Our mission
We believe in small and medium-sized businesses and the people who make them grow. We leverage cutting-edge data science, technology, partner relations, and customer support to provide business owners with accelerated access to right-sized capital solutions.
Dedicated to small businesses
Rather than focusing strictly on traditional financial metrics, we measure your business’s overall health and potential. Then, we work with you to better understand your short-term needs and long-term goals and match you with the best available financing options. That’s the Credibly advantage.
What is Credibly?
Credibly is a small business financing provider that helps businesses get the capital they need and partners with them for what comes next.
Founded in 2010, Credibly offers working capital loans, merchant cash advances, and other financing options built around how real businesses operate. The goal is simple. Make funding faster, clearer, and easier to understand.
Instead of relying only on credit scores, Credibly looks at the full picture, including your cash flow, revenue trends, and overall business performance. This allows more businesses to qualify, including those that may not meet traditional bank requirements. If the timing isn’t right today, Credibly stays in touch, sharing resources and checking in until it is.
Credibly combines technology with real human support. You can get a decision in as little as two hours and funding in as little as four, while still working with a team that takes the time to understand your business. From there, Credibly helps you find the right financing for your business. Not just what you qualify for, but what you can actually afford to grow with.
Credibly's Mission
We believe in small and medium-sized businesses and the people who make them grow. We leverage cutting-edge data science, technology, partner relations, and customer support to provide business owners with accelerated access to right-sized capital solutions.
Credibly’s story: From small business owner to financing provider
Before Credibly, I was a small business owner. My introduction to the business world was hands-on: running a cafe, starting an online microbrew business, and building up property ventures. I’ve felt the weight of running a business.
Then came the 2008 recession. Suddenly, banks weren’t seeing business owners as people; they were seeing them as risky numbers. Even if a business was strong, getting a funding decision could take over 90 days. That kind of wait isn’t just frustrating. It’s a threat to a small business’s survival. I knew we had to find a better way.
In 2010, we founded RetailCapital (now Credibly) on a simple belief: that a strong business deserves access to capital. We should treat customers the way we’d want to be treated.
That belief is still what guides every decision we make. We’ve made it through difficult seasons. I expect there will be more. My promise to you is that no matter what comes, we will keep our commitments that we’ve published in the Credibly Credo.
Ryan Rosett
Founder & co-CEO
Our values
We are output driven
We challenge ourselves and others. Trying and failing is still a success.
We love spirited debate
Everyone has a voice, and should use it. There is no such thing as rank when discussing what is right for the business.
We embrace challenges
We don’t let the unknown stop us. We figure it out.
We care
We care about producing high quality work, and we care about how that impacts our customers.
We are curious
We’re students of the future, energized by the unknown. We question assumptions, chase better answers, and explore what others overlook and we turn that wonder into real-world impact
Key facts and company overview
Credibly is a U.S.-based small business financing provider founded in 2010. The company provides financing directly and also connects businesses to additional options through a network of funding partners.
The key facts below give a quick snapshot of how Credibly works, including its scale, speed, and reach.
- Founded: 2010
- Headquarters: Southfield, Michigan
- Additional offices: New York, NY and Tempe, AZ
- What Credibly does: provides working capital loans and merchant cash advances directly, plus access to equipment financing, long-term loans, business lines of credit and SBA loans through a network of external funding
- Funding range: $5K to $600K
- Businesses financed: 55,000+
- Total financing provided: $3+ billion
- Approval: in as fast as 2 hours
- Funding: in as fast as 4 hours
- Pre-qualification: soft credit inquiry only
- Security: SOC 2 certified
The Credibly Credo
These principles define how we work with you — and why it matters.
To the small business owner
1. We make lending decisions with your best interests in mind.
Your business’s ability to handle the right amount of financing comes before our revenue.
What you can expect:
- An offer sized to your revenue that strengthens, not depletes or weakens, your business.
- Respect for your time, through fast and frequent communication about your application
- We will say yes, but we will also say no – when the numbers don’t support moving forward
2. Our people are measured by your success, not your signature.
Our sales team will not pressure you.. They ask questions, they listen, and they provide the options that best fit you.
