Online Search is King for How Merchants Shop For Funding, Survey Reveals
June 4, 2025Perhaps the most surprising statistic to come out of a 2025 small business lending survey conducted by IOU Financial is that 12% of merchants said they started their search for business funding options from a cold call. But as one might expect, phone calls are not necessarily the direction in which business is moving. Forty-one percent of respondents, for example, complained that they received too many phone calls from multiple reps.
The number one origin point—far above cold calls (12%), friends/referrals (8%), and social media (7%)—was online search (63%). And they’re not just looking at the first website and firing off a form. Fifty-eight percent, for example, said that online reviews were among the most valuable factors in choosing the right business funding provider, while loan calculators and comparison websites/tools also weighed heavily at 49% and 40%, respectively.
Historically, online search primarily meant Google, but according to a TD Bank survey, 30% of small business owners are already turning to AI assistants like ChatGPT for insights on financial health or financing.
And most merchants skip their bank. “More than 70% of small business owners do not apply for business funding with their bank before exploring non-bank options,” the IOU survey found. “This trend highlights a major shift in trust and preference away from traditional banks and toward alternative lenders—which could be driven largely by the desire for speed, flexibility, and ease of access.”
Carl Brabander, EVP of Strategy for IOU Financial, discussed some of the recent findings of this survey at Broker Fair 2025 this past May in New York City.
How to Prepare for Outside Syndicators
April 29, 2025David Roitblat is the founder and CEO of Better Accounting Solutions, an accounting firm based in New York City, and a leading authority in specialized accounting for merchant cash advance companies.
To connect with David, email david@betteraccountingsolutions.com.
There’s a clear gap of knowledge in our industry, and how merchant cash advance businesses need to prepare themselves to receive outside money in investment or syndication.
Whether you’re seeking your first institutional investment or scaling to eight-figure funding rounds, the preparation required isn’t just about having good portfolio performance—it’s about having the financial infrastructure responsible investors need to see before forking over money to you. Not knowing how to prepare that for them can cost you months of delays or even kill promising funding opportunities entirely.
I’ve seen too many MCA shops operating under a misconception. They believe that the impressive Google Sheets presentation showing their advance volume, daily collection rates, and merchant performance will be sufficient when courting serious investors.
Sometimes that’s enough. When you’re looking to raise money from friends and family, you have flexibility. These investors typically accept basic performance reports showing advance volume and collection rates, might not request detailed merchant-level financials, and generally won’t demand formal audits. Basic spreadsheets might suffice at this stage when you’re raising up to about $1 million in capital to fund your advances.
The financial documentation requirements escalate dramatically when you need more than that.
Once you move beyond self-funding or friends and family money into the realm of raising $5-10 million or more, investors won’t accept your homegrown reporting systems or month-end bundle accounting—they want audited financials and proper transaction-level documentation.
Sophisticated syndicators expect a professional CRM system tracking all merchant relationships, detailed default modeling, GAAP-compliant accounting systems that properly account for income recognition on merchant advances, and as investment amounts increase, audited financials become non-negotiable.
Auditors don’t accept shortcuts in the MCA space. They require transaction-level detail with recognized income on each advance, estimated defaults by cohort, and precise documentation of collection performance. They’re specifically looking for attempts to bundle or obscure individual merchant performance – a common practice in some MCA shops that raises immediate concerns with institutional investors.
Here’s what most MCA operators don’t realize: Getting your books audit-ready isn’t a quick fix. It’s a process that can take several months to update historical advance and collection records, 3-4 months for a first-time audit (always longer than subsequent audits), and additional time for any remediation of collection documentation. In total, you’re looking at potentially 9-12 months from financial disarray to audited statements. That’s an eternity in the fast-moving MCA world when a funding opportunity appears.
If you even think you might seek significant outside capital within the next year, start preparing now. Implement proper merchant tracking systems immediately. Ensure all bookkeeping follows GAAP principles for advance recognition. Consider getting audited financials before you need them.
Yes, this requires upfront investment, but put it in perspective: If you’re raising $5 million to fund your advance portfolio (often just the starting point), the cost of proper financial infrastructure is minimal compared to the capital you’ll secure and the acceleration in your timeline.
