Wayflyer
A revenue-based lender for consumer and e-commerce brands, advancing against sales data for a flat fee of 2 to 10 per cent rather than an interest rate.
What they do
Wayflyer funds online and omnichannel consumer brands by advancing against measured sales, repaid as a share of revenue, with a flat fee typically between two and ten per cent of the advance and no origination, maintenance, prepayment or late fees. Underwriting reads directly from a borrower's commerce and payment platforms, so a decision can follow within days. Facilities reach into the millions, and the business is funded by large institutional lines from Fortress and JP Morgan. Wholesale financing and a longer-dated product sit alongside the core advance.
Where they fit in a lower-mid-market raise
Inventory and marketing are the two costs that break growing consumer brands, and both have measurable payback, which is exactly what this model funds. For a brand scaling into a peak season, an advance repaid out of the resulting sales is better matched to the cash cycle than a term loan with a fixed schedule.
Where they are not the fit
A digital sales feed is required, so a brick-and-mortar business without e-commerce cannot be underwritten, and dropshippers, sole traders, pure business-to-business services and software companies are excluded. Repayment is a share of revenue rather than interest on a balance, so the effective annualised cost is high if the money is repaid quickly. This is working capital, not acquisition finance.
Published terms
- Pricing
- Flat fee 2–10% of advance. No origination, maintenance, prepayment or late-payment fees
- Speed to terms
- Not published
- Sponsored or sponsorless
- Owner-managed and corporate borrowers, with no private-equity sponsor proposition
- Personal guarantee
- Not typically required on the published terms: Wayflyer states it takes no personal guarantee on its UK financing
As published by the lender and last reviewed August 2026. Terms quoted on a deal are set by the credit, not by a published band.
The desks that lend
Wayflyer lends through 3 separate books. Which one reads a deal decides the security, the covenant package and the band, so the question is rarely whether Wayflyer lends, but which of these would own it.
Revenue-based cash advance / term loan (core RBF)
- Facility
- £5k to £16m
- Security
- Receivables or future revenue; marketed as no collateral/no PG; contracts include Shopify fund-redirection clauses on default and charge filings in certain jurisdictions
- Funds
- Growth
- Rules out
- Revenue-based structure only - not an EBITDA or leverage lender; Ecommerce/consumer-brand focus - must have digital sales feed (Shopify, Amazon, Stripe, WooCommerce); Sole traders and unincorporated businesses excluded; Dropshippers excluded
Wholesale financing
- Facility
- up to £5m
- Security
- Receivables or future revenue; no purchase order or invoice required
- Funds
- Growth
- Rules out
- Minimum $250k annual revenue; UK, US, Netherlands only; Wholesale/omnichannel brands only - not pure ecommerce
Scaler (large ecommerce variant)
- Security
- Receivables or future revenue; no security requirements stated
- Funds
- Growth
- Rules out
- Minimum $20m annual revenue; Ecommerce only
Limits that apply across the firm
Stated limits, taken from Wayflyer’s own published criteria, beyond the ones each desk carries above. A limit is where a lender starts from, not where it always ends: several of these move on a strong enough credit.
- Pre-revenue excluded
- Per-borrower cap question: £20m is stated maximum but typical offer is £10k–£2m
- No appetite in dropshippers, pre-revenue, pure-b2b-services, saas-only or sole-traders
How they sit against the category
- Its published ceiling of £16m is the highest of the 5 platform lenders in this directory.
- It lends through 3 distinct desks, where most firms here run one or two.
Counted across the 5 platform & marketplace lenders in this directory, on what each one publishes. What a lender discloses and what it will do are different things.
Questions this page answers
How large a facility does Wayflyer write?
Published facilities reach £16m, and the bottom of the published range is small-ticket business rather than a corporate facility. A band is what a lender states it will do, not what it will do on a given credit.
Does Wayflyer lend to companies without a private-equity sponsor?
Yes. Wayflyer lends to owner-managed and corporate borrowers, and publishes no private-equity sponsor proposition.
What does Wayflyer lend?
The published product set is revenue-based cash advance / term loan, wholesale financing, scaler. Published sector focus is amazon-sellers, consumer-brands, direct-to-consumer, ecommerce, offline-retail-brands.
Does Wayflyer require a personal guarantee?
No, on its own published terms. Wayflyer states that it takes no personal guarantee on any offer, across its UK financing from £10k to £20m.
Sources
This profile is a curated reference note drawn from public sources, not financial advice or a recommendation. Appetite and terms change; a lender's fit for a given credit is established by approaching it, not inferred from a page.