Provider-side experience.
Platform-side advisory.
I was the founding leader at Parafin of Platform Growth, the team that launched and scaled the largest embedded lending programs in North America. My engagements aren't grounded in second-hand knowledge or consulting-based research, but on direct experience launching and building expansive embedded lending programs from the ground up. I demystify the patterns, practices, and playbooks around selecting, launching, and growing your embedded lending program.
What is embedded lending?
Embedded lending is when a platform — a vertical SaaS company, marketplace, or payment processor — offers small business financing directly within their product, powered by a third-party capital provider. The platform handles distribution; the lender handles underwriting, capital, and compliance. The result is a financial product that feels native to the platform but is built on someone else's infrastructure.
The most common products: merchant cash advances (MCAs), which advance funds against future receivables; flex loans, which offer a revolving draw-down structure; term loans, fixed repayment over a set period; and B2B BNPL / pay-over-time, which lets merchants extend payment terms to their own customers. Each has different risk profiles, underwriting requirements, and fit depending on your merchant base and platform data.
Who I work with
My engagements are typically a good fit for:
- Vertical SaaS platforms and marketplaces with 5,000+ SMB merchants who are evaluating, launching, or scaling an embedded lending program
- Platforms that process or have visibility into merchant revenue or transaction data and can share this data with their lending partner
- An executive or product leader has been asked to own the embedded lending decision, but the domain isn't their core expertise