The most successful capital raises in the MCA industry aren’t just about having a great portfolio performance – they’re about being ready when opportunity knocks. Don’t be the MCA provider explaining to eager investors why they need to wait a year while you get your advance and collection records in order. The most valuable asset in fundraising isn’t just your merchant performance – it’s being prepared to prove it immediately.
Cloudsquare Launches IntelliParse to Automate Application Intake and Financial Analysis—powered by Heron
April 9, 2025Los Angeles, CA – April 9, 2025 – Cloudsquare, a leading provider of cloud-based lending platforms, today announced the launch of IntelliParse, a proprietary AI engine built to eliminate manual document processing and accelerate deal flow. Now integrated into Cloudsquare’s Origination Module, IntelliParse streamlines borrower intake, automates data extraction, and delivers real-time financial analysis—making underwriting faster, intelligent, and more scalable.
To enhance its financial parsing capabilities, IntelliParse integrates directly with Heron Data, a pioneer in AI-powered workflow automation. Heron’s platform uses advanced machine learning and large language models to automate document-heavy workflows—transforming how businesses extract, enrich, and sync financial data at a scale.
“IntelliParse is built for funders who need speed, precision, and automation across the entire intake process—without breaking the bank,” said Jeffrey Morgenstein, CEO of Cloudsquare. “Heron isn’t just a parsing tool; it’s one of the most trusted and continuously evolving AI/ML technologies in space. Heron has a deep understanding of the MCA industry and the key data points that funders need with over 130 funding customers, making them a powerful and reliable solution for funders who demand both accuracy and affordability.”
IntelliParse Unlocks Major Efficiency Gains for Funders and Brokers:
AI-Powered Application Parsing
IntelliParse dramatically reduces intake time by automatically extracting key borrower information—including business name, requested amount, entity type, and contact details—from scanned PDFs and email attachments. Using advanced OCR and machine learning, it instantly syncs all data into the Cloudsquare platform. This enables teams to process more submissions in less time, eliminate costly manual errors, and accelerate approvals without increasing headcount.
Bank Statement Analysis
Integrated with Heron Data’s industry-leading transaction intelligence, IntelliParse transforms static bank statements into real-time financial insight. It analyzes cash flow patterns, flags NSFs, detects potential fraud and uncovers actual revenue — all without requiring manual effort. The system also identifies recurring payments—revealing hidden debts and financial obligations that enhance underwriting accuracy and reduce risk.
Unlike standalone solutions that require teams to build custom dashboards or workflows, IntelliParse comes ready to use within the Cloudsquare platform. A pre-built, intuitive dashboard gives customers immediate access to actionable insights—eliminating technical lift and accelerating time to value.
“We’re proud to support IntelliParse by bringing Heron’s real-time financial intelligence into Cloudsquare’s platform,” said Johannes Jaeckle, CEO of Heron Data. “Our mission is to remove repetitive, manual work so teams can focus on smarter decisions—and this integration does exactly that.”
For more information or to schedule a demo, visit our website.
Media Contact – Cloudsquare
Cloudsquare Marketing Email: marketing@cloudsquare.io
https://cloudsquare.io/
Media Contact – Heron Data
Byron Henry
Product Owner – SMB Lending
byron@herondata.io
www.herondata.io
Fundfi Merchant Funding Expands Senior Credit Facility to Accelerate Growth in Revenue-Based Financing
April 7, 2025NEW YORK, NY — April 7, 2025 — Fundfi Merchant Funding, a leading provider of revenue-based financing solutions for small and medium-sized businesses, today announced the successful expansion of its senior credit facility. This strategic financial move will enable Fundfi to increase its funding capacity and support more businesses across various industries.
The expanded credit facility strengthens Fundfi’s position in the alternative lending space and allows the company to meet the growing demand for flexible, revenue-based financing options among entrepreneurs and business owners seeking capital without diluting equity.
“This expanded credit facility marks a significant milestone in Fundfi’s journey and reflects the confidence our financial partners have in our business model and growth trajectory,” said Efraim Kandinov, CEO of FundFi Merchant Funding. “By increasing our lending capacity, we can help more businesses access the capital they need to innovate, expand, and thrive in today’s competitive marketplace. Our revenue-based financing approach continues to resonate with entrepreneurs who value flexibility and alignment with their business performance.”
