Close Cookie Popup
Cookie Preferences
By clicking “Accept All”, you agree to the storing of cookies on your device to enhance site navigation, analyze site usage and assist in our marketing efforts as outlined in our privacy policy.
20/01/26, London: Partnership strengthens Groov’s open-data platform, supporting advisory-led and straight-through funding journeys
Groov, the open-data powered embedded finance platform, today announces a partnership with multifi, expanding its SME funding arsenal with the addition of revolving credit facilities. The partnership adds multifi’s revolving credit product (£5,000–£350,000) to Groov’s embedded finance infrastructure, making it available across an ever-growing network of platform users including brokers, ISOs, vertical SaaS platforms, and financial institutions. The addition broadens the range of funding structures that can be accessed through a single, data-led journey.
Business Finance as a Growth Enabler
Access to timely, well-structured finance plays a critical role in SME growth. Research published by Stripe has shown that businesses offered access to capital at the right time are significantly more likely to invest in growth, increase revenues, and sustain long-term performance.Groov is built around this principle. Rather than treating finance as a one-off transaction, the platform supports ongoing access to capital that aligns with how businesses operate and grow. By embedding funding options directly into platforms and advisory workflows, Groov helps ensure finance supports business decisions, not just short-term liquidity.The addition of multifi’s revolving credit facility reinforces this approach, introducing a reusable funding structure that can flex as businesses scale, manage cashflow cycles, or respond to new opportunities.
Embedded Finance, Built on Open Data
Groov is designed to sit wherever SMEs already operate, embedding finance into platforms, advisory workflows, and digital journeys rather than forcing businesses through standalone applications.By leveraging open data, including bank, payment, and operational data sources, Groov enables real-time assessment and routing of funding opportunities. Data is captured once and used to support both automated decisioning and adviser-led conversations, depending on the complexity of the requirement.The addition of multifi’s revolving credit facility expands the working capital options available within this embedded environment, complementing other funding products already supported through the platform.
Versatile Capital, Informed by AI-Powered vCFO Insight
At the centre of Groov’s platform is its AI-powered virtual CFO (vCFO), which uses real-time open data to continuously analyse a business’s financial position, cashflow dynamics, and funding capacity.This AI-driven insight powers Groov’s auto-qualification and assessment layer, enabling eligibility, affordability, and suitable funding structures to be identified in real time before lender submission.For straightforward cases, this supports straight-through processing with participating lenders. For more complex scenarios, the same vCFO insights equip advisers and brokers with a current, data-backed view of the business, supporting more informed funding conversations aligned to sustainability and growth objectives.multifi is now live within this framework as an additional revolving credit option, enabling it to be assessed and positioned alongside other funding structures through the same process.
Partner Perspectives
Clinton Foy, Chief Product Officer at Groov, commented:
“Groov is built to make embedded finance work in practice. By combining open data with AI-driven vCFO insight, we enable capital to be placed with greater accuracy, whether that journey is fully automated or adviser-led.Adding multifi expands the range of funding structures available on the platform and strengthens our ability to support different SME growth scenarios within a single embedded infrastructure."
Rob Keown-Boyd, CEO of multifi, added:
“Partnering with Groov allows us to make our revolving credit facility available through an embedded, data-led infrastructure that aligns with how SMEs and advisers increasingly access finance.Groov’s approach supports efficient assessment and accurate placement, helping ensure our product is introduced in the right context and alongside other appropriate funding options.”
Supporting a Growing Platform Ecosystem
The partnership reflects alignment between Groov and multifi around data-driven assessment, operational efficiency, and scalable distribution. By integrating multifi into Groov’s embedded finance infrastructure, platform users can offer an additional funding option without adding operational complexity.Groov will continue to expand its lender and product coverage through 2026, supporting its growing ecosystem of brokers, ISOs, vertical SaaS platforms, and financial institutions with infrastructure designed to evolve alongside the SME finance market.
About Groov
Groov is an open-data powered embedded finance platform that enables SMEs to access a broad range of funding products through a single digital journey. The platform supports an expanding network of brokers, ISOs, vertical SaaS platforms, and financial institutions by combining real-time data capture, AI-powered assessment, and lender routing.Groov’s virtual CFO capability supports both straight-through processing and advisory-led journeys, enabling funding decisions to be informed by live financial insight rather than static information.
About multifi
multifi is a fintech providing revolving credit facilities (£5,000–£350,000) to established SMEs. Founded on the mission to take the faff out of business finance, multifi offers transparent pricing, flexible repayment terms, and data-driven underwriting. Since launching in 2023, the company has funded over £50 million to UK businesses
