Processors and SaaS vendors who “add capital” often add a single advance product because that was the ISO who called them. Their users then get the wrong product in a branded wrapper, which is worse than a generic Google ad — it looks like you chose that box. A white-label marketplace should carry the menu, not a single residual.
Loanable’s co-branded apply flow can start in working capital, term, SBA, equipment, or a general application, using a product-specific version of your unique partner link. 150+ lenders. Loanable is not a lender. The same 50/50 of Loanable profit, Monday ACH, no minimum, on whatever actually funds. There is no public API that switches products by JSON enum inside your app. There is a URL you can deep-link.
Deep-link when the UI knows the story
Equipment object on screen: equipment. Expansion narrative in onboarding: maybe SBA, with copy that this is slow. Overdue invoices: working capital. Unknown: base URL plus ref. Wrong deep links are still cheaper than forcing MCA copy on an SBA-shaped customer and then blaming the marketplace.
- Do not promise as-soon-as-24-hour funding on SBA
- Do not hide term as an option because advances felt easier to explain
- Do not use $50M facilities as homepage copy for micro-merchants
- Do not launch three separate “white-label partners” for three products
Education inside your product
A sentence under the button is enough: marketplace of lenders, different products take different time, you are not the lender. If your users are contractors, say equipment and working capital in their nouns. If they are clinics, do not accidentally open a consumer patient-finance flow. Purpose matters.
One dashboard for the menu
Your finance team should not reconcile three vendor residuals to offer a full product set. One partner dashboard, one Monday ACH, one ref family. That is the operational reason to use a marketplace as the white-label layer rather than stitching together exclusive shops that will fight inside your brand.
Train the people who sit with the merchant
Your CSMs will default to the product they can explain in ten seconds. That is usually an advance. Give them a three-way fork card: timing gap, asset, long-term structure. They still send one partner link, sometimes with type=. They do not become loan officers. They stop stuffing SBA stories into MCA copy because it felt white-label-simple.
Record a five-minute internal video using your actual co-branded screens. 150+ lenders, 50/50 Monday ACH, no public lending API, as-soon-as-24-hour working capital only when it fits, facilities up to $50M not a homepage boast. People remember a walkthrough. They do not remember a PDF of product names. White-label menus fail in the mouth, not in the CSS.
When a merchant asks which product they will get, say matching decides after the application, not your logo. You can hint a type on the URL. You cannot promise an SBA approval because the wrapper looks official. Loanable shops 150+ lenders. Some working capital funds as soon as 24 hours. Term and SBA do not. The 50/50 split is the same when any of those fund through your partner link. White-label is presentation. The credit box is still the lender’s.
White-label the menu, not a single box. Launch a Loanable co-branded apply flow that can shop MCA, term, and SBA through unique partner link and the same 50/50 economics.