Specialty finance industry veteran and risk management specialist Amity Mercado recently launched Countify Capital, where she will serve as CEO. The specialty lending firm provides flexible capital solutions for startups, small businesses and middle-market companies across the United States, offering factoring and asset-based lending (ABL) facilities up to $10 million.
Founded on the principle that lending is about people, not just capital, Countify Capital provides rapid financing solutions to businesses, particularly in underserved sectors such as construction, apparel and textiles, food and beverage, manufacturing, oilfield services and staffing.
“We understand that growing businesses need more than just capital; they need a financial services partner who understands their industry, their challenges and their vision,” Mercado said. “We see the business behind the invoice, the employees, families and communities they support. When a client calls, it is not just about cash flow; it’s about whether they can make payroll or take on the next big opportunity. We are restoring momentum, helping people keep their businesses moving when cash flow timing is working against them.”
Countify Capital’s tailored factoring and ABL facilities are designed to help businesses bridge the gap between billing and payment, or the purchase or manufacture of inventory and eventual sale, enhancing liquidity and cash flow.
Most recently, Mercado served as chief financial officer and chief operating officer at an asset-based lender and factor. Previously, she led an accounting and business advisory services firm for close to 20 years, automating workflows and serving as an outsourced accounting partner to CEOs and entrepreneurs of small businesses and lower-middle market companies.
Mercado serves on the International Factoring Association’s advisory board to help shape the future of technology-enabled commercial lending and is committed to giving back through the Rotary Club of Northwest Austin. The club supports local initiatives such as Hope Austin, which provides thousands of meals to kids in need.
