SellFi turns seller financing into a software portfolio for small businesses

HL Hunt Financial’s SellFi is aimed at a specific gap in commerce: a business wants to let customers pay over time, but does not want to build a lending system or negotiate a new bank relationship for every financed sale. HL Hunt describes SellFi as a seller-financing software platform that helps the merchant originate and manage those deals directly.

The company says SellFi uses AI to generate amortization schedules, create state-compliant legal contracts and manage collections. It also includes a portfolio dashboard for monitoring active accounts, payments and defaults, with automated reporting to major credit bureaus. Those features could reduce spreadsheet work for a merchant carrying a portfolio of customer receivables, but they do not transfer the underlying credit risk: the seller still needs to decide whom to finance, how much to extend and what happens when a customer stops paying.

Pricing is based on portfolio size rather than payment volume. Starter is listed at $29 per month for up to 10 active deals, Business at $79 per month for up to 50 active deals, and Enterprise at custom pricing for unlimited deals. The flat-fee structure makes the software inexpensive at the entry level, but a merchant should also account for payment processing, servicing, collections, legal review, bureau fees and any costs associated with defaults.

The compliance language deserves careful reading. A platform can help generate a contract using state-specific templates, but whether a transaction complies with lending, disclosure, licensing, privacy and debt-collection rules depends on the facts of the deal and the jurisdictions involved. “AI-generated” does not replace legal review, and automated credit-bureau reporting requires accurate data, dispute handling and a clear permissible-purpose framework.

SellFi’s value proposition is therefore operational: it packages origination, documentation, servicing and portfolio visibility into a single tool for a business that wants to offer its own payment terms. HL Hunt’s product details are company claims and were not independently verified for this article. A prospective user should request the full compliance, data-processing, reporting and collections documentation before putting customer contracts through the platform.