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- Petal
Petal Acquisition, Valuation, Funding & Investors
Petal was acquired by Tilt in April 2024.
Petal acquisition price
Undisclosed
Acquired by Tilt · Apr 2024
Petal revenue
$50M
Series D · Jan 2022
Cumulative funding Petal raised
$311M
across 9 funding rounds
Key investors in Petal
Valar Ventures
RiverPark Ventures
Afore Capital
Story Ventures
Samsung NEXT
Sand Hill Angels
About Petal
Petal is a New York and Richmond, Virginia-headquartered credit card issuer using machine learning for cash flow underwriting. Issued by WebBank, its cards assess full digital financial histories beyond credit scores to expand access. The platform promotes responsible spending through digital tools, helping users build credit without debt traps.
Founded
2016
HQ
Website
Status
Acquired
Customer focus
B2C
Revenue model
Product sales
Revenue
$50M (Jan 2022)
Valuation
$800M (Jan 2022)
Sectors
Petal Acquisition
Petal was acquired by Tilt for an undisclosed price on 9 April 2024.
Before the acquisition Petal had raised $311M across 9 funding rounds.
Empower Finance acquired Petal, a credit card provider specializing in underwriting customers without traditional credit scores, in April 2024. Petal had been valued at $800 million in January 2022 but faced a severe cash crunch in late 2022 and endured two rounds of layoffs, including a 20% workforce reduction in June 2023, necessitating the sale. The acquisition was driven by Empower's strategic goal to expand access to fair credit for the approximately 45 million Americans experiencing credit insecurity, combining Petal's proprietary underwriting technology that evaluates income, savings, and spending alongside FICO scores with Empower's broader fintech capabilities. Petal had raised over $300 million in equity and $680 million in debt financing from investors including Valar Ventures, River Park Ventures, and Core Innovation Capital, though the specific acquisition price was not disclosed publicly, with industry sources suggesting it was substantially below Petal's 2022 valuation. Following the acquisition, Empower rebranded itself as Tilt in 2025 and relaunched the Petal credit card portfolio under three new products: Tilt Essentials, Tilt Motion, and Tilt Engage. The deal preserved Petal's core infrastructure and underwriting models, with WebBank continuing as the card issuer and maintaining Petal's proprietary risk models and credit-building focus. The integration presented significant operational challenges, particularly in harmonizing technology infrastructure and ensuring regulatory compliance within the complex credit card framework. The transaction reflected broader consolidation trends in the fintech lending sector, occurring alongside comparable acquisitions such as Gen Digital's purchase of MoneyLion for approximately $1 billion and Upbound Group's acquisition of Brigit for up to $460 million.
| Acquirer | Date | Type |
|---|---|---|
| 9 Apr 2024 | Strategic M&A |
Petal Valuation
Petal is currently valued at $800M, based on its Series D in January 2022.
The $140M round was led by Tarsadia Investments, with participation from CUNA Mutual Group, RiverPark Ventures, Anchor Capital GP, Sand Hill Angels, Afore Capital and 5 other investors.
Petal valuation by funding round
| Date | Stage | Valuation | Revenue Multiple |
|---|---|---|---|
| Jan 2022 | Series D | $800M | 16.0x |
Petal Revenue
Petal's latest recorded revenue is $50M, as of its Series D in January 2022. At a $800M valuation, that implies a 16.0x revenue multiple.
Petal revenue by funding round
| Date | Revenue * | Valuation | Revenue Multiple | Stage |
|---|---|---|---|---|
| Jan 2022 | $50M | $800M | 16.0x | Series D |
* Revenue (or ARR) figures are the values recorded alongside each funding round. Typically run-rate revenue at the time of the deal, or a reported LTM (last 12 months) revenue.
Petal Funding History
Petal has raised a total of $311M across 9 funding rounds, plus 1 secondary share sale.
Petal's first fundraising round was a $13M seed round in December 2016. The most recent completed round was a $20M undisclosed-stage round in August 2023.
