Behalf Taps Former Kabbage Executive as New CEO

Small business financing and payments company Behalf has a new man at the top. The company announced that Rob Rosenblatt, who has been serving as Behalf president for the past six months, will now take over the role of Chief Executive Officer of the eight-year old firm.

“Consumers have enjoyed a broad range of financing solutions offered by retailers and e-tailers for many years,” Rosenblatt said in a statement. “Now is the time for every major business seller to make net terms and extended financing solutions available to their customers in order to facilitate commerce. Behalf is ideally suited to help accelerate the adoption of these solutions.”

Rosenblatt will replace company co-founder Benji Feinberg, who had served as the company’s CEO since its founding in 2012. Rosenblatt’s appointment will mean that Behalf’s customer-facing functions will be based in New York City, with the firm’s R&D capabilities continuing to be housed in Behalf’s offices in Ra’anana, Israel.

Before coming to Behalf in February of this year, Rosenblatt was Head of Lending and GM of Lending Operations for Kabbage. He was also previously Chief Customer and Chief Marketing Officer for Flywire. Rosenblatt is currently on the board of directors of prepaid card provider PEX Card.

Behalf helps small businesses manage cash flow and expenses by enabling them to quickly and affordably finance almost any business purchase. The company uses its own proprietary credit scoring methodology to guide its purchase financing, and pays vendors directly on behalf (hence the name) of small businesses while collecting repayments on behalf of the vendor. With Behalf, B2B sellers are able to get paid upfront, without needing to worry about credit risk, as well as enjoy larger average order sizes. Buyers benefit from ready access to financing, including avoidance of the financing fee if repayment is made during the grace period.

“There is real demand for Behalf’s financing solutions in B2B commerce,” Behalf Executive Chairman Michael Heller said. “Now is the ideal time for Rob and the entire Behalf team to seize the opportunity and focus on growing the company.” Heller is also an Operating Partner at Oak FT/HC and MissionOG.

Behalf has raised $310 million in funding from investors including Viola Growth, Spark Capital, MissionOG, Visa, and Sequoia Capital Israel.

Photo by Ian Panelo from Pexels

Behalf Brings in Funding from Visa

Alternative small business lending platform Behalf has benefitted from its ties with Visa this week. The New York and Israeli-based company announced it landed an undisclosed amount of funding from the payments giant, marking Visa’s first investment in an Israeli company.

The investment will be added to Behalf’s previous total funding of $306 million in combined debt and equity. As part of today’s deal, Visa will have access to Behalf’s small business clients to market its tokenized Visa Virtual Card, a payment solution that offers businesses instant financing for business purchases. Visa will begin marketing the card in the U.S. and expand to more markets later this year.

“Our network of B2B merchants can fit Behalf seamlessly into their eCommerce flow, receive payment immediately and provide their business customers with more buying power and flexible payment options at checkout,” said Benjy Feinberg, Behalf CEO. “We are proud to partner with Visa with the goal of making purchases easier.”

The partnership is part of Visa’s strategy to promote its products through collaborations with startups and fits with the company’s commitment to invest up to $100 million in fintechs. Shahar Friedman, acting general manager for Visa in Israel, described small businesses as being “the backbone” of the global economy. “This partnership is a result of a close collaboration between the Visa Innovation Studio Tel Aviv and the dynamic Israeli start-up ecosystem to bring the power of the VisaNet global network to promising young companies in Israel such as Behalf,” he added.

Founded in 2012, Behalf offers short-term purchase financing for small-to-medium-sized businesses (SMBs). Unlike other alternative SMB lenders such as Kabbage or OnDeck, Behalf does not issue funds directly to the SMB. Instead, the startup pays the small business’ vendors on the SMB’s behalf. Having flexibility in repaying their suppliers helps merchants increase their production and ultimately grow their business.

Feinberg showcased Behalf’s vendor payment platform at FinovateFall 2014. Since then, the company has partnered with FinWise bank to offer SMB clients a broader range of financing solutions and, earlier this year, secured $150 million in debt financing.

Finovate Alumni News


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This post will be updated throughout the day as news and developments emerge. You can also follow all the alumni news headlines on the Finovate Twitter account.

Behalf Lands Equity Funding and Secures $150 Million in Debt Financing

Alternative lending startup Behalf just received more fuel to help power small-and-medium-sized businesses (SMBs). The New York-based company received $150 million in debt financing and an undisclosed amount of equity funding this week.

The debt round was led by a private investment fund managed by Soros Fund Management, with previous investor Viola Credit also participating. Both investors also contributed to Behalf’s equity round; the company’s equity funds now total more than $156 million.

