ISOs and agents can lose established clients and miss out on new business if they fail to offer a full complement of loans and merchant cash advances, a vendor warns.

“It’s better if they come to you rather than go somewhere else,” maintains Andrew Mallinger, vice president of strategic partnerships for New York-based Fora Financial.

ISOs and agents should learn about loans and advances, integrate the products into the way they do business, and use them to acquire and retain customers, Mallinger advises.

His company combines computer models and an underwriting staff to evaluate candidates for loans and advances, he says.

“We have a nice mix of technology and people,” Mallinger notes.

Relying upon computers alone can lead to rejecting unusual-but-deserving applicants, he says.

ISOs can phone the company and plead the case for a potential client to a “real, live human” from the underwriting staff, Mallinger maintains.

Adding the human factor, however, doesn’t have to slow down the approval process unnecessarily, and Fora Financial can OK a loan or advance in 24 hours and fund it in 72 hours, he says.

The company offers acquirers as much or as little help and training as they need to market its products, Mallinger says.

It furnishes technology to streamline the sign-up process and provides the means to monitor merchants’ status with loans and advances, he notes.

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