Why Wayflyer Rejected Your Business (And Why Onramp Won't)
- Jason Feimster
- Jan 27
- 7 min read
Wayflyer and similar fintech lenders have a dirty secret: they only want direct-to-consumer brands. If you're a reseller, wholesaler, or multi-channel merchant, you're likely to get rejected—no matter how strong your revenue is. Onramp doesn't play favorites. They fund the businesses others won't touch.
Key Takeaways
Wayflyer and similar fintech lenders primarily fund direct-to-consumer (DTC) brands, automatically rejecting resellers and wholesalers
Revenue-based lenders often discriminate based on business model, not actual financial performance
Onramp approves multi-channel merchants, resellers, and wholesalers that other platforms reject
Business model bias costs profitable companies access to growth capital they've already earned
Alternative funding exists that evaluates your revenue stream, not your sales channel
There's a special kind of frustration that comes with being rejected for funding when you know your business is solid.
Your revenue is growing. Your margins are healthy. You've got purchase orders lined up and customers waiting. Then you apply to Wayflyer or a similar "modern" fintech lender, expecting a quick approval based on your strong sales numbers.
Instead, you get a polite rejection email citing "business model compatibility" or some vague explanation about not meeting their criteria. What they don't say outright is the real reason:
You're not a direct-to-consumer brand, so they don't want you.
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It doesn't matter that you moved $500,000 in product last quarter. It doesn't matter that your Amazon store has a 4.8-star rating. It doesn't matter that you've been profitable for three straight years.
You're a reseller.
A wholesaler.
A multi-channel merchant.
And to Wayflyer and lenders like them, that makes you second-class.
Why Fintech Lenders Only Want DTC Brands
Here's the dirty secret of modern revenue-based financing platforms: they've built their entire underwriting model around a specific type of business—the direct-to-consumer ecommerce brand.
These lenders want:
Shopify stores with recurring customers
Subscription box companies
Instagram-driven lifestyle brands
Companies with high margins and owned intellectual property
What they don't want:
Amazon resellers (even profitable ones)
eBay merchants
Wholesale distributors
Multi-channel sellers who source and flip products
B2B merchants selling through third-party platforms
The reason isn't about risk—it's about their algorithm. These platforms built underwriting software designed to analyze DTC marketing spend, customer acquisition costs, and lifetime value metrics. If your business doesn't fit that narrow template, their system can't properly evaluate you.
So instead of adapting their technology to real-world business models, they simply reject anyone who doesn't fit the mold.
The Real Reason They Discriminate
Fintech lenders love DTC brands because the data is clean and predictable. They can see exactly how much you spend on Facebook ads and exactly how much revenue those ads generate. They can track your repeat purchase rate and your average order value.
But if you're sourcing products from distributors and selling across Amazon, Walmart Marketplace, and your own website? Their algorithm breaks down. They can't neatly categorize your customer acquisition strategy. They can't predict your margins with their standard formulas.
Instead of hiring underwriters who understand diverse business models, they just click "reject" and move on to the next yoga mat subscription company.
What Happens When You Get Rejected
The rejection itself isn't just disappointing—it wastes valuable time when you need capital now.
Maybe you found a supplier offering a bulk discount that expires in 72 hours. Maybe you need to restock your best-selling SKUs before peak season. Maybe you've got an opportunity to expand into a new marketplace, but you need inventory capital to make it happen.
Instead of getting funded, you spent two days filling out Wayflyer's application, connecting your accounts, and waiting for their answer—only to be told you don't fit their "partnership criteria."
Now you're back to square one, burning hours researching other lenders, most of whom have the same DTC-only bias baked into their systems.
Meanwhile, your competitor who does fit their narrow definition just got approved in 24 hours and is already placing orders with your shared supplier.
Why Onramp Doesn't Discriminate
Onramp takes a fundamentally different approach: they evaluate revenue, not business models.
If you're generating consistent sales and have healthy cash flow, they don't care whether you're:
Reselling name-brand products on Amazon
Running a wholesale distribution operation
Operating across multiple sales channels
Dropshipping, white-labeling, or private-labeling
Selling B2B, B2C, or both
Our underwriting looks at what actually matters:
Revenue consistency: Are you generating regular sales?
Platform health: Are your accounts in good standing?
Cash flow: Can you service the funding comfortably?
We don't need you to have a "brand story" or a social media following. We don't require that you own proprietary products or have venture capital backing.
You built a profitable business moving products. That's enough.
How Onramp Approves Businesses Others Reject
Here's what the Onramp process looks like for resellers and multi-channel merchants:
1. Quick Application (10 Minutes)
You provide basic information about your business and connect your sales platforms (Amazon, Shopify, Walmart Marketplace, etc.). Unlike Wayflyer, we're not looking for specific marketing metrics—we're looking at your actual revenue.
