Three Decades of
Business Finance
Innovation
We didn't just watch business finance evolve over 30 years. We helped build it. From the internet's first Business Capital Search Engine to today's leading white label SaaS platform.
leading the industry
platform innovation
completed in 2025
unresolved complaints
Company History
From 1995 to Today
Nine pivotal moments that shaped the business finance and credit-building industry.
Startup Internet Company
We began as "BusinessFinance.com, The Internet's First Business Capital Search Engine." We researched the approval criteria of over 4,000 business lenders and 3,000+ B2B credit line providers, the foundation of what is now our direct lender database, making that data freely searchable by any business owner seeking funding. To date ourselves: businessfinance.com was one of the first 10,000 website domains ever registered.
The Business Capital Search Engine
We reached out to every major business publication we could find. Business Week, INC Magazine, Entrepreneur Magazine, Fast Company, The Wall Street Journal, and hundreds of others signed up to embed our first-of-its-kind Business Capital Search Engine into their websites. The engine topped out at 150,000 unique visitors a month and averaged 15,000 completed lender matching searches monthly.
Created The Business Credit Coach
A new product under development called the Business Credit Coach became the very first version of what today forms the basis of our Private Label Success System. Designed solely to help small business owners develop strong business credit scores, it provided an online coach to guide them through the process. It sold an average of 1,000 licenses per month directly to business owners coming from BusinessFinance.com.
The Finance World Crashes
We all know what happened in Q4 of 2008. Nearly every business lender in the country stopped all lending activity. It was a difficult time for everyone in business finance and credit. But during this period, many alternative business lending products were created that remain in the market today. Merchant Cash Advances, Real Estate Secured Business Loans, Equipment Sale Leasebacks, and many others that we helped small business owners find during the crisis.
Focused on Selling SaaS Platforms
In 2011 we turned our attention away from servicing consumers directly and instead focused on creating a white label SaaS platform that others in the business finance and credit industry could use to service their own small business clients. The enterprise platform was sold as standalone software installed on client servers for $100,000, plus a maintenance and upgrade package. This proved highly successful, and from it, many of our existing competitors today were born.
Developed Our Current Private Label Model
2016 brought another major change to our business model. While we had sold many enterprise SaaS installs, maintaining client-hosted software was a constant problem. Clients would attempt to modify the software themselves and break it, putting us in near-constant repair mode. We shifted to a fully hosted private label model where we control the software and all upgrades. This dramatically lowered entry costs and allowed us to onboard hundreds of new private label clients.
Moved to Doing Business as OwnersPath.com
In 2018 we renamed our business to OwnersPath® and launched the first version of ownerspath.com. The name was specifically chosen to exclude the words "business," "finance," and "credit" so we would not appear on consumer-based searches when small business owners are seeking funding or building credit. This prevents us from being seen as competing with our own private label clients. We continue to monitor consumer keyword searches and actively remove OwnersPath from any consumer-facing results.
Developed Turnkey Business Financing Platform
In early 2024 we recognized a critical need to help our private label clients fund their small business clients. Our partners were being forced to use third-party super brokers who would frequently cut them out of deals after they had done all the pre-qualification and document collection work. We built a fully automated system: pre-qualification to application, to credit report integration, to document collection, to direct lender placement and offer delivery. Launched Q4 2024, this system has since been enhanced with live pre-qualification reps, professional funding advisors, live document processors, and expert loan closers.
What Is New for 2025
In 2025 we completed over 250 system upgrades in our ongoing efforts to make and keep OwnersPath® the finest private label system available for business finance pre-qualification, initial business funding, building business credit, assisting businesses in becoming bankable, and then helping those newly bankable businesses access much larger fundings at far lower interest rates and on dramatically longer repayment terms. All while providing the most effective and most affordable private label solution in the industry.
Ready to Partner?
30 Years of Expertise,
Available Under Your Brand
Join the hundreds of private label partners who have built thriving businesses on the OwnersPath platform. Everything we have built over three decades is available as a fully white labeled system, under your name, your brand, your business.