The merchant cash advance (MCA) and revenue-based lending industry has grown dramatically over the past decade. As more brokers enter the commercial finance marketplace, one of the most important strategic decisions they must make early in their careers is who they choose to work with.
Too many new brokers fall into the trap of working through broker chains or referral syndicates, where deals are passed through multiple intermediaries before reaching the actual funding source. While this may seem convenient at first, experienced brokers quickly learn that long-term success in the industry depends on building direct relationships with primary lenders.
Below are several of the most recognized primary lenders in the merchant cash advance marketplace, and why developing direct relationships with firms like these is essential for serious commercial finance consultants.
Leading Primary MCA and Revenue-Based Lenders
CAN Capital
One of the pioneers of the modern MCA industry, CAN Capital has funded billions of dollars to small businesses across the United States. Their programs typically focus on established businesses with strong credit card or ACH sales volume.
For brokers, CAN Capital offers structured programs, reliable underwriting, and predictable funding guidelines.
Rapid Finance
Rapid Finance provides a wide range of financing options including merchant cash advances, small business loans, and lines of credit. The company is known for technology-driven underwriting and fast approvals.
For brokers seeking diversified product offerings, Rapid Finance can support multiple financing solutions from a single platform.
Credibly
Credibly offers revenue-based financing, working capital loans, and equipment financing. The company focuses on providing flexible financing options to small and medium-sized businesses that may not qualify for traditional bank loans.
For brokers, Credibly provides quick approvals and strong broker support programs.
National Funding
National Funding is one of the largest small-business financing companies in the United States. Their programs include merchant cash advances, equipment financing, and small-business loans.
The firm has funded billions in working capital and is widely recognized for its broker-friendly programs and experienced underwriting teams.
Forward Financing
Forward Financing specializes in revenue-based funding solutions for small businesses, particularly those in retail, restaurants, and service industries.
Their streamlined technology and strong broker support make them a popular partner for independent consultants.
Fora Financial
Fora Financial offers merchant cash advances, small-business loans, and working capital programs. The company has funded billions to small businesses nationwide.
Brokers often work with Fora Financial because of its flexible underwriting and ability to fund businesses across multiple industries.
Why Brokers Must Work with Primary Lenders
1. Higher Commissions
When brokers work directly with a primary lender, they eliminate the extra layer of intermediaries who take a portion of the commission.
In broker chains, commissions are often split two or three ways, drastically reducing the broker’s income.
Direct relationships with primary lenders typically provide the highest payout percentages available in the industry.
2. Faster Deal Approvals
When a deal moves through a broker chain, it must pass through several layers of review before reaching the lender.
This often results in:
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slower approvals
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miscommunication
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lost deals
Working directly with a primary lender allows brokers to communicate directly with underwriters and business development officers, dramatically speeding up the approval process.
3. Better Deal Structuring
Experienced brokers know that every deal is different.
By working directly with primary lenders, brokers can:
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negotiate deal structures
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adjust repayment terms
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secure better approvals
Broker chains rarely allow this level of flexibility.
4. Long-Term Industry Relationships
Commercial finance is fundamentally a relationship business.
Brokers who build strong connections with primary lenders gain access to:
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priority underwriting
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insider program updates
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new financing products
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preferred broker status
These relationships often become the foundation for a broker’s long-term success.
5. Stronger Professional Reputation
Serious brokers are viewed as consultants, not simply lead generators.
Working directly with recognized lenders enhances a broker’s credibility with clients, referral partners, and industry professionals.
The Bottom Line
The merchant cash advance marketplace offers tremendous opportunity for commercial finance consultants. However, brokers who rely on broker chains often find themselves earning smaller commissions while having little control over their deals.
Successful brokers instead focus on building direct relationships with primary funding sources such as CAN Capital, Rapid Finance, Credibly, National Funding, Forward Financing, and Fora Financial.
By working directly with primary lenders, brokers gain:
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higher commissions
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faster approvals
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better deal structures
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stronger professional relationships
For commercial finance consultants seeking long-term success in the MCA industry, the strategy is clear:
Build relationships with the lenders — not the middlemen.