The founder is already looking.

Founder Slack groups, accelerator alumni lists, and the VC who will not lead the round: that is how RBF shops get introduced. Those rooms recycle the same names. A founder who is not in the room does not hear about you.

That founder is taking RBF to keep the equity and the board seat. Repayment scales with revenue. That is the choice, not a bank line they cannot get. The campaign is search and profile, not a mailer to every SaaS company that just missed a raise.

MCA is a merchant and card volume. Mezzanine is a sponsor and a holdco. RBF is neither. Those leaves live on specialty finance.

How these deals actually work

A SaaS or subscription company wants growth capital without giving up equity or a board seat. Repayment is a percentage of revenue until a cap is hit. The founder, sometimes an existing investor who will not lead a round, and the RBF shop are the room. There is no option pool conversation. There is a revenue series, a churn story, and a multiple.

This is slower than an MCA and faster than a priced equity round. It is not venture debt with covenants written like a bank, and it is not a merchant holdback. If the revenue is not recurring enough to forecast, it is not this product.

Founder networks, accelerators, and VCs who will not lead still send deals. Those rooms recycle names. The founder who is not in the room has to search.

What a buyer is actually searching

They type revenue based financing, RBF, non dilutive capital, growth capital without giving up equity. The change is a round they do not want, a round they cannot get, or a board they do not want to add to. Last month they could wait. This month a hire, a pipeline, or a competitor made waiting expensive.

They are comparing this to a seed extension and to cutting burn. They are not comparing it to a restaurant cash advance. If the ads and the landing page look like MCA, the founder who cares about the cap table will leave.

Founders, accelerators, and VCs are LinkedIn. The founder making the equity-avoidance choice is Google.

Objections we hear

I’ll just raise. Then raise. This page is for the founder who already turned that down, or who got turned down.

The cap is expensive. It is priced as a share of revenue, not as cheap debt. The comparison is dilution and control, not a prime rate.

My accelerator will intro someone. They will intro the shops they already know. A founder outside that Slack does not get the intro.

Who this is actually for

Shops that actually buy a percentage of recurring revenue, with a revenue floor they can name in underwriting even if we do not publish it here. The lead worth the spend has deposits that repeat. A services firm with project spikes, and a pre-revenue deck, are usually not that lead.

This page is a poor fit for an MCA shop putting “RBF” on a page to catch a founder query they will then hold against card sales.

The underwrite is a revenue series you can forecast: recurring, not a one-time project spike. Churn, concentration in a few customers, and whether the founder will still have enough cash after the hold are the conversation. Some facilities take a personal guarantee. Some do not. The point of the product, for the founder who searches, is still the cap table: no new board seat, no new preferred, repayment that moves when revenue moves. That is the differentiator against MCA and against a priced round, and it has to be in the second screen they see, not only in an objection buried below.

Accelerators send the companies already in the room. VCs who will not lead send the companies they like but will not price. The founder who already said no to both is the Google query. If the page looks like a merchant advance, that founder is gone.

A founder comparing RBF to a bank line is already in the wrong comparison if the bank will not lend against unsecured growth. The right comparison is dilution. If the page leads with “fast cash” it will attract the merchant-advance shopper and lose the person protecting the cap table. That is the whole point of buying this query instead of an MCA query.

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How the campaign runs

Google ads for founders and CFOs searching revenue-based financing, not one generic “venture debt” campaign. Keywords are always custom to the work you do. Brand bidding and competitor-brand bidding only when the strategy calls for it. Details: paid search.

Foundational work in parallel: the website, local directories, and general search appearance, so the click lands on the shop and not a mill. A landing page may be included; a full website is quoted separately. Directories and bios: online profile development.

LinkedIn ads aimed at founders, accelerators, and VCs: lunch-and-learns, not a message sequence. Paid ads only. We do not offer LinkedIn message outreach (InMail, connection sequences, or DMs). That is a different channel, we do not run it, and it is not part of this program.

Ads produce inbound while the search is live. Foundation is why the buyer or a referrer trusts the shop enough to call.

Why we're not generalists

Generalist marketing agencies will not take the time to understand how this practice actually wins work. The practice is too specialized, the file count is too small, and the work of understanding it bores them. They want large spend and a lot of traffic to a landing page. We will run a tight campaign for a shop that closes fewer files at a higher value. That is the point of this page.

Most agencies do not understand specialized industries well enough to advertise them honestly. We take the time to learn how the work is sold so the keywords and the page the click lands on match the work you actually take. A complex practice deserves that. A generic landing page does not.

How fast this can run

We can get ads live in under a week. What usually slows that down is approval on your side: the keywords, the spend, the page the click lands on. Directories, bios, and a site a buyer will trust take longer to finish. The website and listings are why the person who clicks trusts you. It is not the same as going live on search.

How this is billed

This is Visibility Program work, not the outbound program. You pay ad spend directly to the platforms (Google and, where we run it, LinkedIn). ROI Wire is billed on a retainer that scales with that spend. That is not a flat project fee, not a percentage of closed files, and not an outbound retainer.

A landing page may be included at no additional cost. A full website build is always quoted and billed separately. Foundational services (copywriting, CRM, multichannel sequences, web design) sit under this track as the credibility layer, not as a correspondence program.

Scope is on the Visibility Program. Search mechanics are on paid search. Surfaces are on online profile development.

What is not included

We do not build a solicitation list of founders. We do not write, mail, or phone CFOs who did not ask. We do not fund. We make the shop findable. The shop does the work.

This is not MCA or mezzanine. Those are different pages.

Program pages

Visibility Program

How this work is scoped and billed.

Paid search

Google ads. You pay the ad spend. We bill a retainer that scales with it.

Online profile development

Directories, bios, and reputation surfaces a buyer checks after they see you.