“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.
Hello Alice was founded by Elizabeth Gore and Carolyn Rodz and is founded in 2017, headquartered in Houston, TX, USA.
Hello Alice has raised ~$50M+ in total (latest round: Series C, April 2024; valuation: $130M post-money (2024)).
Get a read on where your own stack stands against Hello Alice 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.