What you can expect:
- Ethics above all else: a team trained to understand your business before recommending anything
- Every cost, every term, explained in plain language before you commit
- Our people are here because they genuinely want to see you succeed
3. We think about your business the way you do — long term.
We grow with your business through bridge financing and preferential rates and terms.
What you can expect:
- Returning merchants get preferential terms that reflect their track record
- Bridge and additional financing before you renew that can help your business grow
- We renew when you can net the right amount of capital for your business; we will never lock you into a cycle where the majority of funds are used to pay off prior fundings.
4. Your business is earned, not bought. Everyone who reaches you in our network has earned it.
We work to curate the brokers in our network to ensure they meet our standard of excellence. We terminate any partners who are found to break the trust with merchants.
What you can expect:
- Actively select partners who have your best interests in mind, and earn well by earning it right
- Follow best practices in clear, transparent terms and pricing
- A network built on a reputation for caring about long term success for all
5. We’re with you through the hard times, not just the good ones.
Whether you’re growing or navigating a difficult stretch, we show up — and we work with you, not against you.
What you can expect:
- A team that helps you navigate setbacks without judgment
- Options designed to ease difficult periods, not penalize you for them
- We remember you for your track record, not your most difficult moment
What types of financing does Credibly offer to small businesses?
Credibly offers a range of financing options for small businesses, including working capital loans, merchant cash advances, equipment financing, long-term loans, business lines of credit, and SBA loans.
No two businesses are the same. Credibly takes the time to understand yours, your cash flow, your goals, and what your business can actually support. The right product and amount follow from that. Not the other way around.
The table below outlines Credibly’s primary financing products, including typical amounts, terms, and best use cases.
Product | Type | Amounts | Terms | Best for |
|---|---|---|---|---|
Working Capital Loan | Business loan | $25K-$600K | 6-24 months | Short-term needs with a predictable repayment schedule – inventory, payroll, equipment or expansion. Straightforward to qualify for and one of the fastest paths to funding. |
Merchant Cash Advance | Purchase of future sales*** | $5K-$600K | 3-24 months | Businesses with variable revenue – retail, restaurants, seasonal operations. Remittance may be adjusted to your previous sales volume, so slower months stay manageable. |
Equipment Financing* | Equipment-backed financing | $10K-$10M | Varies | Purchasing or upgrading specific equipment. Qualification is often tied to the equipment itself, but funds can only be used for that purchase – not for general working capital. |
Long-Term Loan* | Business loan | $50K-$10M | Up to 120 months | Larger, longer-term investments in established businesses. Higher funding amounts come with higher requirements – strong credit history, substantial revenue and more documentation than shorter-term products. |
Business Line of Credit* | Revolving credit
| $5K-$300K | Up to 24 months | Ongoing cash flow management and variable needs. Draw what you need, when you need it. More flexible than a term loan but a smaller limit. |
SBA Loan* | Government-backed loan | Up to $5M | Up to 60 months | Businesses that qualify for government-backed terms and can accommodate the process. Competitive rates, but expect more documentation and a longer approval timeline than other options. |
What are the eligibility requirements for Credibly financing?
Credibly’s eligibility requirements vary by product, but most financing options are based on time in business, monthly revenue, and credit profile. The requirements below provide a general overview of what is needed to qualify.
Working Capital Loan and Merchant Cash Advance:
- 6+ months in business
- $20K average monthly deposits
- 550+ FICO score
Equipment Financing, Long-Term Loans, Business Line of Credit, SBA Loans*:
- 6+ months in business
- $15K+ average monthly deposits**
- 500+ FICO score
Why do business owners choose Credibly?
Business owners choose Credibly for how the company works with them, not just how fast it delivers funding.
- Answers in hours, not months. Credibly delivers approvals in as fast as 2 hours and funding in as fast as 4 hours, compared to traditional bank timelines of 60 to 90 days.
