“Can a family-owned equipment finance company become the embedded financial services backbone for technology vendors, MSPs, and equipment dealers by layering billing, usage programs, and capital on top of its leasing infrastructure?”
Founded in 1992, GreatAmerica started as a traditional commercial equipment leasing company. Over time it expanded beyond direct leasing to offer vendor financing programs for manufacturers, distributors, and resellers — essentially becoming embedded finance infrastructure for equipment vendors. The company has increasingly built out adjacent services including custom billing, usage-based programs, and As-A-Service program support, moving from pure capital provider toward a financial technology platform for managed service providers and technology resellers.
GreatAmerica moves money over ACH.
GreatAmerica uses Middesk for KYC and identity verification.
GreatAmerica integrates with QuickBooks, Xero, Sage Intacct, ConnectWise Manage, Datto Autotask PSA and Kaseya BMS.
The Embedded Finance Index 2026 maps 4 layers in GreatAmerica's stack: Money movement (ACH); Lending (Equipment leasing, Equipment financing, Vendor financing programs, As-A-Service programs and 4 others); KYC (Middesk); Accounting (QuickBooks, Xero, Sage Intacct, ConnectWise Manage and 2 others).
GreatAmerica is founded in 1992 and headquartered in Cedar Rapids, Iowa, United States.
GreatAmerica has raised $655.3M in total.
Get a read on where your own stack stands against GreatAmerica 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.