The increased credit facility will enable Fundfi to extend its reach to underserved markets while enhancing its product offerings to meet diverse business needs.
“The expansion of our senior credit facility provides Fundfi with enhanced financial flexibility and improved terms that will directly benefit our clients,” said Natasha Dillon, CFO of FundFi Merchant Funding. “This achievement reflects our strong financial performance, robust underwriting standards, and the growing recognition of revenue- based financing as a viable alternative to traditional funding options. We’re excited to deploy this additional capital to support innovative businesses that drive economic growth and job creation.”
Fundfi’s revenue-based financing model allows businesses to repay their funding as a percentage of future revenues, creating an aligned incentive structure that adapts to business performance. This approach has proven particularly valuable for seasonal businesses and companies with irregular cash flow patterns.
About FundFi Merchant Funding
Fundfi Merchant Funding is a leading provider of revenue-based financing solutions, helping small and medium-sized businesses access growth capital without sacrificing equity or control. With a streamlined application process and flexible repayment terms, Fundfi has established itself as a trusted financial partner for entrepreneurs across various industries and across the United States and Canada. For more information, visit www.fundfimerchantfunding.com.
Britecap Financial Appoints John Corona as Director of Partner Success
February 24, 2025BriteCap Financial LLC (“BriteCap”), a leading non-bank lender providing small businesses with fast, convenient, and affordable working capital, is excited to announce the appointment of John Corona as Director of Partner Success. John brings with him more than a 10-year track record of significant accomplishments in business financing and partner development.
“We’re thrilled to welcome John to BriteCap and the NMEF family of companies,” said Richard Henderson, CEO of BriteCap. “I’ve had the privilege of working with John for over a decade, and he’s one of the best in the business at optimizing broker partnerships. His unmatched service and deep industry knowledge make him a perfect fit for our mission to elevate the funding experience for our exclusive broker network.”
John remarked, “I’m excited to be joining the BriteCap team, especially during a time in which it’s ascending to a position of prominence within the space. Joining an all-star team with an all- star product and platform is an amazing opportunity and I can’t wait to assist in its growth.”
About BriteCap Financial LLC
BriteCap Financial is a leading provider of working capital for America’s small business owners. Since 2003, BriteCap combines technology and non-traditional credit algorithms to provide fast, convenient, and affordable working capital directly to businesses and through their broker network. For more information about becoming a partner, visit britecap.com/partners. BriteCap is majority-owned by a holding company affiliate of NMEF.
About NMEF
NMEF is a national premier lender who works directly with third-party referral (TPR) sources to finance “mid-ticket” equipment commercial leases and loans ranging from $15,000 to 3,000,000 and up to $5,000,000 for investment grade opportunities. The company accepts A – C credit qualities and finances transactions for many asset categories including but not limited to medical, construction, franchise, technology, vocational, manufacturing, renovation, janitorial, and material handling equipment. NMEF is majority owned by an affiliate of InterVest Capital Partners. The company’s headquarters are in Norwalk, CT, with regional offices in Irvine, CA, Voorhees, NJ, and Murray, UT. For more information, visit www.nmef.com.
Media Contacts:
For BriteCap:
David Schneider
Vice President of Marketing
BriteCap Financial
www.BriteCap.com
david.schneider@britecap.com
954-494-1606
For NMEF:
203-354-1710
Blair Dawson
SVP, Chief Marketing Officer
NMEF
www.nmef.com
bdawson@nmef.com
Shopify Capital Originates ~$3 Billion in Merchant Funding in 2024
February 11, 2025
Shopify Capital originated ~$3 billion worth of MCAs and business loans in 2024, up by 50% over the prior year. For the sake of comparison, online small business lender Enova originated $4 billion in 2024. Shopify is an e-commerce platform first, however, and is growing on all fronts
“2024 was a stand-out year for Shopify,” said Shopify President Harley Finkelstein. “We seized every opportunity to fuel our growth and it showed in the results quarter after quarter. Heading into 2025, we are committed to making entrepreneurship more common and further establishing Shopify as the go-to commerce platform for businesses of all sizes. With our proven track record, the agility of our platform, and our relentless focus on merchant success, we like our odds in this evolving technology landscape, and are excited about the opportunities it brings for Shopify and our merchants.”
