“Can a vertical SaaS marketplace for independent florists become the financial operating system for the entire local floral industry — from payments and POS to capital and insurance?”
Founded in 2011 as a peer-to-peer floral marketplace connecting consumers with local florists, BloomNation initially disrupted the legacy broker model by giving florists direct consumer access and SaaS tools. After the Series B in 2019, the company was absorbed into the Promenade Group, which applied the same vertical SaaS playbook to other local retail verticals (pizza, liquor, beverages). The embedded finance layer deepened post-2022 with the launch of an integrated POS, then Stripe-powered capital advances and merchant insurance — transforming BloomNation from a pure marketplace into a full-stack vertical SaaS platform with embedded financial services for independent florists.
Bloomnation processes payments through Stripe Connect and Stripe.
Bloomnation's lending and capital products are provided by Stripe Capital.
The Embedded Finance Index 2026 maps 2 layers in Bloomnation's stack: Payments / PSP (Stripe Connect and Stripe); Lending (Stripe Capital and Promenade Capital (powered by Stripe Capital)).
Bloomnation was founded by Farbod Shoraka, Gregg Weisstein and David Daneshgar and is founded in 2011, headquartered in Santa Monica, California, United States.
Bloomnation has raised $18.2M in total (latest round: Series B, 2019).
Get a read on where your own stack stands against Bloomnation and the rest of its category — what they built versus bought, which providers they use, and where the gaps in your own strategy and competitive set actually are.