Petal funding rounds
| Date | Stage | Investors | Raised | Valuation | Deal Summary |
|---|---|---|---|---|---|
| Aug 2023 | Undisclosed stage | Trinity Capital (lead); Private Ventures Group; Unbound Ventures | $20M | - | Petal is a credit card and mobile app company providing cash flow underwriting for underserved consumers, using machine learning to analyze bank transaction data for credit limits without traditional FICO scores. It generates revenue from interchange fees, interest on balances (13-30% APR), and fees on certain cards like the $59 Rise card membership. In 2021, revenue grew 4.5x from $11M to $50M with customer base tripling to 300,000. By end-2022, annualized revenue reached $80M, with projections for profitability in 2024. The specified funding appears to align with Petal's August 3, 2023, Series D - III round of $20M, listing investors including Core Innovation Capital, RiverPark Ventures, Samsung NEXT, Story Ventures, Synchrony, and Valar Ventures. Previous Series D in January 2022 raised at $800M valuation with Silicon Valley Bank, Jeffries, Valar Ventures, and Afore Capital, after nearly $300M total equity. A separate $35M strategic financing was announced in May 2023 led by Valar Ventures with Synchrony and Samsung Next, used partly to spin out Prism Data (formerly Cash Score) as a B2B software offering. Petal maintained stable delinquency rates amid macro challenges and conducted a 10% layoff in Q3 2023. It was acquired by Empower Finance in April 2024 for a fraction of prior $800M valuation. The company expanded products like Petal 2 and Rise cards, focusing on financial inclusion. |
| May 2023 | Undisclosed stage | Valar Ventures (lead); RiverPark Ventures; Samsung NEXT; Core Innovation Capital; Synchrony; Story Ventures | $35M | - | Petal is a New York-based fintech founded in 2016 that provides Visa credit cards and a mobile app to help consumers, particularly those with little or no credit history, build credit responsibly using cash flow underwriting based on banking data like income, spending, and savings trends instead of traditional credit scores. The company raised $35 million in strategic financing announced on May 10, 2023, led by Valar Ventures with participation from Story Ventures, Core Innovation Capital, RiverPark Ventures, Synchrony, and Samsung Next. Proceeds were split between Petal and its B2B data analytics unit Prism Data to spin it out as an independent company offering open banking infrastructure for underwriting to banks and fintechs. At the time of the prior Series D in January 2022, Petal was valued at $800 million, had 300,000 cardholders, and reported $20-30 million in annualized revenue. By the end of 2022, revenue reached $80 million annualized, cardholders grew by 100,000 that year to around 400,000, and Prism Data had gained significant traction with over a dozen clients, two dozen pilots including major banks, and about 10 employees while Petal had 140. The company had raised nearly $300 million in equity and over $450 million in debt total, projecting profitability in 2024. The 2023 round did not disclose valuation details or specify if it was flat, up, or down round. Later in November 2023, Petal sought a buyer after raising $55 million in equity that year including this round. |
| Jan 2022 | Seed | SharesPro | $1M | - | - |
| Jan 2022 | Series D | Tarsadia Investments (lead); CUNA Mutual Group; RiverPark Ventures; Anchor Capital GP; Sand Hill Angels; Afore Capital; Volery Capital Partners; Encore Bank; Gaingels; Gopher Asset Management; Valar Ventures | $140M | $800M | Petal is a fintech company founded in 2016 that provides Visa credit cards and a mobile app to help consumers, particularly millennials and those with little to no credit history, build credit responsibly using its CashScoring technology, which evaluates cash flow factors like income and savings. The company also offers Prism Data, a product enabling other businesses to use similar cash-oriented credit criteria for broader financial inclusion. In January 2022, Petal raised $140 million in a Series D round led by Tarsadia Investments, with participation from Valar Ventures, CUNA Mutual Group, Encore Bank, Volery Capital Partners, Gopher Asset Management, RiverPark Ventures, Afore Capital, Gaingels, Sand Hill Angels, Anchor Capital GP, and others. This brought the post-money valuation to $800 million, more than triple the valuation from its $55 million Series C in September 2020. The funding aims to accelerate growth, enhance the technology platform, scale Prism, and support hiring, with plans for 100 new positions. Leading up to the round, Petal demonstrated strong traction: it tripled its user base to nearly 300,000 cardholders (referred to as members), added 10,000-20,000 new members monthly, and grew revenue from $11 million to nearly $50 million in the prior year, while achieving stellar credit performance. The company had raised over $240 million in prior equity and $450 million in debt financing to date. Petal operates in the competitive fintech space targeting underserved credit markets, alongside players like Affirm and Klarna, positioning itself as a pioneer in alternative credit scoring to disrupt traditional systems. Investor Rishi Reddy from Tarsadia highlighted Petal's user growth, tech validation via Prism, and potential to modernize financial products. |
