FinMkt
Corporate brand
UnclaimedFinMkt is a New York-based financial technology company that provides multi-lender, omnichannel point-of-sale financing software.
Last updated August 26, 2026
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Overview
FinMkt, Inc. is a privately held financial technology company headquartered in New York City. The company was established in 2014 under the name Crowdnetic and initially operated in the equity-crowdfunding and marketplace-lending technology space. Its early business connected financial and media partners with information and technology related to alternative financing, including collaborations involving CNBC and Thomson Reuters. The company changed its name and business direction in 2016, adopting the FinMkt brand and concentrating on software for lending marketplaces. One of its early platforms was Lendvious, described as a marketplace-lending gateway designed to help financial institutions and other partners distribute consumer credit products. The platform processed billions of dollars in consumer loan applications, according to company and reference material. During this period, FinMkt raised outside capital to expand its marketplace-lending infrastructure and develop proprietary embedded-finance capabilities. FinMkt subsequently shifted toward point-of-sale financing. Its strategy was to provide a configurable software layer through which merchants, banks, credit unions, specialty lenders, and consumer-finance companies could offer financing during a purchase. The platform supports multiple lenders rather than requiring a merchant to rely on a single financing provider. This multi-lender model is intended to broaden approval opportunities, allow lenders to serve different customer segments, and give merchants a more integrated financing experience across digital and physical sales channels. The company's point-of-sale platform launched in the summer of 2020. FinMkt has positioned the product as a SaaS-based, omnichannel and customizable system that can be embedded into merchant and contractor workflows. Its commercial relationships have included technology and distribution collaborations with Persistent Systems, the National Association of Professionally Accredited Contractors, Porch, OneMain Financial, PenFed, and Renewal by Andersen. These relationships have covered community-bank and credit-union enablement, contractor financing, nonprime lending, member and merchant financing, and home-improvement sales. FinMkt has raised several private financing rounds. In November 2017, it announced a $5.4 million equity financing led by ManchesterStory Group, taking total funding at that point to $7.3 million. In August 2019, it announced a $5 million Series B preferred-equity round led by FINTOP Capital. The Series B was expanded by a further $2 million from existing investors in December 2021; company-reported cumulative capital raised then reached $14.5 million. These figures describe announced private fundraising and are not public-market valuation or revenue figures. The company has received recognition from financial-technology and business organizations. It was included in CreditDonkey's 2017 finance-technology list, won the final round of Money20/20's MoneyPitch competition in 2020, and was designated a World Economic Forum Technology Pioneer in 2021. Later recognition included LendTech of the Year finalist status, an award for Best New Embedded Platform, Power 300 fintech-company recognition, an Inc. Best Workplaces listing, a US Fintech Awards Team of the Year shortlist, and a ranking on the 2023 Inc. 5000 list. FinMkt remains focused on embedded lending and point-of-sale financing technology, although detailed current operating metrics and ownership information are not publicly established in the supplied sources.
History
FinMkt began in 2014 as Crowdnetic, a financial-technology venture associated with equity crowdfunding and alternative-finance information and infrastructure. In its early phase, the company developed relationships with media and financial-information organizations, including CNBC and Thomson Reuters. The initial model centered on enabling access to information and technology connected with emerging forms of financing rather than on operating as a conventional bank or lender. In 2016, the business adopted the FinMkt name and began redirecting its technology toward lending marketplaces. A central early product was Lendvious, characterized as a marketplace-lending gateway. The system was designed to connect consumers and distribution partners with multiple lending options and was reported to have processed billions of dollars in consumer loan applications. This period established the company's emphasis on software and lender connectivity rather than balance-sheet lending. FinMkt raised capital to develop the marketplace gateway and expand into embedded lending. In November 2017, it announced a $5.4 million equity round led by ManchesterStory Group, joined by Seraph Group, West Loop Ventures, Sun Hung Kai Financial, Perot Jain, Vectr Ventures, and existing investors. The company stated that total funding had reached $7.3 million. In August 2019, FINTOP Capital led a $5 million Series B preferred-equity round. Existing investors later added $2 million in December 2021, bringing the company's reported cumulative capital raised to $14.5 million. The company's major strategic transition was its move into point-of-sale financing. FinMkt developed a SaaS platform that could be configured for different merchants and lending partners and could support several lenders within one financing experience. The platform was designed for omnichannel use, covering digital and physical purchase journeys, and was intended to help merchants offer credit without building their own lending infrastructure. It launched in the summer of 2020 and became the principal expression of the FinMkt business. Partnerships broadened the platform's distribution and use cases. Persistent Systems collaborated with FinMkt on technology intended to help community banks and credit unions compete in point-of-sale finance. The National Association of Professionally Accredited Contractors worked with the company to make a multi-lender financing platform available to its members. Porch licensed the platform for its contractor network, while Renewal by Andersen also licensed FinMkt technology. On the lender side, FinMkt partnered with OneMain Financial to provide borrowing options for nonprime customers and with PenFed to support financing for members and merchant customers. FinMkt's visibility increased through competitions and industry recognition. It appeared on CreditDonkey's 2017 finance-technology list, won the Money20/20 MoneyPitch final in 2020, and became a World Economic Forum Technology Pioneer in 2021. Subsequent recognition included finalist status for LendTech of the Year, an award for Best New Embedded Platform, Power 300 fintech-company recognition, workplace recognition from Inc., a US Fintech Awards Team of the Year shortlist, and a 2023 Inc. 5000 ranking. Founder and chief executive Luan Cox was also recognized in several women-in-fintech and founder-leadership lists. Publicly available information supplied for this dossier does not establish a later ownership change, public listing, acquisition, or a detailed current financial profile. FinMkt is therefore best described as an active private fintech company whose core identity is its multi-lender embedded point-of-sale financing software.
