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← Embedded Finance Index 2026/Vendor

Penny

Provider
LendingPSP

Embedded-finance provider tracked in the Embedded Finance Index — disclosed by 2 companies across 2 categories.

penny.com ↗Also analysed as a company — its own stack →
CategoriesLending, PSP
Rank#233 of 259 in Lending
Buyers2 companies

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Founders & story · from Penny’s own dossier

Penny AI Technologies started as a direct sales enablement app (Penny App), providing AI-powered tools for independent sales associates and brand affiliates. The company has since pivoted toward ambassador and influencer program management, launching Endlss as its flagship product targeting Shopify brands. This represents a shift from supporting traditional network marketing / direct sales reps to serving e-commerce brands running ambassador and affiliate programs.

Recent developments
  • 2024-09Sub-processors list updated as of September 23, 2024, reflecting Penny App's current infrastructure vendors. source ↗
  • 2023-03-01Unveiled Penny Connect embedded finance proposition for digital SME lending source ↗
Full dossier: Penny’s own stack, layer by layer →
Who uses Penny
2 companies disclose Penny in their stack
Download “Built on Penny” image ↓
Funding CircleCents
Buyer mix · 2 of 2 classified
Fintech / Lending · 1Vertical SaaS / Laundromats · 1
UK · 1US · 1
What the disclosures say
Cents
“Cents operates its own laundry-specific payment systems (Laundroworks central VAC kiosk and Penny on-machine card reader) accepting credit/debit, Apple Pay, Google Pay, stored value, cash, and ACH via invoicing.”
The complete buyer list is not published on this page. Get the monthly recap for new Penny customers as they are disclosed. Represent Penny? Claim this profile above to unlock your own full list.
Where Penny’s buyers are
2 countries with a disclosed buyer HQ
2 classified buyers, shaded by concentration — heaviest in 🇬🇧 United Kingdom (1). HQ country, not where Penny operates.
Fewer
MoreNo disclosed HQ
🇬🇧 United Kingdom · 1🇺🇸 United States · 1
New Penny customers land in the monthly recap.
What Penny runs on · from its own dossier
The third-party providers Penny itself discloses, layer by layer — the vendor as a buyer. Distinct from the companies above that disclose Penny.
Lending
hokodo
Full dossier with evidence for each layer →
Alternatives to Penny

Other Lending providers in the index, by the number of companies that disclose them. A count of public disclosures, not a ranking of the products.

Affirm66 buyers →Klarna56 buyers →YouLend49 buyers →Mambu36 buyers →Stripe Capital33 buyers →Wisetack27 buyers →Liberis22 buyers →Afterpay17 buyers →
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An embeddable badge for Penny’s own site — it always shows this page’s current rank, so it stays accurate as new disclosures land. States its own denominator; never claims a number this page doesn’t.

Ranked #233 of 259 in Lending — Embedded Finance Index 2026
Copy-paste snippet
<a href="https://www.embeddedfinanceindex.com/vendors/penny?ref=badge">
  <img src="https://www.embeddedfinanceindex.com/api/badge/penny.svg"
       alt="Ranked #233 of 259 in Lending — Embedded Finance Index 2026">
</a>
<img src="https://www.embeddedfinanceindex.com/api/badge/penny/install" width="1" height="1" alt="" style="display:none">

Penny — frequently asked

Which companies use Penny?

2 companies are linked to Penny in the Embedded Finance Index 2026, through their own public disclosures or Penny's published customer list, including Funding Circle and Cents.

What does Penny do?

Penny is an embedded-finance provider in Lending and PSP. It ranks #233 of 259 Lending providers by linked companies.

What are the alternatives to Penny?

The most-named Lending alternatives to Penny are Affirm (66 buyers), Klarna (56 buyers), YouLend (49 buyers), Mambu (36 buyers), Stripe Capital (33 buyers) and Wisetack (27 buyers).

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