“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.
Proceed Finance discloses Optum Bank Inc. (in-house parent) and Security First Bank as its banking providers, with Optum Bank, Inc. as its sponsor bank, according to the Embedded Finance Index 2026.
Proceed Finance does not disclose a bank charter of its own; its banking services are provided through Optum Bank, Inc..
The Embedded Finance Index 2026 maps 3 layers in Proceed Finance's stack: Banking / BaaS (Optum Bank Inc. (in-house parent) and Security First Bank); Lending (Patient financing for dental cases, Patient financing for medical cases, Large dental and medical case financing up to $75,000 and Secondary dental loans (WebBank/OneMain Financial)); Sponsor bank (Optum Bank, Inc.).
Proceed Finance is headquartered in Lincoln, NE, USA.
Get a read on where your own stack stands against Proceed Finance 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.