Benjy Feinberg, founder and CEO of Behalf said that the funding is a significant step forward that will allow Behalf  to “expand our fast-growing e-commerce B2B financing platform and enhance our ability to provide the best business terms to customers, in a fraction of the time of a traditional business lender.”

Behalf extends short-term purchase financing to underserved SMBs by using technology and big data to assess the creditworthiness of the business and its owner. Unlike other alternative SMB lenders such as Kabbage or OnDeck, Behalf does not issue funds directly to the SMB. Instead, the startup pays the small business’ vendors on the SMB’s behalf (hence the name Behalf). Having flexibility in repaying their suppliers helps merchants increase their production and ultimately grow their business.

Uri Galai, partner at Viola Credit said Behalf’s technology “will change the landscape of business lending.” He added, “Behalf understands that the buyer-seller relationship has changed, and is providing an unparalleled solution to the increased demands from vendors and their customers seeking financing.”

Feinberg showcased Behalf’s vendor payment platform at FinovateFall 2014. Since it was founded in 2012, the company tripled its revenue and now counts Lenovo, Best Buy and PCM in its network of accepting partners. Last year, the company partnered with Utah-based FinWise Bank to offer SMBs a broader range of financing solutions.

Finovate Alumni News


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Around the web

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This post will be updated throughout the day as news and developments emerge. You can also follow all the alumni news headlines on the Finovate Twitter account.

Behalf Teams Up with FinWise Bank to Boost Small Business Lending Options

Utah-based FinWise Bank, a subsidiary of All West Bancorp, is partnering with alternative small business lender Behalf. Together the companies hope to provide a broader range of financing solutions to a greater number of SME clients. “We founded Behalf in advocacy of small businesses and solving their working capital needs with innovative technology solutions is our central focus,” company co-founder and CEO Benjy Feinberg said. “Partnering with FinWise allows us to expand our product offering and serve more customers with financial tools that help them grow,” he added.

Behalf enables its merchant partners to offer business clients instant credit and flexible payment terms at the point of sale.  In fact, term flexibility is the key area of focus for Behalf, especially because it is a key pain point for many small businesses. By paying vendors directly “on behalf” of small businesses – as well as managing repayment and collections – Behalf gives small businesses the ability to match financing terms with the needs and timetable of their business, not the other way around. “Now she has the time to grow her business, and the credit to grow her business because she now has the terms that she needs,” Feinberg said, explaining how the platform worked for small business owners during his company’s FinovateFall demo. At the same time, he added, vendors enjoy working with Behalf because they get paid on day one as opposed to day 29 or day 89.

Behalf produces credit decisions in real-time. Business clients provide personal and business addresses, as well as a social security number, and Behalf tells them what size credit line the business qualifies for. Businesses can use the line of credit for both online and offline purchases, and the size of the client’s available line of credit increases each time the client pays off Behalf. Rather than negotiating terms with multiple vendors, Behalf Director of Product Andrew Abshere explained, the Behalf client now has flexible terms with a single payee. “She can take these terms with her anywhere, to any vendor,” Abshere said. He then showed how clients set up vendor payments directly through the Behalf platform, adjust the length and frequency of repayment, and add bank details to enable automatic repayment. Once the bank information is authorized, Behalf contacts the client’s vendors by e-mail, notifying them that Behalf will be paying “on behalf” of the client. The process takes less than five minutes.

David Tillis, VP of Specialty Lending at FinWise Bank praised Behalf’s “talented people, technology, and acquisition channel” which he said would “change the landscape of business lending.” A self-described, “financial tech bank with a community heart,” FinWise Bank was founded in 2000 and is headquartered in Sandy, Utah. Also known as Utah Community Bank, FinWise Bank has teamed up with fintechs in the lending space before, most recently partnering with direct loan provider, LendingPoint, in March

Founded in 2011 and headquartered in New York City, Behalf demonstrated its vendor platform at FinovateFall 2014. A member of CB Insights’ Fintech 250, Behalf has raised $156 million in funding, including a $27 million Series C a year ago this month. MissionOG, Spark Capital, and Viola Growth are among the company’s investors.

Finovate Alumni News


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This post will be updated throughout the day as news and developments emerge. You can also follow all the alumni news headlines on the Finovate Twitter account.

44 Alums Populate CB Insights’ Fintech 250 List

This week, CB Insights unveiled its Fintech 250 list. The research outfit selected 250 emerging, private companies in 17 sub-sectors of fintech that are changing the face of financial services. The roster includes 44 Finovate and FinDEVr alums that were selected using CB Insights’ data-driven process that analyzes company momentum, market participation, funds raised, and investor quality.

