Getting to Know Us

We've established a tradition of building one-to-one relationships with business owners, our people, and our partners.

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Our Story

College roommates Jared Feldman and Daniel Smith were two business students on a mission: They were determined to leverage the power of digital technology to provide small businesses with the capital they need to thrive. They would make it fast and simple to get funding, so that entrepreneurs could focus what they do best — running their businesses — and avoid the hassles of applying for bank loans.

In 2008, Jared and Daniel launched Paramount Merchant Funding, in a 150-square-foot Manhattan office. Ever since, thanks to years of continually expanding our funding and technology capabilities, what is now Fora Financial has provided more than 35,000 of the nation's best and brightest businesses with more than $3 billion in working capital. Mission accomplished.

  • Our Purpose

    To provide funding to small businesses, so that they can grow and succeed.

  • Our Logo

    The two arrows of the logo represent Fora Financial and its customers. Their overlap signifies Fora Financial's close alliance with small businesses to foster growth, connectivity, and success.

  • Our Name

    The original definitions of "fora" centered around the concept of a "marketplace" and "a place for open discussion and expressing ideas." It's an apt word to describe how we're always engaging with our colleagues, partners, and customers to develop the most innovative new products for America's small businesses.


Humble Beginnings

Former college roommates Jared Feldman and Daniel Smith establish Paramount Merchant Funding in a 150-square-foot Manhattan office, acting as a loan broker for small businesses seeking funding from third party lenders.


Technology Leads the Way

The team raises capital to start self-fund transactions ... Releases its first technology platform for payments, accounting, and underwriting management.


Funding Options Expand

Paramount announces its first credit facility ... Technology platform expands to encompass fully Paramount-financed deals.


New Name, New Tech

Paramount Merchant Funding rebrands as Fora Financial, a financial marketplace offering a broad array of products ... Announces a technology platform for providing faster, more accurate lending decisions, particularly difficult-to-fund applicants.


The Industry Takes Notice

Fora scores named Best Financial Services Company of the Year at the American Business Awards ... Joins the Inc. 5000 list for the first time ... Charts 698% growth in revenues from 2010 to 2013 and 100% year -over-year growth since inception ... Now offers small business loans in 49 states.


Palladium Purchase: A Major Milestone

Palladium Equity Partners LLC purchases a majority stake of Fora Financial, with Feldman and Smith remaining at the helm ...Fora Financial surpasses $500 million in funding to 10,000 small business since inception.


$1 billion in Ten Years

Fora announces $ 1 billion in business funding provided to 15,000 businesses since 2008 ... Acquires United States Business Funding (USBF), creating one of the broadest direct sales organizations in small-business alternative lending.


Commitments Increase

Additional credit facility increases committed borrowing capacity to $120 million ... Named to Inc. 5000 list for 6th consecutive year ... Announces 105% growth between 2015 and 2018.


Gutman Leads

Andrew Gutman named CEO ... Founders Feldman and Smith join the Fora Financial Board of Directors.


New Spaces

$3 billion lent to more than 35,000 small businesses since 2008. New 23,500-square-foot headquarters opens in New York ... Florida expansion kicked off with Downtown Miami office opening.

What Matters Most

These core values inform everything Fora Financial does as a lender, employer, and member of our local and financial services communities. We’re...


Integrity is at the core of everything we do. Our transactions follow financial-industry best practices for ethics, privacy, and disclosure.


We help our clients, employees, and business partners be the best at what they do. Their success is our success.


Our consultants cherish their one-on-one client relationships. Our people enjoy a unique camaraderie that extends to our partnerships, too.

Intellectually Curious

We're constantly gathering and sharing the latest insights on small business finance and overall operations.


We started as a small business with passion for seeing things differently — and it's worked.

What Our Employees Are Saying

It's been great to work closely with so many different departments — I really enjoy the collaborative nature that is always encouraged, and having the opportunity to work on such a variety of projects. My favorite part about working at Fora is how I never feel bored!"

Jacquie Mosier

"My coworkers are always quick to lend a helping hand. Although I work remotely, I spend much of my workday interacting with other teams and departments, so I never feel isolated or excluded. This collaborative and altruistic spirit is the key reason why we've succeeded."

Kevin May

Join the Fora Family

Ask our nearly 200 why they love working at Fora Financial and you'll get some great answers: The opportunities for advancement, our hybrid work plans, and a fun, collegial environment that emphasizes a work/life balance are just a few. Plus, there's the deep sense of satisfaction they get from supporting small businesses. Find out more about us and check out our open positions.

Our Executive Team

Our leadership’s passion for small business inspires every one of us.
Learn more about the people behind the vision.

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Dan Smith

Co-Founder & Board Member

Dan Smith is co-founder of Fora Financial. Through Dan's leadership, the company built a strong focus on providing businesses with working capital and expediting customers' needs.

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Jared Feldman

Co-Founder & Board Member

As Fora's co-founder, CEO, and board member, Jared's sustained focus and dedication has secured the firm's position as a best-in-class alternative lender.

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Andrew Gutman


As CFO, Andrew engineered Fora's expanded senior financing arrangement, ensuring its position as a best-in-class alternative lender.

Get Financing Today

Get started with your application and join Fora Financial's family of forward-thinking businesses.