- The full picture, not just a credit score. The Credibly underwriting approach looks at cash flow, revenue trajectory, seasonality and overall business health, not just a single number. The application requires three or four months of bank statements and one short form.
- Right-sized, not oversized. Credibly structures financing based on what a business can realistically afford. The goal is to help you grow without overextending your cash flow.
- A real team, not just a portal. Many financing providers have moved to fully automated processes. Credibly uses technology to move faster but keeps real people involved where it matters. Every business works with a member of the team.
- “Not yet” instead of “no.” Most financing providers disappear after a decline. Credibly stays in touch, checks in, and helps business owners work toward qualifying when the numbers are not there yet.
- Data science you can trust. Credibly uses a proprietary approach that combines traditional credit measures with real-time business data to build a complete picture of your business’s overall health. The pre-qualification process uses a soft credit inquiry only, so checking your options does not impact your credit score.
- Funding with peace of mind. Credibly is SOC 2 certified, meaning it follows established standards for protecting sensitive business and financial data.
How does the Credibly financing process work?
The Credibly financing process works by collecting basic business information, evaluating financial performance, and matching each business with an appropriate funding option — often within hours.
- Apply online. Provide basic business information through a short application. This step uses a soft credit inquiry only.
- Get matched. Credibly reviews your application and matches you with a financing option that fits your business, either directly or through a funding partner.
- Review your offer. See your terms and costs clearly laid out. Review your remittance or repayment schedule. Ask questions if anything is unclear. The Credibly team is available to walk through every detail.
- Get funded. Once approved, funds can be deposited into your account in as fast as 4 hours, depending on the product and application details.
Approval
as fast as 2 hours
Funding
as fast as 4 hours
$3+
Billion in financing
55,000+
Small businesses financed
Speak to a loan expert
Frequently asked questions about Credibly
Is Credibly a trusted financing provider?
Yes. Credibly has been working with small business owners for more than a decade and has provided over $3 billion in financing to more than 55,000 businesses.
The company is SOC 2 certified, meaning it follows strict standards to protect your data. It also works with institutional funding partners, showing its approach is trusted at scale.
Is Credibly a direct lender?
Credibly operates as both a direct lender and a financing partner. The company directly provides working capital loans and merchant cash advances, while also offering access to additional financing options—such as equipment financing, long-term loans, business lines of credit, and SBA loans—through a network of funding partners.
Who owns Credibly?
Credibly is a privately held financial technology company led by its co-founders and co-CEOs, Ryan Rosett and Edan King.
The company is backed by institutional investors and has grown steadily since 2010 by supporting small businesses and continuing to invest in its platform.
What is the difference between a working capital loan and a merchant cash advance?
A working capital loan is a business loan with fixed repayment terms and a set schedule. A merchant cash advance is not a loan — it is a purchase of a portion of future sales, with a flexible remittance structure that moves with your business volume. Costs for both a working capital loan and an MCA are expressed as a factor rate.
How do I qualify for financing through Credibly?
Eligibility for Credibly financing depends on the product. For financing provided directly by Credibly, businesses generally need at least 6 months in operation, $20K in average monthly deposits, and a minimum 550 FICO score. Products available through Credibly’s network of funding partners may have different requirements.*
The best way to determine eligibility is to apply online. The process takes about ten minutes and uses a soft credit inquiry, so it does not impact your credit score.
How does Credibly determine how much funding I qualify for?
Credibly determines how much funding a business qualifies for based on its cash flow, revenue consistency, and overall financial health rather than relying solely on a credit score. The underwriting process evaluates factors such as average monthly deposits, revenue trends, seasonality, and existing financial obligations.
For most applications, Credibly reviews three to four months of business bank statements along with a short application to assess performance. This data-driven approach allows Credibly to structure financing offers that align with what a business can realistically afford.
By focusing on real business activity instead of rigid credit thresholds, Credibly is able to provide right-sized funding amounts designed to support growth without overextending cash flow.
How fast can I get funded?
Credibly can deliver financing approvals in as fast as 2 hours and funding in as fast as 4 hours, depending on the product and application details.
