Capital Gurus
“Can a small-business lender become the embedded financing layer inside payroll, HR, and affiliate platforms by offering API/white-label working capital?”
Founded2022
HQLas Vegas, Nevada, United States
FoundersPeter Ribeiro, Bruno dos Santos
IndustryFintech / Lending
The story
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.
Last 12 months
Product timeline
2022
Capital Gurus founded in Las Vegas, Nevada as a small business lending platform offering term loans, lines of credit, and equipment financing.· lending
2025
Launched Orange County, California office as third location, with a fourth underway; described July 2025 as biggest production month.· expansion
2025
Unveiled Affiliate Embedded Financing program enabling affiliates to deliver real-time small business financing via API and white-label integration.· lending
2026
Actively marketing embedded working capital and lines of credit to payroll and HR platforms via API/white-label integration.· lending
The stack
1 layer disclosed in Capital Gurus’s embedded-finance stack
Lending
Line of Credit (up to $5,000,000)Term LoansEquipment FinancingAffiliate Embedded FinancingEmbedded working capital for payroll/HR platforms
Accounting gap: none