“Can a small-business lender become the embedded financing layer inside payroll, HR, and affiliate platforms by offering API/white-label working capital?”
Founded in 2022 as a direct SMB lender offering term loans, lines of credit, and equipment financing. By 2025, Capital Gurus pivoted toward an embedded and affiliate distribution model, launching an Affiliate Embedded Financing program and targeting payroll/HR platforms as embedded finance partners. The company is positioning itself as an infrastructure-layer lender that can be embedded into third-party platforms via API and white-label, moving beyond direct origination toward a B2B2B model.
Capital Gurus was founded by Peter Ribeiro and Bruno dos Santos and is founded in 2022, headquartered in Las Vegas, Nevada, United States.
Get a read on where your own stack stands against Capital Gurus 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.