Will applying hurt my credit score?
Applying with Credibly does not affect your credit score because it uses a soft credit inquiry for pre-qualification. If you move forward with a financing product, additional steps may vary depending on the provider.
What if I don’t qualify right now?
A decline is not a dead end. Credibly stays in touch with business owners who don’t qualify today, checking in, sharing resources, and helping you get to a place where you’re ready to apply again.
What is a factor rate and how is it different from APR?
A factor rate is a fixed number that determines the total cost of your financing upfront. For example, if you receive $50,000 at a factor rate of 1.2, you will owe $60,000 total — and that number does not change. An annual percentage rate (APR), by contrast, can compound over time, meaning the total amount you owe can continue to grow. Credibly uses factor rates so you know exactly what the full cost is from day one. If you satisfy your financing obligation early, a discount may apply.
What industries does Credibly serve?
Credibly serves businesses across 1,000+ industries in all 50 states. There are some restrictions to a specific industry type, and eligibility depends on the health and history of the individual business.
How is Credibly different from a bank?
Credibly is different from traditional banks because it focuses on speed, flexibility, and how your business is actually performing, not just strict credit requirements and tax returns.
Banks can take 60 to 90 days to make a decision and often require extensive documentation and collateral. Credibly looks at your overall business health and cash flow, works to deliver decisions in hours, and gives you a real person to work with throughout the process.
How did Credibly get started and how has the company evolved?
Credibly was founded in 2010 when small business owners were struggling to get financing from traditional banks. Decisions took weeks or months, and many businesses were left waiting without clear answers.
From the beginning, the approach was simple. Look at the full picture, not just a credit score, and move quickly when a business makes sense.
Today, Credibly has provided more than $3 billion in financing to over 55,000 businesses across 1,000+ industries. The mission has not changed. Find reasons to say yes, not reasons to decline.
The timeline below shows how Credibly has built on that approach over time.
2010 - Founded as RetailCapital
The U.S. was still recovering from the worst financial crisis in a generation. Banks had pulled back. Credit was frozen. Small business owners were waiting 60 to 90 days just to hear whether a bank would say yes.
Ryan Rosett founded RetailCapital, later Credibly, to get capital to small businesses faster. Edan King soon joined as co-CEO. They started with retail businesses and reviewed every application by hand, focusing on how each business was actually performing.
2012 - Built our own technology
The team built proprietary origination systems and launched the first online offer calculators in the industry. It replaced pen-and-paper processes with technology designed to move faster and make smarter decisions.
2014 - Backed by institutional investors
A major private equity investment gave the company the resources to grow. That same year, Credibly built its first proprietary scoring model, using data science to better understand how businesses were actually performing.
2017 - Trusted to manage a $250 million portfolio
Credibly was chosen to manage a $250 million portfolio, a sign that institutional partners trusted how the company evaluates businesses and manages financing over time.
It was an important milestone. It showed that the same approach used to support small business owners could also stand up at a much larger scale.
2018 - First securitization of assets
Credibly completed its first securitization, bringing in institutional capital to support more small business financing. This important step showed that outside investors trusted the performance of Credibly’s financing, which made it possible to fund more businesses.
2018 - RetailCapital becomes Credibly
The company had long outgrown its original focus on retail businesses. The name change to Credibly reflected what the team had become: a financing provider serving businesses across 1,000+ industries, built on credibility and trust.
2020 - Reimagined underwriting for speed and accuracy
When COVID-19 hit, everything changed for small businesses overnight. The team reworked its underwriting from the ground up, building the foundation for faster, more accurate decisions when businesses needed answers most.
2021 - Second securitization of assets
Credibly completed its second securitization, one of the first in the industry since COVID-19. It was a strong signal of confidence from investors and showed that Credibly’s financing continued to perform, even after a period of uncertainty.
2022 - Earned investment-grade ratings
Credibly secured an investment-grade rating, a strong signal of trust from institutional partners and investors.
