Hello Alice
“Can a grant-and-community SMB platform become the embedded financial OS for underserved small business owners by layering credit cards, loan marketplaces, and AI-driven capital tools onto its 1.5M-member network?”
Founded in 2017 as a resource and community platform for small business owners, Hello Alice (operated by Circular Board Inc.) initially focused on connecting entrepreneurs to grants and business opportunities. Over time, it evolved into a full fintech platform offering embedded lending, credit cards, and an AI-powered financial health toolkit for its 1.5 million SMB community. The Series C in 2024 with Mastercard as a strategic investor marked a decisive shift toward embedded finance products — particularly credit and capital access for underserved founders. The Lendflow-powered loan marketplace and Mastercard co-branded card represent the company's embedded finance buildout.