| Sep 2020 | Series C | Valar Ventures (lead) | $55M | - | Petal is a New York-based fintech company founded in 2016 that issues credit cards using cash flow underwriting to serve credit-invisible or thin-file consumers, avoiding traditional credit scores and fees while offering variable APRs from 15.24-26.24%. Petal had about 100 employees operating remotely since March 2020 and developed Prism Data, a B2B product using CashScoring technology for cash-based credit decisions. The company secured $55 million in its Series C funding round on September 24, 2020, led by Valar Ventures with participation from Rosecliff Ventures, Afore Capital, RiverPark Ventures, Great Oaks Venture Capital, GR Capital, Nelstone Ventures, Abstract Ventures, Ride Ventures, The Gramercy Fund, Adventure Collective, Starta Ventures, and NFL star Kelvin Beachum, Jr. This brought total equity funding to $100 million across prior rounds including a $13 million Series A and $30 million Series B, both led by Valar Ventures. The round, closed in April 2020 amid COVID-19, aimed to scale operations and expand customer onboarding to hundreds of thousands over the next two years, leveraging cash flow scoring for credit access in volatile economies. Subsequent Series D in 2021 raised $140 million led by Tarsadia Investments, valuing Petal at $800 million—described as more than triple the Series C valuation—with participation from Valar Ventures and others, bringing equity funding over $240 million. Later developments included a $35 million round in 2023, $220 million debt financing, and acquisition by Empower Finance in April 2024 for a fraction of prior valuation. |
| Feb 2020 | Secondary | Mindrock Capital | $1M | - | - |
| Jan 2019 | Series B | Valar Ventures (lead); RiverPark Ventures; Rosecliff Ventures; Afore Capital; Story Ventures; Third Prime; Greyhound Capital | $30M | - | Petal is a New York-based fintech startup founded in 2016 that offers credit cards to consumers with little to no credit history, using machine learning to analyze complete digital financial records including income, savings, spending, and bill payments instead of traditional credit reports. The company launched its first credit card in October 2018 with no fees and credit limits from $500 to $10,000, targeting financial inclusion for underserved customers. Petal had previously raised $13 million in a Series A round in January 2018 led by Valar Ventures and $34 million in debt financing in October 2018. On January 29, 2019, Petal announced a $30 million Series B equity round led by Valar Ventures, with participation from Greyhound Capital, RiverPark Ventures, Rosecliff Ventures, Story Ventures, Third Prime, and Afore Capital, bringing total equity funding to $46.6 million including seed. The round aimed to expand the product to more customers, enhance features, and scale the credit card offerings and technology platform, with the company employing about 60 people at the time. Valuation was not disclosed, though sources note the round increased the company's value. Petal competed in the growing fintech space for alternative credit underwriting, with peers like Brex in corporate cards, amid investor interest in financial inclusion themes for 2019. |
| Jan 2018 | Series A | Valar Ventures (lead) | $13M | - | Petal is a New York-based credit card startup that uses machine learning and cash flow underwriting to serve sub-prime and new-to-credit consumers, analyzing real-time financial records, credit reports, education, and occupation data instead of traditional credit scores. The company launched its first credit card in October 2018 with no fees and credit limits from $500 to $10,000. In January 2018, Petal raised a $13 million Series A round led by Valar Ventures, with participation from Third Prime Capital, RiverPark Ventures, The Social Entrepreneurs’ Fund, and others including Brooklyn Bridge Ventures and Afore Capital. This followed a $3.6 million seed round. Petal also secured $34 million in debt financing in October 2018. |
| Sep 2017 | Seed | Brooklyn Bridge Ventures; James Finnigan; Guild Capital; Silicon Badia; Afore Capital; Dylan Field; Great Oaks Venture Capital; Hone Capital; Abstract; Incite Ventures; David Yaffe; Nat Turner | $4M | - | - |
| Dec 2016 | Seed | CSC Upshot; Valar Ventures | $13M | - | - |
Who has invested in Petal?