The list is in alphabetical order.









Credit Karma





Gusto (formerly ZenPayroll)










Personal Capital





Ripple Labs
















Finovate Alumni News


  • Payworks Unveils Next Generation Payment Gateway, Pulse
  • Check out this week’s FinDEVr APIntelligence
  • Jumio Raises $15 Million from its New Owner, Centana Growth Partners

Around the web

  • Currency Cloud partners with Arkea Banking Services to provide faster payments and better reconciliation. Join Currency Cloud in New York next week for FinovateFall 2016.
  • looks at Behalf and its recent $27 million Series C.
  • Bluefin Payment Systems unveils PAX devices for PCI-validated, point-to-point encryption (P2PE).
  • Uber and Visa team up on local offers.

This post will be updated throughout the day as news and developments emerge. You can also follow all the alumni news headlines on the Finovate Twitter account.

Behalf Raises $27 Million


In a round led by new investor Viola Growth, small business financing innovator Behalf has raised $27 million in Series C funding. The investment will support the company’s increased investment in business development as well as further innovation in its purchase-financing platform.

Calling small businesses the “unsung heroes of the U.S. economy,” Behalf CEO and co-founder Benjy Feinberg pointed to his company’s platform as a solution to help them get the necessary financing to grow. “Behalf has a simple solution, driven by data and technology, that allows us to provide well-priced and flexible credit tools to help SMBs and their suppliers grow profitably,” he said. Also participating in the round were previous investors Sequoia Capital, Spark Capital, MissionOG, and Vintage. The Series C takes Behalf’s total capital to $156 million.


CEO Benjy Feinberg presented Behalf’s Vendor Platform at FinovateFall 2014.

Behalf pays vendors directly on their small client’s behalf—hence, the name. This approach, which relies on Behalf’s proprietary credit scoring technology, helps bring short-term purchase financing to small businesses faster and more efficiently: Small businesses can buy up to $50,000 in inventory on the Behalf platform, with terms ranging from $10 to $30 for every $1,000 per month borrowed.

Founded in 2011 and headquartered in New York City, Behalf demonstrated its Vendor Platform at FinovateFall 2014. The company has doubled revenues every six months since inception, and recently added Jorgen Bocklage as CFO. Bocklage founded 118 118 Money and is a former VP of finance at Dashlane, a fellow Finovate alum.

Harel Beit-On, Viola Growth founder and general partner who will be joining the Behalf board of directors, praised the company’s team and its growth, saying the company had targeted a “fast growing market” that was “valued by analysts in the trillions, that is underserved by banks.” Behalf says over the next twelve months it will be adding talent in a variety of roles ranging from marketing to engineering.

Finovate Alumni News


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Around the web

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This post will be updated throughout the day as news and developments emerge. You can also follow all the alumni news headlines on the Finovate Twitter account.

Behalf Closes $119 Million Series B


Check out the big raise for Behalf.

Alternative small-business financier Behalf announced a $119 million investment that takes the company’s total capital to $129 million. The Series B round was led by MissionOG, an early to growth-stage VC firm, and the new funding will go toward adding staff, as well as providing more and larger working capital lines to SMEs.

Joining MissionOG in the Series B were Maverick Ventures, Sequoia Capital, Spark Capital, and Victory Park Capital. Victory Park Capital provided a credit facility as well as an equity contribution.

Behalf also announced the opening of new headquarters in New York City.


From left: Behalf VP of Product Meeka Metzger; Director of Product, Andrew Abshere; and founder and CEO Benjy Feinberg presented the Behalf’s Vendor Platform at FinovateFall 2014 in New York.

Behalf enables small businesses to buy up to a $50,000 inventory. The company directly pays vendors for the small business, and the business pays Behalf back on terms ranging from $10-$30 per $1,000 per month. Behalf uses its proprietary credit-scoring technology to approve as many as 40% of its applicants, and can provide credit decisions in less than four minutes.

Merchants appreciate being able to pay vendors on whatever terms their vendors demand, and repay Behalf on terms that may be more flexible and favorable to them.

The company began 2015 with a new collaboration involving MasterCard and Comdata, to provide financing options for small businesses using MasterCard. In February, Behalf CEO Benjy Feinberg was interviewed by Ideamensch, and in March, the company was a finalist in the “Best B2B Innovation” category at the 2015 PYMNTS Innovator Awards 2015. Founded in 2011 and based in New York City, Behalf demonstrated its Vendor Platform at its Finovate debut, FinovateFall 2014.