The majority of US small businesses operate with fewer than four months of cash reserves, causing many owners to forgo their own paychecks. In fact, one in five are at risk of closure due to fragile cash flow. One firm addressing this issue is Fundbox, the embedded capital engine for small and medium-sized businesses (SMBs), which is rebranding into a partner-first financial infrastructure provider.
With SMBs making up 99.9 per cent of businesses in the US, and employing 63 million people, Fundbox is partnering with trusted platforms to expand its reach and empower these firms to thrive across their respective industries.
Since launching its first embedded partnership in 2015, Fundbox has evolved into a company rooted in partnership. This rebrand goes beyond a new look—it’s a signal to the market that Fundbox is not just delivering access to capital, but also helping its partners become capital providers themselves.
Fundbox’s platform is built to support partner use cases across payments, commerce, accounting, and vertical SaaS with a flexible suite of APIs and embeddable capital products. Its product suite and tech stack enable the company to serve partners at scale across vastly different use cases and unique business models, ensuring a tailored, seamless experience regardless of industry or platform complexity.
“We’ve spent years building credibility in capital and embedded finance, and now we’re bringing that to life with a brand that truly reflects where we’re going,” said Prashant Fuloria, CEO of Fundbox. “This isn’t just a new logo. It’s a recommitment to our mission: empowering the small business economy by embedding capital infrastructure into the platforms they rely on every day.”
“We’re expanding our definition of customer,” said Anchit Singh, Fundbox’s chief business officer. “It’s not just small businesses anymore, it’s also the platforms that serve them. This shift is central to our embedded strategy, and the rebrand reflects our renewed focus on meeting partners where they are, matching their pace, and helping them grow alongside their customers.”
Rebranding
Visual Identity: The new logo features a clean, geometric “F” enclosing a box — symbolising structure, dependability, and forward momentum. The bold blue palette reflects trust, clarity, and modernity.
Digital Experience: Fundbox’s new website is streamlined, faster, and more aligned with its partner-first, product-driven ethos.
