LendingFront and Priority Commerce Bring Capital Into the Merchant Workflow

LendingFront and Priority Commerce have announced a partnership to embed business financing directly inside Priority Commerce’s MX Merchant platform. Qualified merchants can now access capital without leaving the tools they already use to manage payments and operations.

The integration surfaces financing offers based on a merchant’s own business performance data, already available inside the Priority Commerce ecosystem, according to a news release provided to PYMNTS. The embedded experience is designed to reduce friction in small business financing by surfacing relevant capital options directly inside existing workflows, rather than requiring separate applications or external lending portals.

Depending on eligibility, merchants may receive access to term loans, cash advances, or sales-based financing products. Repayment is designed to align with sales activity rather than fixed monthly payments, a structure built to help businesses manage cash flow without fixed monthly obligations.

“Our platform is built to meet small businesses where they already operate,” LendingFront CEO Jorge Sun said in the announcement. “Speed and convenience are what small business owners care about above all else.”

LendingFront is a configurable lending platform that powers the full loan lifecycle, from application and underwriting to funding, servicing and collections. Through flexible, API-driven infrastructure, the platform automates decisioning and integrates with key banking, credit, and payment providers. That architecture allows the lending experience to sit inside Priority Commerce’s ecosystem without requiring merchants to interact with a standalone interface.

The Case for Consolidation

Jaredd Galloway, vice president of Acquiring Optimization for Priority Commerce, described the partnership as an effort to bring financial services together. “By bringing payments, business insights, and financing together in a single platform, we’re helping merchants improve cash flow, invest in growth, and operate more efficiently,” Galloway said in the release.

The pressure driving that demand is macroeconomic. PYMNTS Intelligence found that 58% of small businesses named inflation a top financial challenge in 2025, a new high, making embedded lending and working capital tools especially valuable for businesses managing cash flow without fixed obligations.

According to another PYMNTS Intelligence study, half of SMBs rely on day-to-day sales or existing bank balances just to stay afloat, and that businesses worried about survival are more likely to turn to personal credit cards when traditional financing is unavailable. Embedding capital access directly inside a merchant’s payments workflow removes that gap.

What Comes Next

The embedded lending experience will roll out in phases across Priority Commerce’s merchant base, with broader availability planned over the coming months.

PYMNTS Intelligence found that the embedded B2B market is projected to reach $15.6 trillion by 2030, quadrupling its current size of $4.1 trillion. Platforms that embed credit and working capital directly into merchant operations are doing more than adding a feature. They are deepening the merchant relationship, increasing platform stickiness.