Priority delivers streamlined capital access to merchants with Pipe

As part of their mission to simplify how businesses handle their finances, they aim to give businesses access to capital when and where they need it—offering payables, merchant services, and banking and treasury solutions in a single unified platform.

Challenge

The SMBs that Priority serves have become increasingly vulnerable, as rising interest rates have impacted their cash flow. As traditional banking channels have become less accessible, many have been left with no choice but to take on alternative financing with higher rates, or leverage consumer products like personal credit cards to fund their businesses. Industries like construction and healthcare, in particular, face difficulties with cash flow management due to their complex payment processes and delayed receivables. 

Always a step ahead of evolving market demands, Priority saw the need to offer customizable, flexible embedded finance solutions to better meet their merchants’ needs. While their previous solution offered merchant cash advances, it wasn’t an embedded solution and less favorable terms. Priority sought a new capital partner that was more merchant friendly and could help their SMB customers grow sustainably. 

Solution

Investing thoughtfully in the right technology to modernize and enhance the commerce experience was critical to the team. “We selected the Pipe’s Embedded UI solution because it enabled a seamless user experience and integrated with our existing products. By unlocking cash flow through Pipe, we saw the potential to improve SMB operations, reduce costs, and accelerate growth all at once,” said Anthony Bonventre, Priority’s Chief Credit Officer. 

To make quick, flexible capital access a reality, they launched Priority Capital, powered by Pipe. After a successful pilot test, Priority implemented a full embedded UI integration within weeks to power Priority Capital inside their payments ecosystem. This integration offers Priority businesses a straightforward, user-friendly path to obtaining the capital they need to grow, without the hassle of credit checks, high rates, personal guarantees, or opaque terms.

“Pipe’s dedicated GTM support team was first class in its proactive approach, providing tailored strategies that perfectly aligned with our product's needs,” said John Grebe, VP, Product Strategy at Priority. “Our collaboration on deep market insights and hands-on guidance significantly streamlined the go-to-market process, making the product launch smoother and more effective.”

Results

With Pipe’s streamlined process, merchants are preapproved based on their Priority transaction data, enabling them to request and receive funding through the MX™ Merchant dashboard with just a few clicks. Using email, direct mail, and outbound calling to promote the offering, Priority has seen a significant increase in merchant adoption rate. In the first two months of the partnership, over 85% of their customers who signed up went on to accept a capital offer.

With a shared mission to help SMBs accelerate their growth, Pipe and Priority were natural partners from the start. “From the beginning to the end, Pipe has been working with us hand in hand to overcome any obstacles and make this a success,” said Bonventre.

Partner with Pipe

Embedded capital solves the biggest problems SMBs face in almost any industry; access to working capital. Ready to unlock growth for your customers, while also growing your GPV and increasing user loyalty? Schedule a demo with us today.