2. Soft Credit Pull Only
We run a soft inquiry that doesn't impact your credit score. We're primarily interested in your sales data, not your personal credit history. If you've had past credit challenges but you're generating revenue now, we can work with that.
3. Real Human Underwriting
Your application is reviewed by an actual underwriter who understands diverse business models—not just run through an algorithm designed for DTC brands. If you're selling across multiple channels or working with thin margins, we understand the economics of your business.
4. Fast Approval (Often Same Day)
If your revenue supports it, you can be approved and funded within 24 hours. No waiting weeks for a committee decision. No explaining why your business model is "legitimate" despite not being a trendy DTC brand.
5. Flexible Repayment
Repayment is tied to your revenue through automatic deductions from your sales platforms. When you have a strong month, you pay more. When sales slow down, payments adjust accordingly. This structure works especially well for resellers and wholesalers who experience seasonal fluctuations.
Three Smart Ways to Use Revenue-Based Funding
If you're a reseller or multi-channel merchant, here's how to deploy capital strategically:
1. Bulk Purchase Opportunities
When your supplier offers volume discounts or limited-time pricing, you need capital fast. Missing a 20% bulk discount because you couldn't access funds for 30 days can cost you thousands in lost margin.
Revenue-based funding lets you jump on time-sensitive opportunities without waiting for bank approvals or maxing out credit cards at high interest rates.
2. Seasonal Inventory Stocking
If you sell products with strong seasonal demand (toys before holidays, grills before summer, school supplies in August), you need inventory capital months before your peak revenue hits.
Traditional lenders want to see the revenue before they'll fund you—which is backwards.
Revenue-based lenders can fund you based on your historical peak seasons, giving you the capital to stock up before demand spikes.
3. Platform Expansion
Maybe you've been crushing it on Amazon and you're ready to expand to Walmart Marketplace or your own Shopify store. New platform launches require inventory, but you can't pull products from your existing channel without creating stock-outs.
Revenue-based funding gives you the capital to inventory multiple channels simultaneously without cannibalizing your existing sales.
Stop Letting Business Model Bias Block Your Growth
Your business is legitimate. You're generating real revenue, serving real customers, and building real equity.
The fact that you source products instead of manufacturing them doesn't make your business less valid. The fact that you sell across multiple channels instead of just through your own website doesn't make your revenue less real.
You shouldn't have to explain or defend your business model to access capital you've already earned through your sales.
Wayflyer and similar lenders built their systems around a narrow definition of what a "fundable" business looks like. That's their limitation, not yours.
Onramp funds the businesses others won't touch—not because we're taking on more risk, but because we actually understand how diverse ecommerce models work.
FAQ's about Wayflyer Alternatives
Does Wayflyer fund resellers and wholesalers?
No, Wayflyer primarily funds direct-to-consumer (DTC) brands and typically rejects resellers, wholesalers, and multi-channel merchants regardless of their revenue performance.
What types of businesses does Onramp fund?
Onramp funds resellers, wholesalers, Amazon FBA sellers, multi-platform merchants, dropshippers, and distributors—essentially the businesses that traditional fintech lenders reject.
Why do fintech lenders like Wayflyer reject non-DTC businesses?
Fintech lenders often prioritize DTC brands because they fit a specific business model profile that aligns with their risk assessment criteria, even though non-DTC businesses may have equally strong or stronger revenue.
What are the best Wayflyer alternatives for resellers?
Onramp is the leading alternative for resellers, offering revenue-based financing without discrimination based on business model. Other options include traditional merchant cash advances and inventory financing providers.
How quickly can I get approved for Onramp funding?
Onramp provides funding decisions quickly, with funds available in as little as 24 hours after approval, and the application process includes no hard credit inquiry.
Do I need to be a DTC brand to get revenue-based financing?
No, while many revenue-based financing providers focus on DTC brands, Onramp specifically serves businesses across all sales channels, including wholesale, resale, and multi-channel operations.
What revenue do I need to qualify for Onramp funding?
Onramp evaluates your actual revenue stream and sales volume rather than imposing strict minimums based on business model—if you're doing meaningful volume across any channel, you may qualify.
Can multi-channel sellers get approved for business funding?
Yes, Onramp specifically approves multi-channel sellers who sell across platforms like Amazon, eBay, Shopify, and wholesale channels—the exact businesses other lenders reject.
Get Approved Today
If you've been rejected by Wayflyer, Clearco, or similar DTC-focused lenders, apply with Onramp today.
Funds available in 24 hours
Soft credit pull only (won't hurt your score)
No discrimination based on business model
Your revenue speaks for itself. It's time to work with a lender who actually listens.
Apply now at Onramp Funds and get the capital your business has already earned.
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