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Bloomnation

“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?”

Founded2011
HQSanta Monica, California, United States
FoundersFarbod Shoraka, Gregg Weisstein, David Daneshgar
Total raised$18.2M
Latest roundSeries B, 2019
IndustryMarketplace / Two-sided
The story

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.

Last 12 months
2025-04
2026-03
Product timeline
2011
Founded in Santa Monica as an online floral marketplace connecting consumers directly with local florists, disrupting the traditional broker model.· pivot
2013
Raised $1.65M seed round led by Andreessen Horowitz; began building SaaS tools for florists alongside the marketplace.· banking
2014
Raised $5.55M Series A; expanded platform with marketing, payments, and order management tools for florists.· pivot
2019
Raised $11M Series B led by B. Riley; moved under the Promenade Group umbrella and expanded technology to new verticals (Dig-In for pizzerias, Swigg for liquor stores, Bevv).· acquisition
2022
Promenade Group launched BloomNation Powered by Promenade POS, an integrated point-of-sale and business management platform for florists.· banking
2024
Launched Promenade Capital (powered by Stripe Capital) offering merchant cash advance financing to florist merchants on the platform.· lending
2025
Added insurance product (via Promenade Insurance page) offering small business insurance to florists, including Business Owner's Policy coverage.· banking
The stack
2 layers disclosed in Bloomnation’s embedded-finance stack
Payments / PSP
Stripe ConnectStripe
Lending
in the full report
Accounting gap: significant
2 more providers across 1 layer, with confidence-scored evidence and source URLs, are in the Embedded Finance Index report.