“Can a small direct lender profitably serve SMBs with merchant cash advances and working capital loans in a market dominated by embedded/orchestrated capital platforms?”
Tenthly is a small (4-person) financial services firm founded in 2023 in Fort Lauderdale, offering merchant cash advances, working capital loans, and business lines of credit to SMBs. There is no evidence of embedded finance infrastructure — Tenthly appears to be a direct-to-merchant funder rather than an embedded lending platform.
Tenth's lending and capital products are provided by Tenthly (in-house).
Tenth is founded in 2023 and headquartered in Fort Lauderdale, Florida, United States.
Get a read on where your own stack stands against Tenth 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.