As part of a fairly young industry, players in the Merchant Cash Advance space are still trying to find their identity and maximize their potential. Credit Card receivables were first purchased in the late 1990′s though the service did not find widespread acceptance until 2007 when there were literally hundreds of players almost over night. More and more credit card processing companies and front end registered isos are getting involved both by offering the split funding mechanism and by attempting to provide the cash advances themselves. In addition, independent agents and ISOs who used to work solely in the payment processing space have transitioned to offer both processing solutions and cash advances by partnering with established funding companies. Lastly, it seems like every day a new company arrives on the scene with capital to place for merchants seeking out the service.
And so, a multi-leveled industry has been created but is struggling to sustain its identity in an overly congested marketplace. It is inevitable that at some point, many players will fall and the industry will reach a happy equilibrium regarding the number of cash advance providers, and sales offices striving to create the interest. Over the past 5 or 6 years a number of cash advance providers have gone out of business due to excessive bad debt. This has caused the remaining players to tighten their underwriting criteria, making it more and more difficult for small business owners to qualify for these programs. At the same time, prices have gone up on these programs in an additional attempt to offset the high incidence of defaults and the necessarily high commission payouts to the sales offices generating the interest.
With so many cash advance providers competing for the ISO business, commissions and service are the main driving factors to entice sales agents to partner directly with funding companies. Naturally, there are limits on both fronts, but the competition forces cash advance providers to offer higher commissions to drive business in. On the ISO side, competitive pricing and service are the driving factors to win the business from merchants directly. This competition forces sales agents to work with the cash advance provider to lower rates, extend terms, in order to win the business of the applicant.
The picture starts to become a bit clearer as the intense competition to both fund deals and earn agent business push all involved to earn less on each deal, just to get it done. It’s a model that won’t sustain itself and will cause many companies (cash advance providers AND sales offices) to close their doors and throw in the towel. Right now there is more or less a race between all of these companies to see who can outwit, outplay, and outlast (to quote the famed reality Television Series: Survivor) one another. BUT eventually, more companies will fall, the marketplace will begin to even out, and a natural steadiness will have to organically find itself.
While this is going on, another game-changing occurrence within the cash advance space is making it more difficult for everyone stemming from the same competition, and concern over bad debts. Cash Advance Providers have begun to use what are commonly referred to as “premium programs” and “starter programs”. Premium programs are designed for the most qualified merchants, the ones with great credit, who have been in business for a long time, have large businesses that process double or triple that of a traditional cash advance merchant, and are looking for funds primarily for growth and/or marketing. These businesses, who would have simply gone to the bank a few years back are now being declined consistently by their local banks for traditional lending and are seeking financing in other channels. Naturally, they are drawn to the merchant cash advance which offers quick accessibility to cash, no personal guarantee and no collateral. A few years ago, these merchants who have been approved for a traditional cash advance but as the competition grows, cash advance providers have adjusted to offer lower rates, longer terms, and more payment options to these clients in order to earn their business, which is believed to be less risky.
On the flipside, starter programs have become the norm for merchants who no longer meet the minimum criteria to receive a traditional advance. Starter programs, are short-term, small cash advances (alleviating some risk) that offer these merchants a chance to prove that they are credit-worthy. These merchants may take two or three smaller advances before eventually being approved for a traditional advance should they show their ability to sustain the cash advance program and payback the provider in a timely fashion. For many merchants, this is the only option and so these programs are becoming more common than they were a few years back. And so, as the underwriting criteria for traditional advances tightens, merchants who would have received a traditional advance a few years back are now instantly put forth to the Starter Program queue, and well qualified merchants who would have taken a traditional advance are now instantly put forth for the premium programs.
The criteria to qualify for a premium program has over the past 6 months to a year loosened believe it or not as cash advance providers vie to provide the best deal to these merchants, and the criteria for starter programs has broadened forcing more and more merchants into that bucket. Eventually, we will see traditional advances disappear almost entirely as every merchant is classified as a starter or a premium. In a way, this trend mimics what is happening in our national economy. The rich are getting richer, the poor are getting poorer, and the middle class is joining the poor.
It’s unclear how long this will take to pan out and if this unnatural division will force more players to shut their doors or what, but it is clear that the industry continues to change and morph to suit the current environment. It’s an ever-changing creature and due to the short-term nature of these programs, evolution takes its course more quickly than perhaps it would with a more long-term program. Ironing out the wrinkles and finding a method and model that works are the difficult tasks taken on by the heads of the major players but don’t underestimate new players showing up with a new twist that could change the industry inside and out. Necessity may be the mother of invention, but capitalism is its father, and the next true innovation for this industry may take place within the next year, though don’t expect it to come from one of the current players.
In conclusion, it’s important to understand the ever-changing marketplace of the merchant cash advance, and partner accordingly. Sure Payment Solutions understands the climate and is prepared to weather the storm. We will continue to provide the lowest rates and best service available through our own private channels and through strategic industry partnerships. We believe that change is coming, and are constantly looking for ways to bring positive change to all members of the Merchant Cash Advance space and we hope that you’ll choose us when you are looking for a company to trust.