Startups > Bloom Financial

Bloom Financial

Bloom Financial provides revenue-based funding for e-commerce brands with no collateral or fixed payments.
Series A $377M total Founded 2020 London, England 23 employees
Bloom Financial provides revenue-based funding to e-commerce and direct-to-consumer brands, allowing companies to access capital between £10K and £10M without fixed monthly payments or collateral. The company uses 700+ alternative data points—including marketing performance, sales data, customer sentiment, and bank account information—to underwrite loans in real-time. Unlike traditional lending, Bloom charges a simple flat daily fee and allows early repayment with no penalties, making capital costs predictable and transparent for fast-growing digital brands.
Problem solved
E-commerce brands need growth capital but face barriers with traditional lending (collateral, fixed payments, slow underwriting) and venture capital (equity dilution, lengthy processes).
Target customer
Fast-growing e-commerce and direct-to-consumer (DTC) brands with £10K-£10M funding needs; digital brands disrupting their verticals seeking non-dilutive capital.
Website LinkedIn Crunchbase
Founders
J
James Hickson
Founder & CEO
16 years at Morgan Stanley leading fintech efforts; completed Global Executive MBA at IE Business School; previously exited Bloom Group (European digital lending platform acquired by Nordic neobank); awarded FinTech CEO of the Year by AI Global Media.
W
Werner Kruger
Chief Risk & Data Officer
Former head of data science at Klarna, bringing expertise in alternative underwriting and risk modeling.
Funding history
Series A $377M May 26, 2022 Led by Credo Capital Partners · Fortress Investment Group LLC
Total raised: $377M
Industries
Financial Services Banking
Pricing
Flat daily fee model; customers pay only for capital used with no early repayment penalties. Bloom invests between £10K and £10M per portfolio company. Specific pricing not publicly detailed.
Notable customers
Not disclosed; company serves 'the world's fastest-growing and most disruptive digital brands' but does not publicize client names.
Integrations
Not disclosed; investor relationships include Fortress Investment Group and Credo Capital Partners.
Website
letsbloom.com/
Competitors
Wayflyer
Similar revenue-based funding for e-commerce, but Bloom differentiates through broader alternative data points and more flexible pricing structure.
Forward Advances
Provides merchant cash advances; Bloom's revenue-based model avoids fixed daily payback amounts and offers better predictability.
Capify UK
UK-based alternative lender; Bloom's flat-fee structure and no-penalty early repayment differ from traditional installment-based lending.
Liberis
Revenue-based funder; Bloom differentiates through its proprietary 700+ data point underwriting and founder-friendly terms.
Why this matters: Bloom raised one of the largest Series A rounds in revenue-based lending (£300M/$377M) in 2022, signaling massive investor confidence in non-dilutive funding for e-commerce. The company's founding by a Morgan Stanley fintech veteran and backing from Fortress Investment Group positions it as a serious contender reshaping how DTC brands access growth capital without equity dilution.
Best for: Fast-growing e-commerce and DTC brands seeking non-dilutive capital without collateral, fixed monthly payments, or lengthy underwriting processes.
Use cases
Rapid inventory scaling for seasonal peaks
An e-commerce brand preparing for Black Friday needs £500K in capital quickly. Bloom's real-time underwriting using sales data, marketing ROI, and customer sentiment approves the funding in days rather than weeks. The brand repays a percentage of daily revenue, aligning payments with cash flow from the campaign.
Multi-channel expansion without dilution
A DTC brand growing across Amazon, TikTok Shop, and their own site needs working capital to manage inventory across channels. Bloom's flat-fee model lets them access £1M without giving up equity, paying only what they use as they expand into new channels.
Bridge funding between venture rounds
A Series A-stage e-commerce company awaits Series B closing but needs runway extension. Bloom provides bridge capital with no collateral, allowing founders to maintain momentum while negotiations complete, with no early repayment penalties when Series B closes.
Alternatives
Wayflyer Also revenue-based for e-commerce; choose Wayflyer if you prefer a more established player with broader geographic presence, but Bloom offers simpler flat-fee pricing.
Traditional venture capital Choose VC if you need larger checks (£10M+) and strategic support; choose Bloom if you want non-dilutive capital and faster underwriting.
Bank lines of credit Banks require collateral and lengthy processes; Bloom requires no collateral and funds in days using alternative data underwriting.
FAQ
What does Bloom Financial do? +
Bloom provides revenue-based funding to e-commerce and direct-to-consumer brands, allowing companies to access capital between £10K and £10M. Rather than fixed monthly payments or equity dilution, brands pay a simple flat daily fee on the capital they use, with no collateral required. Bloom uses 700+ alternative data points to underwrite loans in real-time.
How much does Bloom Financial cost? +
Bloom charges a flat daily fee on the capital deployed. Specific pricing is not publicly available; contact Bloom directly for a quote based on your funding amount and use case.
What are alternatives to Bloom Financial? +
Wayflyer (revenue-based funding for e-commerce with broader geographic reach), Forward Advances (merchant cash advances), Liberis (revenue-based funding with different terms), and traditional bank lines of credit (slower underwriting but lower rates for established businesses).
Who uses Bloom Financial? +
Fast-growing e-commerce and direct-to-consumer brands with £10K-£10M funding needs. Bloom serves 'the world's fastest-growing and most disruptive digital brands,' though the company does not publicly name specific customers.
How does Bloom compare to Wayflyer? +
Both offer revenue-based funding to e-commerce brands, but Bloom differentiates through its flat-fee pricing model (vs. percentage of revenue), no early repayment penalties, and uses 700+ alternative data points for real-time underwriting. Wayflyer is more established with broader geographic presence, making it better for very large rounds; Bloom is better for predictable costs and founder-friendly terms.
Tags
revenue-based financing e-commerce lending DTC funding non-dilutive capital alternative underwriting growth finance merchant lending