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Groov logo — Your Gateway to Embedded B2B Finance

Groov

Your Gateway to Embedded B2B Finance

Founded 2021 United Kingdom United Kingdom 4 employees Seed Total: $1.50M API, Analytics +5

General Information

Company Name Groov
Founded Year 2021
Location United Kingdom United Kingdom
Employees 4
Industries API, Analytics, Finance +4
Funding Stage Seed
Social

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About Groov

Groov, founded in 2021 and headquartered in the United Kingdom, positions itself as a leading innovator in the fintech sector with its slogan: "Your Gateway to Embedded B2B Finance." The company offers an advanced platform that integrates seamlessly into both merchant and platform operations. For merchants, Groov provides fast, flexible funding options by bridging them with top lenders, creating tailored financing solutions to support small businesses in a dynamic marketplace.

On the platform side, Groov empowers businesses to enhance their Average Revenue Per User (ARPU) using embedded finance. Leveraging Groov's APIs, businesses can design lending products that complement their existing workflows and user experiences, ultimately enhancing customer satisfaction and engagement.

The company's value proposition recently attracted a £1.50M Seed Round investment from notable investors like Fuel Ventures and Aperture.co as of 08 November 2024. Operating across industries such as API, Analytics, Finance, and SaaS, Groov is well-positioned for growth in the rapidly evolving financial services landscape.

Business keywords: Embedded B2B Finance, Merchant Funding, Lending Products, API Integration, Commerce Platforms, Marketplace Finance, Vertical SAAS, Payment Services, Capital Products, SME Lenders, Finance Broking, Alternate Finance, ARPU Growth, Business Finance, Funding Platforms

Services & Products

Merchant Cash Advance
Business Finance
Invoice Finance
Business Credit Card Solutions
Financial Insights and Matchmaking

Target Customers

Small and Medium Enterprises (SMEs) Business Platforms Trusted Advisors

Funding Rounds & Investors (2)

View All
Funding Stage Amount Investors Lead Investors Date
Seed Round £1.50M 2
Fuel Ventures
Fuel Ventures, Aperture.co
08 Nov 2024
Pre Seed Round Undisclosed -
28 Jun 2022

Groov Alternatives & Competitors

View All Alternatives
Groov vs
Liberis
Liberis United Kingdom

Embedded Finance. Built together. Designed for Growth.

332 employees
Financial Services, Fintech
Compare Groov vs Liberis
Groov vs
CredibleX
CredibleX United Arab Emirates

CredibleX empowers businesses to provide their SME customers with instant access to lending solution...

Seed
43 employees
B2B, Finance
Groov vs
Finiata
Finiata Germany

Tailored financing and embedded lending solutions for B2B

Growth
10 employees
Finance, Financial Services
Also compare with: Groov vs YouLend YouLend View all alternatives

FAQ About Groov

Your Gateway to Embedded B2B Finance
Groov was founded in 2021.
Groov is headquartered in United Kingdom.
Groov operates in API, Analytics, Finance, Financial Services, Fintech, Lending and Investments and SaaS. Its work centres on Embedded B2B Finance, Merchant Funding, Lending Products and API Integration. Its customers include Small and Medium Enterprises (SMEs), Business Platforms and Trusted Advisors.
Groov has approximately 4 employees.
Groov has completed 2 funding rounds, raising a total of $1.50M. The latest funding stage is Seed.
Groov offers: Merchant Cash Advance, Business Finance, Invoice Finance, Business Credit Card Solutions, Financial Insights and Matchmaking.
Top alternatives and competitors to Groov include Liberis, CredibleX, Finiata, Funding Xchange, Alternative Business Funding UK. These companies operate in related industries and serve comparable markets. You can compare them side by side on Bounce Watch.
Groov and Liberis are both companies in similar industries. Compare their funding, team size, growth signals, and market position on Bounce Watch to see which one fits your needs.

Source: BounceWatch company record for Groov, https://bouncewatch.com/company/groov-3, updated 10 November 2025. When citing, please name BounceWatch and link this page.

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