35 investors have backed Petal across its funding rounds, including Valar Ventures, RiverPark Ventures, Afore Capital, Story Ventures, Samsung NEXT and Sand Hill Angels.
Lead investors include Trinity Capital, Valar Ventures and Tarsadia Investments.
Petal Investors
| Investor | HQ | Rounds | Role | First check |
|---|---|---|---|---|
| 6 | Lead | Dec 2016 | ||
| 3 | Participant | Jan 2019 | ||
| 3 | Participant | Sep 2017 | ||
| 2 | Participant | Jan 2019 | ||
| 1 | Participant | Jan 2022 | ||
| 1 | Participant | Sep 2017 | ||
| 1 | Participant | Dec 2016 | ||
| 1 | Participant | May 2023 | ||
| 1 | Participant | Jan 2019 | ||
| 1 | Lead | Aug 2023 | ||
| 1 | Participant | May 2023 | ||
| 1 | Participant | Sep 2017 | ||
| 1 | Participant | May 2023 | ||
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Benchmark 350K+ Funding Rounds and Disclosed VC Valuation Multiples
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Start Free TrialPetal Competitors
Petal competitors include listed companies like FinVolution Group, NICO Holdings, Standard Chartered Bank and Katapult, and private ones like Lithic and TVS Credit Services.
| Company | HQ | Status | Revenue | EBITDA | Valuation | Revenue Multiple |
|---|---|---|---|---|---|---|
| Private | - | - | $800M | - | ||
| Publicly listed | $2B | $476M | $798M | 0.1x | ||
| Publicly listed | $868M | $131M | $805M | - | ||
| Private | - | - | $812M | - | ||
| Publicly listed | $157M | - | $815M | - | ||
| Publicly listed | $292M | $215M | $780M | 2.7x |
Petal Public Comps
Petal is no longer listed, but its public comps include FinVolution Group, NICO Holdings, Standard Chartered Bank, Katapult, VersaBank, Green Dot, World Acceptance, Liberty Financial Group, Propel Holdings and Capricorn Group.
| Last FY | EV/Revenue | EV/EBITDA | ||||||
|---|---|---|---|---|---|---|---|---|
| Revenue | EBITDA | Last FY | LTM | 2027E | Last FY | LTM | 2027E | |
| $2B | $476M | 0.0x | 0.1x | 0.2x | 0.3x | |||
| $868M | $131M | 0.9x | - | 6.2x | - | |||
| $157M | - | 5.2x | - | - | - | |||
| $292M | $215M | 3.0x | 2.7x | 4.0x | 58.2x | |||
| $89M | - | 8.5x | 6.9x | - | - | |||
| $2.1B | ($12M) | 0.4x | 0.3x | (63.9x) | 4.2x | |||
| $536M | - | 2.8x | 2.5x | - | - | |||
| $259M | $127M | 42.5x | 24.3x | 86.6x | 84.9x | |||
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Common questions about Petal
| When was Petal founded? | Petal was founded in 2016. |
| Where is Petal headquartered? | Petal is headquartered in New York City, NY, United States. |
| Is Petal publicly listed? | No, Petal was acquired by Tilt in April 2024. |
| Who acquired Petal? | Petal was acquired by Tilt in April 2024. |
| What is Petal's valuation? | Petal was last valued at $800M in its Series D in January 2022. |
| How much funding has Petal raised? | Petal has raised $311M across 9 funding rounds. |
| What was Petal's last funding round? | Petal's last funding round was a $20M undisclosed-stage round in August 2023, led by Trinity Capital. |
| Who are Petal's investors? | Petal's investors include Valar Ventures, RiverPark Ventures, Afore Capital, Story Ventures, CUNA Mutual Group, Brooklyn Bridge Ventures, CSC Upshot, Samsung NEXT, Rosecliff Ventures, Trinity Capital and 25 others. |
| What is Petal's revenue? | Petal's latest recorded revenue is $50M (January 2022). |
| What is Petal's revenue multiple? | Petal's latest valuation implies a 16.0x revenue multiple ($800M valuation on $50M of revenue). |
| Which companies are comparable to Petal? | Companies comparable to Petal include Lithic, FinVolution Group, NICO Holdings, TVS Credit Services, Standard Chartered Bank and Katapult. |
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