At the same time, the team improved how applications are reviewed by automating bank statement analysis, helping speed up decisions while keeping them consistent.
2023 - Named a Top Workplace
Credibly was named a Top Workplace by Energage, the first of three consecutive years. The Michigan and Arizona offices were also recognized, along with the financial services team.
These awards reflect the culture behind the work. A team that asks questions, challenges ideas, and takes the time to understand the businesses they support. At Credibly, every voice matters, because better ideas lead to better outcomes for small business owners.
2024 — April: Third securitization
Credibly completed its third securitization and renewed its credit facility, adding $175 million in financing capacity to support small businesses. This milestone expanded the company’s ability to deliver funding at scale.
2024 – May: First AI patent filed
Credibly filed its first AI patent, introducing technology that improved industry classification accuracy from approximately 65% to 95%.
This made it easier to understand each business more accurately and match it with the right type of financing.
2024 – August: Launched Online Checkout
Credibly launched Online Checkout, giving business owners a faster, simpler funding experience from application to close.
2024 — September: First Credibly Small Business Award
Credibly launched its first Small Business Award, a grant program open to any small business with no strings attached.
2025 - Top Workplace winner for the third consecutive year
Credibly was named a Top Workplace in America for the third year in a row. The Michigan and Arizona offices earned the same recognition, and Credibly was again recognized as a Top Workplace in Financial Services.
The company also received recognition for employee wellbeing, appreciation, and professional development. Earning these awards year after year reflects a culture the team has built together and continues to show up for every day.
2025 — April: Launched Credibly.ai
Credibly launched credibly.ai, a platform showcasing how the company applies artificial intelligence to improve financing experiences and decision-making for small businesses.
2025 — July: Added "We are Curious" as a core value
Credibly added a fifth core value, “We are Curious,” built around asking better questions and always looking for better answers. It reflects a commitment to keep learning, keep improving, and ultimately support small business owners in a more thoughtful and informed way.
2025 — August: Launched Dynamic Offers
Credibly launched Dynamic Offers, a tool powered by machine learning that gives financing partners the flexibility to customize deals in real time. It was built directly from partner feedback, shaped by the people using it every day to better support the businesses they work with.
2025 — September: Second annual Credibly Small Business Award
Credibly hosted the second annual Small Business Award, continuing a program built to give back to the small business community. More than just a grant, it is a way to support the people behind the businesses and invest in the communities they serve.
2025 — November: Reached $3 billion in financing
Credibly reached $3 billion in total financing provided to small businesses, a milestone built on more than 15 years of steady growth.
It reflects the thousands of businesses supported along the way and the relationships built over time.
2026 — January: Second AI patent secured
Credibly secured its second AI patent, focused on better understanding what a business can afford and building financing offers around it. Two patents in less than two years, built on more than 15 years of real lending experience.
2026 — January: Partnership with Cloudsquare
Credibly partnered with Cloudsquare to help financing partners submit deals faster and track them in real time.
The company also released its annual small business financing research report for the third consecutive year, built from real data and insights shared by business owners.
Where to find us
Michigan (headquarters)
25200 Telegraph Rd, Suite 350
Southfield, MI 48033
New York
270 Madison Ave, Suite 1406
New York, NY 10016
Arizona
1501 W Fountainhead Pkwy, Suite 630
Tempe, AZ 85282
Media inquiries: [email protected]
*Some products are made available through the Credibly network of external funding partners. Eligibility requirements for partner products may differ from those for products provided directly by Credibly.
**$15K+ avg. deposits for a 3-4 month average and the most recent month.
***A merchant cash advance is not a loan. It is a purchase of a portion of future sales. Costs are expressed as a factor rate, not an interest rate. Remittance may be reviewed on a monthly basis and adjusted to business volume during the month.
Credibly merchant cash advances and working capital loans to merchants in California are provided by Retail Capital LLC. All other Credibly products in all other jurisdictions are provided by Credibly or Arizona LLC.
Financing terms are based on a good-faith estimate and assume consistent monthly revenue. Actual time to satisfy the MCA may vary.