall, API Orchestration Engine, Personal Loan Marketplace, and Payments. These are supported by enterprise platforms including White-Label Platform, Waterfall Technology, Payments Platform, Unified Portal, and Customer Relationship Management. For financial institutions, the platform offers Streamlined Lending Solutions, Automated Decisioning, Merchant Underwriting, Merchant Marketplace, and Payment Processing. The platform covers industry verticals including Home Improvement Financing and Healthcare and Dental Financing. Key capabilities include full credit spectrum coverage, borrowers approved in minutes, merchants funded within 48 hours, white-label deployment, configurable financing programs, custom reporting, fraud protection, and managed compliance. The platform processes over $1 billion in annual funding across more than 150,000 consumers with an average application time of 2 minutes.
Differentiator
Problem solved
Functional benefit
Products and services
- Point-of-Sale Financing Primary point-of-sale financing solution enabling customers to obtain financing at the time of purchase through a streamlined four-step process, with borrowers approved in minutes and merchants funded within 48 hours.
- Captive Lending Financing solution for captive lending programs that allows enterprises to offer branded loan products directly to their customers.
- Multi-Lender Waterfall Multi-lender platform that dynamically prioritizes the optimal financing partner for each transaction through an adaptable hierarchy of lenders, connecting merchants to a vetted network of lenders.
- API Orchestration Engine Backend orchestration engine that enables seamless API-based integrations between lenders, merchants, and consumers across the lending and payments platform.
- Personal Loan Marketplace Marketplace product connecting borrowers with multiple prequalified loan offers from various lenders using soft credit pulls.
- Payments Payment processing solution enabling merchants to receive direct payments and settlements once financing is approved at the point of sale.
- White-Label Platform White-label platform enabling enterprises to deploy fully branded financing experiences with customizable workflows, role management, custom reporting, and full white-label integration from application to funding.
- Streamlined Lending Solutions Lending solution package for financial institutions enabling banks and credit unions to offer point-of-sale digital lending at scale and accelerate their digital transformation.
- Home Improvement Financing Specialized point-of-sale financing solution tailored for home improvement merchants and contractors offering financing to their customers.
- Healthcare and Dental Financing Specialized financing solution tailored for healthcare and dental service providers to offer patient financing at the point of service.
Quantifiable outcome
- 150,000+ consumers funded
- +4 more outcomes
Companies that use Crowdnetic
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles2 records
Crowdnetic technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Crowdnetic partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- American Heritage Credit UnioncoreAmerican Heritage Credit Union partnered with FinMkt to integrate digital lending technology into their business model, accessing FinMkt's network of vetted providers to expand offerings to their membership and workplaces.
- Persistent SystemscorePersistent Systems strengthened their partner ecosystem by integrating FinMkt's lending technology platform, enabling them to empower banks and credit unions to offer point-of-sale digital lending solutions at scale.
Scale indicators5 records
Recent moves5 records
Expansion highlights4 records
Crowdnetic competitors and assessment
Company assessmentBroad incumbents
- LendingClub: Public digital lending marketplace originally focused on peer-to-peer lending and now offering personal loans and banking products. Comparable in operating a multi-lender digital lending marketplace and targeting bank/credit-union distribution.
- LightStream (a Truist company): Bank-affiliated online personal loan lender with deep credit spectrum coverage and automated decisioning. Comparable in product (consumer installment lending) and operates as a lender — both a FinMkt-network competitor and a potential partner.
- SoFi: Large digital personal loan and lending platform with broad credit spectrum coverage and automated decisioning. Overlaps with FinMkt's automated decisioning and POS financing value proposition, but at meaningfully greater scale.
- Prosper Marketplace: Established online personal loan marketplace connecting borrowers with multiple investor-lenders. Comparable as a multi-lender consumer lending marketplace with automated decisioning.
- Bread Financial: Public, established provider of white-label private-label credit cards and BNPL financing for major retailers. Competitor in the same enterprise white-label POS financing category as FinMkt, with much greater scale and balance-sheet capacity.
Emerging players
- PayNearMe: Embedded payments and consumer lending infrastructure for vertical SMBs (including home improvement and healthcare). Comparable in targeting the same verticals FinMkt addresses with POS financing and embedded payment processing.
- Solidgate: Embedded payments orchestration and infrastructure provider for digital merchants. Comparable in the API/embedded-fintech infrastructure layer FinMkt operates, though focused on payment processing rather than lending orchestration.
Direct peers
- Klarna: Global BNPL and embedded lending platform offering installment lending at checkout. Competitor in POS financing for enterprise merchants with a deeper balance-sheet-funded model.
- Upgrade: Digital lending platform offering personal loans and POS financing, and simultaneously a listed partner on FinMkt's lender network. Comparable product set and also a potential channel partner/competitor.
- Affirm: Public BNPL and point-of-sale lending provider that offers embedded consumer financing at the point of sale. Direct competitor in merchant-facing POS lending, though Affirm operates as a captive balance-sheet lender rather than a multi-lender orchestrator.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Crowdnetic social profiles
Digital presenceCrowdnetic financial estimates
Financial estimateRevenue estimate
Valuation estimate
Crowdnetic leadership team
Management profileNumber of profiles
Crowdnetic funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Crowdnetic 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 Crowdnetic
What does Crowdnetic do?
Crowdnetic (operating as FinMkt) provides a cloud-based embedded lending and payments technology platform that enables enterprises, banks, and credit unions to offer point-of-sale financing, captive lending, and multi-lender routing without building their own infrastructure. The platform combines an API orchestration engine, a multi-lender waterfall that dynamically prioritizes the optimal financing partner per transaction, automated credit decisioning, and a fully customizable white-label experience deployed at merchant point of sale. The platform has processed over $1 billion in annual funding across 150,000+ consumers.
Is Crowdnetic a public or private company?
Crowdnetic is a private company. It is classified as unknown and is currently operating.
When was Crowdnetic founded?
Crowdnetic was founded in -1. It employs 1 to 10 people.
How does Crowdnetic make money?
Two revenue lines are on record. Platform/SaaS Licensing is the primary driver. The others are transaction Processing.
Who are Crowdnetic's main competitors?
Broad incumbents on record are LendingClub, LightStream (a Truist company), SoFi, Prosper Marketplace and Bread Financial. Emerging players are PayNearMe and Solidgate. Direct peers are Klarna, Upgrade and Affirm.
Does Crowdnetic have an API?
No public API is recorded for Crowdnetic.
What industry is Crowdnetic in?
Crowdnetic's product category is Embedded Lending Technology. Its primary akta.pro industry code is FSAGAHAL, Marketplace & Loan Aggregation Platforms (Borrower-Lender Matching), with a secondary code of FSAGABAM, Billing, Subscription & Revenue Management Infrastructure. Its NAICS code is 5222 and its SIC code is 6199.