E-commerce financing provider Wayflyer has launched Hosted Capital, which allows platforms to offer financing products to their own customers (Business Wire).
Wayflyer, founded in Ireland, operates in the US, Canada, Australia, New Zealand and a few European countries (incl. the UK, Germany, Spain) and targets exclusively e-commerce and consumer packaged goods (CPG) companies with financing products.
Until now, e-commerce businesses had to discover and apply for Wayflyer financing on their own. Hosted Capital changes this by enabling platforms to integrate Wayflyer's financing directly into their offerings. Platforms can now display indicative financing offers to their customers and earn commissions when those customers choose a Wayflyer product.
But here's the catch: this isn't fully embedded finance. When a business wants to move forward with financing, it gets redirected to Wayflyer's own platform to complete the application. The user experience breaks out of the platform rather than staying seamlessly embedded within it.
This approach likely makes integration significantly easier for platforms since they don't need to handle the whole application flow. And honestly, this looks like a first step. I guess that Wayflyer is testing the waters with a lighter integration model before eventually building out a fully embedded product where the entire journey stays within the platform. Long term, offering both options makes sense: hosted capital gives platforms an easy entry point to start offering financing. At the same time, a fully embedded product delivers the seamless experience that drives better conversion rates. Different platforms will want different levels of integration depending on their resources and priorities.
