It can be an individual, company or financial institution that lends money (secured or unsecured). There have been an influx of more diverse lenders that lend to companies based on revenue stream of proven income or average bank balances for the companies that are looking to obtain funds. Increasingly these lending companies lend to people that have a online store through Amazon, Shopify or others that they can easily track revenue and offer a loan and terms accordingly.

There also an increase number of sites that provide access to a groups of lenders that one can get matched according to specific and customized lending requirements. These customized requirements set out to determine, from the lenders, a criteria to obtain fast approvals based on information that is provided as where banks would take longer.