A Glimpse at Simply Funding
January 14, 2025
In around 2018 Jacob Kleinberger began calling merchants for a well known small business finance brokerage—a job he not only enjoyed but one that sparked his curiosity. “I always wanted to understand what my funders were doing,” Kleinberger says. He frequently asked questions to learn how decisions were being made across the board.
Though he worked closely with funders, being on the sales side didn’t give him the full picture. That changed in 2021 when an opportunity arose to join Simply Funding, a direct funder, as a partner. Today, he serves as Head of Operations.Transitioning from broker to funder was an eye-opener, leading Kleinberger to half-jokingly call the funders he used to work with to apologize for the challenges he had unwittingly created. Despite the learning curve, Kleinberger hit the ground running. Simply Funding, founded in 2017 by Bernard Mittelman, was a relatively small operation when he joined, but his mission was to help it grow. “We more than doubled the following year in funding and more than doubled the year after that,” Kleinberger says, reflecting the impact he’s been able to have with the team, which he’s said has been crucial to the success.
“We’re all a team, all here to show off each other’s strong points,” he says. For instance, the company already had a really good core foundation and underwriter in place when he got there.
The company describes itself as an A/B paper shop, with the majority of its revenue-based financing deals involving weekly payments, though they do daily payments as well. They also offer merchant processing splits.
Now a 28-person company, Simply Funding was originally located in Manhattan’s financial district but has since relocated to Jersey City. Kleinberger recalls the transition vividly, flying straight from the AltFinanceDaily CONNECT Miami conference in 2023 to the new office to assemble all the furniture—an ordeal that lasted nearly 24 hours straight. One benefit of the move, he says, is access to a large talent pool in the area. But of course, it had to be accessible for the current team.
“A very big part [of the decision] was I had really good staff, and how would my staff come to work?” he says, since they make the whole operation hum. As a New York native from north of the city, Kleinberger is a commuter himself. The office now is just across the street from the PATH train station on the Hudson River. One can see the Simply team in person in the corporate high-rise there if they drop by.
When asked about the importance of security at Simply, Kleinberger is unequivocal: “It’s the most important.” The company takes no chances with data access, even to the extent that Kleinberger himself refuses to store work-related information on a laptop. He also emphasizes the need for clear, unambiguous rules in business operations to ensure everyone understands expectations and outcomes.
The company has no inside sales force, so Kleinberger gets a thrill when an ISO seeks his help with merchant communication—it reminds him of his early days. However, he remains acutely aware that, since it’s the company’s funds on the line, transparency and directness with customers are non-negotiable. From his perspective, some brokers in the industry walk a fine ethical line, and he and the Simply crew are determined to ensure things are done the right way.
“I do feel like there needs to be something to help make brokers accountable,” he says. Despite the challenges, Kleinberger remains optimistic about the future and is excited about what lies ahead as Simply Funding continues to grow.
“I think 2025 is going to be a sick year,” he says.
Recent Developments at Mulligan Funding
January 9, 2025
Last month, Mulligan Funding announced the closing of a second asset-backed securitization (ABS) totaling $120M and expandable up to $500 million. Business has been great since.
According to a representative of Mulligan, “December was the best month we’ve ever had as a company, capping off our best year since inception. And a large measure of that success is owed to the extraordinary community of ISO partners that we work with – and the incredible relationships we’ve been able to develop with them.”
As part of that, Mulligan Funding has made some changes to continue its success, an explanation of which is quoted here:
“We are continually looking for ways in which to improve our relationships and the level of service we’re able to offer them. And so, in order to continue to improve our level of service and improve the depth of our relationships with our partners, we decided to implement a restructure of our ISO Team and the way in which we manage our partner relationships.
We have established for the first time a regional segmentation of our ISO partners. This has allowed us to rationalize our ISO groupings, and to create smaller, more focused multi-person teams purely dedicated to the relationships in their particular region.
Each team will consist of people with different levels of seniority and very specific roles. Some will be dedicated purely to looking after the relationship at a strategic level; and others will be tasked with handling the transactional details of day-to-day operations.
This regional focus will allow these teams to develop much deeper relationships at all levels of the partner’s business, and to spend more time in front of these partners, developing a better understanding of their needs and wants – something we have historically found challenging, being on the West Coast.”
– Mulligan Funding
