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Stories
How the Amazon / Parafin Merchant Cash Advance Deal Came to Be
November 2, 2022Back in December, Parafin, then a fintech startup with 20 employees, submitted a proposal to Amazon to roll out a potential Amazon merchant cash advance product. At the time, Parafin was little known to the general public and its surprise deal with DoorDash wouldn’t even become public until a month later.
The prospect of an MCA would not have been foreign to Amazon given that the company already offers direct business loans, lines of credit through Marcus by Goldman Sachs, and other loans thanks to a successful pilot with Lendistry. But the team behind Parafin were virtual unknowns in the merchant cash advance industry itself. The company’s 3 co-founders, including CEO Sahill Poddar, all hail from Robinhood, the investment app that became wildly popular especially with younger adults over the last several years.
Coincidentally, more than a dozen people employed by Parafin, including the co-founders, are former Robinhood employees, according to profiles reviewed on LinkedIn. It’s part of a trend, it appears, as other members of their team hail from well known Silicon Valley firms like Lending Club, Stripe, Funding Circle, Google, Amazon, Facebook, StreetShares, and more.
Ultimately, Parafin’s big bet paid off. On Tuesday, November 1st, Amazon announced that the Parafin team was the one it had chosen to debut its official merchant cash advance product.
“Amazon is committed to providing convenient and flexible access to capital for our sellers, regardless of their size,” said Tai Koottatep, director and general manager, Amazon WW B2B Payments & Lending, in the announcement. “Today’s launch is another milestone in strengthening Amazon’s commitment to sellers, and builds on the strong portfolio of financial solutions we already provide. This latest offering significantly expands sellers’ reach and capabilities, and broadens their access to capital in a flexible way—one that helps them control their cashflow, and by extension, their entire business.”
“We founded Parafin with the mission to grow small businesses, and we’re thrilled that we have the opportunity to do that by providing Amazon sellers with this merchant cash advance option,” said Vineet Goel, co-founder of Parafin. “It’s a privilege to count ourselves among Amazon’s suite of financial solutions, and we look forward to making a difference for Amazon.com sellers looking to expand their business.”
The product is already listed on Amazon’s website and was rolled out to some US businesses immediately. It will be available to hundreds of thousands of additional sellers by early 2023, the company claims.

Unique to an Amazon MCA is that funding amounts can start as low as $500 and go up to $10 million.
Amazon’s entrance into the merchant cash advance market coincides wih a unique moment in the product’s history as several states are in the midst of imposing strict regulations on their sale.
Lavu Adds MCA Product Through Partnership With Parafin
October 7, 2022
It’s not just DoorDash that Parafin has partnered up with to provide MCA funding. Last week, the restaurant software company Lavu launched Lavu Capital to help restaurants owners access capital.
“We are a restaurant software company that focuses on small and medium restaurants,” said Saleem S. Khatri, CEO of Lavu. “Think of your favorite restaurants that have one or two locations that are really really popular, that are ingrained in the community. We do everything from point of sale to online ordering, payment processing, and anything a restaurant would need to start and grow their business.”
Khatri said that one thing they noticed is that these restaurants have a fundamentally hard time getting loans and that led them to connect with Parafin. Parafin’s product is an advance on future sales, not a loan, and their offerings have been simply integrated into Lavu’s technology. Parafin automatically generates an offer for restaurant owners that they can see in their Lavu dashboard.
“…it’s just really beautifully designed,” said Khatri. “It basically says, ‘Hey, you have an offer to borrow up to $5,000. Do you want it yes or no?’ And you just click ‘yes’ and you’re good to go, the money deposits straight into your bank account, and then you have a repayment schedule. And it just pulls it directly from your bank account according to that repayment schedule.”
Khatri says they haven’t really begun to market the product yet and they’ve just started off with a limited base of customers but that the plan is to roll it out to all their customers around the US. They’d even do it with their customers outside of the US if they could, but the tech is not set up to do that just yet.
“This is going to be a feature and an offering that really really benefits our customers because it gets to the heart of what they need, which is they’re in constant need of liquidity, they’re in constant need of kind of tools to run their business better,” Khatri said. “And it just really fits our portfolio of products that we offer to these customers. So the reception has been awesome.”
Fintech Small Business Lender Origination Volume Snapshot
January 16, 2026It was full speed ahead in 2025. Here’s how the origination volume stats were trending among the biggest fintech small business lenders for the first nine months of last year.
| Lender | First Three Quarters 2025 | All of 2024 |
| Square Loans | $5 billion | $5.7 billion |
| BHG Financial | $4.4 billion | $3.7 billion |
| Enova | $4 billion | $3.98 billion |
| Shopify Capital | $2.8 billion | $3 billion |
| PayPal | $1.6 billion | $3 billion |
deBanked tracks fintech small business lenders that publicly report (or privately report to us) their origination volumes. Square Loans became the largest in 2021 and has held on to the top spot ever since. Their advantage (and limitation) is that they lend only to merchants in their POS payments ecosystem.