- 2023
Inc. 5000 and workplace recognition
[1]The company appeared on the Inc. 5000 list at number 815 and received additional workplace and fintech-industry recognition.
- 2021
Technology Pioneer recognition and expanded Series B
[1]FinMkt was recognized as a World Economic Forum Technology Pioneer and announced an additional $2 million from existing investors.
- 2020
Point-of-sale platform launch
[1]FinMkt launched its SaaS, multi-lender, omnichannel point-of-sale financing platform.
- 2019
Series B financing
[1]FINTOP Capital led a $5 million Series B preferred-equity financing.
- 2017
First major disclosed equity financing
[1]FinMkt announced a $5.4 million equity round and reported cumulative funding of $7.3 million.
- 2016
Rebrand to FinMkt
[1]The company adopted the FinMkt name and redirected its technology toward lending marketplaces and embedded finance.
- 2014
Company founded as Crowdnetic
[1]The business was established under the Crowdnetic name and initially operated in equity-crowdfunding and alternative-finance technology.
Products and positioning
A configurable, multi-lender embedded-finance platform for merchants, contractors, banks, credit unions, and consumer lenders.
Marketplace-lending gateway
Lendvious
Lendvious was FinMkt's early marketplace-lending technology. It functioned as a gateway for consumer loan applications and lender connectivity, allowing distribution partners to present financing options through a technology layer rather than building a complete lending marketplace themselves. Company reference material states that the platform processed billions of dollars in consumer loan applications.
Embedded finance software · 2020
FinMkt point-of-sale financing platform
FinMkt's principal platform is a SaaS-based, multi-lender point-of-sale financing system launched in 2020. It is designed for merchants, contractors, banks, credit unions, and consumer lenders and supports customizable financing journeys across online and in-person channels. Its multi-lender architecture can connect a merchant or distribution partner with different lending sources, including options intended for nonprime and member-based customers.
Marketing campaigns
- 2020Money20/20 MoneyPitch
United States
FinMkt competed in Money20/20's MoneyPitch competition, sponsored by Mastercard, after being selected from 150 applications.
Outcome. FinMkt won the final round.
Brand decisions
2020
Launch of multi-lender point-of-sale financing platformProduct launchBackground
FinMkt sought to apply its lending-connectivity experience to merchant checkout and contractor sales processes.
Action taken
The company launched a configurable SaaS platform supporting multi-lender, omnichannel point-of-sale financing.
Aftermath
The platform became the central product associated with the FinMkt brand and supported partnerships across contractor, banking, credit-union, and consumer-lending channels.
2016
Shift from Crowdnetic to FinMktStrategyBackground
The company moved away from its original equity-crowdfunding orientation and focused more heavily on lending-marketplace technology.
Action taken
It rebranded as FinMkt and developed the Lendvious marketplace-lending gateway.
Aftermath
The shift laid the groundwork for the later move into embedded and point-of-sale financing.
Recent events
Reported
PowerPay and FinMkt announce partnership[3]
PowerPay and FinMkt announced a partnership that will enable FinMkt to expand its product offering to include staged funding, 10- and 15-year terms, and loan amounts up to $100,000.
Reported
FinMkt appoints Todd Aronoff as vice president of strategic partnerships[4]
FinMkt announced that it appointed Todd Aronoff as its vice president of strategic partnerships.
Sources4 sources
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