Proceed Finance
“Can a healthcare-focused patient financing platform owned by a large bank (Optum Bank/UnitedHealth) become the dominant embedded lending solution for dental and medical providers?”
Proceed Finance (legally Med-Den Funding, LLC) was built from the ground up to provide patient financing for dental and medical procedures, targeting cases up to $75,000. The company subsequently became a wholly owned subsidiary of Optum Bank, Inc., embedding it within UnitedHealth Group's financial services ecosystem. New loans are originated by Optum Bank or Security First Bank and serviced by Security First Bank, with WebBank/OneMain Financial acting as a secondary lending partner for dental loans in certain states. The embedded finance model here is healthcare-vertical lending facilitated through partner bank balance sheets rather than proprietary origination.