#51 - Jon Fry, CEO & Founder at Lendflow
Slice of Finance Team
09/24/2025
Episode details
Join us on this week's episode of the Slice of Finance podcast, hosted by Jared S. Taylor!
Our Guest: Jon Fry, CEO & Founder at Lendflow.
What you’ll get out of this episode:
- Jon Fry's journey from gaming and global entrepreneurship to launching Lendflow.
- Clear breakdown of embedded lending and its role in transforming customer experiences.
- How AI is eliminating inefficiencies and democratizing SMB access to credit.
- Why Lendflow chose marketplace tech over direct lending for long-term alignment.
- Use case of BHG Financial showcasing Lendflow’s automation power.
Watch
Listen
Read More
From Gaming to Global Fintech: Jon Fry’s Entrepreneurial Journey
Jon Fry’s entrepreneurial spark ignited early, stemming from building websites in college and an insatiable curiosity for problem-solving. His global business experiences deepened his understanding of diverse financial landscapes, ultimately leading to the launch of Lendflow. With prior ventures bootstrapped, Lendflow marks Fry's bold leap into a vision-driven fintech model focused on embedded lending.
What Is Embedded Lending and Why It Matters
Embedded lending flips traditional financial models. Instead of bombarding potential borrowers through intrusive marketing, it integrates lending directly within the software platforms SMBs already use. This shift not only reduces customer acquisition costs but delivers loans at the exact time and place a business needs them. It creates a seamless and efficient experience. Jon highlights that this model is fundamentally about context, timing, and enhanced user experience.
The Role of AI in Democratizing Access to Credit
While embedded lending had its fintech spotlight years ago, Jon notes that AI is now driving renewed momentum. By integrating AI, lenders can eliminate operational bottlenecks, offering SMBs instant, tailored service experiences that were previously only available to larger entities. This empowers smaller businesses with better access, bridging longstanding gaps in credit availability and service quality.
Why Marketplaces Trump Direct Lending Tech
Lendflow intentionally chose a marketplace model to avoid the risk misalignment inherent in combining tech and loan products under one roof. Jon explains that in credit, aggressive growth strategies often backfire. Lendflow's platform aggregates lenders and intelligently matches SMBs with the best loan products based on real-time data, ensuring transparency and efficiency without bias.
Real-World Impact: BHG Financial and Instant Approvals
Lendflow’s impact is clear in their collaboration with BHG Financial, a firm processing hundreds of millions in loans monthly. Before Lendflow, soft approvals took days. Now, they happen in under a minute. Beyond speed, the platform automates downstream processes, shrinking what once took weeks into near-instant results. By embedding BHG’s offerings across platforms, Lendflow helps them reach more customers more efficiently.
What’s Next for Lendflow
Looking ahead, Jon Fry emphasizes depth over breadth. Lendflow will continue to refine its embedded lending infrastructure, going “an inch wide and a mile deep” to deliver best-in-class experiences across as many platforms as possible.
