"The idea of contextual lending isn't new; in-market lending services have existed for some time, but historically, it took a tremendous amount of effort and time for a product or service provider to become a lender," said Jon Fry, CEO, Lendflow. "We've built a platform on which software companies can quickly launch financial products tailored to their audience. This promotes higher user engagement, increases revenue per user, and decreases churn. We're excited to execute alongside new partners, including Underscore VC, as they're deeply committed to the vertical SaaS space, and that added expertise will be crucial as we enter this next phase of growth."

https://www.prnewswire.com/news-releases/lendflow-closes-10-8-million-series-a-financing-to-turn-any-company-into-a-fintech-301398795.html