Embedded-finance provider tracked in the Embedded Finance Index — disclosed by 3 companies across 1 category.
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Founded in 2019 (originally as Guild Technology), Cardless initially focused on helping sports franchises and consumer brands launch co-branded credit cards quickly. After its Series B in 2021, it broadened from sports/lifestyle brands to a full B2B2C embedded credit infrastructure play. By 2024, Cardless repositioned itself explicitly as an 'embedded credit card platform' with modular APIs and pre-built components, targeting any brand wanting to embed credit natively. In 2025, the company extended its platform into BNPL and broader lending products, signaling a move from card-launch vendor to a full embedded credit OS.
Other Card Issuing providers in the index, by the number of companies that disclose them. A count of public disclosures, not a ranking of the products.
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alt="Ranked #52 of 227 in Card Issuing — Embedded Finance Index 2026">
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<img src="https://www.embeddedfinanceindex.com/api/badge/cardless/install" width="1" height="1" alt="" style="display:none">3 companies are linked to Cardless in the Embedded Finance Index 2026, through their own public disclosures or Cardless's published customer list, including Bilt, Avianca Lifemiles and Simon Property Group.
Cardless is an embedded-finance provider in Card Issuing. It ranks #52 of 227 Card Issuing providers by linked companies.
The most-named Card Issuing alternatives to Cardless are Marqeta (66 buyers), Stripe Issuing (32 buyers), Enfuce (25 buyers), Paymentology (23 buyers), Sutton Bank (21 buyers) and Pliant (20 buyers).
Cardless was founded by Michael Spelfogel and is founded in 2019, headquartered in San Francisco, CA 94107, USA.
Cardless has raised $170M+ in total.
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