A dark horse not listed, because precise origination volumes are not available, is Parafin, an embedded lender that works through partnerships with DoorDash, Amazon, Walmart, TikTok and more. At last report, the company said it had made more than $14 billion in offers.
New Year, New Lenders?
January 5, 2026There’s a couple new lenders on the block to keep an eye on.
One of them is named Slope. Backed by both JPMorgan and OpenAI CEO Sam Altman, Slope offers revolving lines of credit up to $5 million. And they’re already out there. Seemingly overnight they’ve become capital providers for a number of large e-commerce platforms including Amazon and Walmart and are now listed alongside Parafin on both. When they announced their deal last year with JPM, they said that the US embedded financing market was worth $20 billion and that the B2B economy was $125 trillion. Slope is also offering a new AI underwriting tool.
Another is named Uncapped. Walmart says that Uncapped offers term loans while Amazon says that Uncapped offers lines of credit. The Uncapped website says that they offer loans from $10,000 to $2 million and that they accept business from business loan brokers. The company was technically founded in 2019, but in the UK.
Walmart MCA Video Commercial
January 5, 2026Want to see how Walmart is marketing its MCA program?
Check out this commercial:
Walmart became a direct merchant cash advance funder in 2024. You can learn more about it here. Walmart also works with third parties such as Payoneer, Parafin, and Uncapped.
From the CERN Large Hadron Collider to Funding Working Capital Loans to SMBs
August 20, 2025When deBanked stumbled upon a scoop that DoorDash had begun offering merchant cash advances in late 2021, the tech and financing team behind it had not been on anyone’s radar. That company was Parafin which at the time appeared to be a startup comprised of former Robinhood engineers. But the backstory is a bit more wild because its CEO and Co-founder Sahill Poddar previously worked on getting his PhD by discovering the Higgs boson particle at CERN’s Large Hadron Collider. His credentials include a Doctorate (summa cum laude) in Particle Physics at European Council for Nuclear Research (CERN), Geneva, Switzerland and before that he was a Visiting Researcher for the Max-Planck Institute for Nuclear Physics in Germany. But today, at Parafin, his company makes $10 billion in funding offers to small businesses EACH DAY. The company has now funded more than 30,000 businesses since inception.
Turner Novak at The Peel secured Poddar as a guest on how Parafin came to be and it’s a must watch.
Business Finance Companies on Inc 5000 List in 2025
August 12, 2025Here’s where small business finance companies rank on the Inc 5000 list for 2025 (and if we’ve missed you, email info@debanked.com):
| Ranking | Company | 3-Year % Growth |
| 15 | Parafin | 9594 |
| 206 | businessloans.com | 1862 |
| 669 | Pinnacle Funding | 626 |
| 831 | SBG Funding | 508 |
| 1215 | Essential Funding Group | 359 |
| 1240 | Clara Capital | 352 |
| 1417 | Backd | 306 |
| 1705 | Kapitus | 256 |
| 1719 | Channel | 255 |
| 1756 | Fundible | 248 |
| 2027 | 4 Pillar Funding | 214 |
| 2117 | Biz2Credit | 203 |
| 2293 | Byzfunder | 187 |
| 2671 | Critical Financing | 156 |
| 3081 | Lendzi | 131 |
| 3226 | eCapital | 124 |
| 3508 | ApplePie Capital | 111 |
| 3545 | SellersFi | 109 |
| 3901 | Splash Advance | 95 |
| 3973 | Fora Financial | 92 |
| 3993 | Capital Infusion | 91 |
| 4076 | Expansion Capital Group | 88 |
| 4162 | Shore Funding Solutions | 85 |
| 4206 | Direct Funding Now | 83 |
| 4712 | ROK Financial | 63 |
The Largest Sales-Based Financing Providers
May 27, 2025Who are some of the largest sales-based financing providers in the US? The following companies are repaid as a percentage of sales or revenue, in which the payment amount may increase or decrease according to the volume of sales made or revenue received by the recipient:
| Sales-Based Financing Providers |
| Square |
| PayPal |
| Amazon (via Parafin) |
| Walmart (via Parafin) |
| Shopify |
| Intuit |
| Stripe |
| DoorDash (via Parafin) |
The State of Washington has also recently announced it will be offering sales-based financing through a Department of Commerce initiative.
Among those listed above, Square recently published a White Paper on the impact of its sales-based financing.
“Square Loans has opened credit to populations who traditionally have had less access to business loans. As of the third quarter of 2024, approximately 58% of Square Loan customers are women-owned businesses, compared to the industry average of 19%.38 And 15% of Square Loans go to Black/African-owned businesses compared to an industry average of 6.6%, while 14% of loans go to Hispanic/Latinx-owned businesses compared to the industry average of 11.3%.”





























