“Can a specialized e-commerce lender become the primary financial OS for marketplace sellers by embedding capital, banking, and payments directly into the platforms where they sell?”
Founded in 2017 as a working capital lender for Amazon sellers, SellersFunding built AI-driven underwriting on top of marketplace sales data to serve a segment traditional banks ignored. The company expanded from simple working capital loans into a broader suite including daily payouts, B2B BNPL, a prepaid business card (via Sutton Bank/Adyen), and a partnership with Amazon Lending to offer credit lines up to $10M inside Seller Central. Rebranding to SellersFi, the company is positioning itself as a full-stack financial services platform for e-commerce brands globally, adding a banking portal and diversifying beyond Amazon to Shopify and other channels.
Sellersfunding discloses Sutton Bank as its banking provider, according to the Embedded Finance Index 2026.
Sellersfunding does not disclose a bank charter of its own; its banking services are provided through Sutton Bank.
Sellersfunding processes payments through Adyen.
Sellersfunding's cards are issued through Sutton Bank.
The Embedded Finance Index 2026 maps 5 layers in Sellersfunding's stack: Payments / PSP (Adyen); Banking / BaaS (Sutton Bank); Card issuing (Sutton Bank); Lending (Working Capital (term loan, $5K–$500K, 3–12 months), Amazon Seller Central Line of Credit (up to $10M, via Amazon Lending partnership), Amazon Seller Central Term Loan ($25K–$2.5M, 3–24 months), Revenue Advance and 4 others); Sponsor bank (Sutton Bank).
Sellersfunding was founded by Ricardo Pero and is founded in 2017, headquartered in Weston, FL (also listed as New York, NY).
Sellersfunding has raised $380M+ (equity + debt) in total (latest round: Series A, September 2021).
Get a read on where your own stack stands against Sellersfunding 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.