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Groov

“Can a single API gateway become the default distribution layer between SaaS platforms and the UK SME lending panel?”

Founded2020
HQEdinburgh, Scotland, United Kingdom
Total raised$1.95M
Latest roundSeed
IndustryInfrastructure / Lending

The story

Groov (formerly Altior Labs / Paidup / Picopay) is an Edinburgh-based embedded-lending infrastructure startup that acts as a lending gateway between SaaS/commerce platforms and a panel of SME finance providers. The company sits in the 'single API, many lenders' category — closer to a lending-orchestration layer than a direct lender itself. Legally it operates as a credit introducer/technology provider rather than an FCA-authorised broker, and only facilitates non-regulated business finance.

Last 12 months

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Product timeline

2020

Company founded (formerly known as Altior Labs, Paidup, Picopay)· pivot

2024

Operating as Groov Technology Ltd, offering embedded lending gateway (BYOL - Bring Your Own Lender) for SMEs and SaaS platforms· lending

The stack

1 layer disclosed in Groov’s embedded-finance stack

Lending

Embedded lending gateway (BYOL — Bring Your Own Lender)Merchant Cash Advance distributionBusiness funding marketplace for SMEs

Accounting gap: minor

Groov — frequently asked

Where is Groov headquartered?

Groov is founded in 2020 and headquartered in Edinburgh, Scotland, United Kingdom.

How much funding has Groov raised?

Groov has raised $1.95M in total (latest round: Seed).

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