After 13 years in the Merchant Cash Advance business and hundreds of broker calls every month, one thing is clear: there are two very different types of MCA brokerages—and the divide usually comes down to geography.
East Coast MCA Shops: Cold Call Kings
Think New York, Florida, New Jersey. These are the high-volume dialers, trained like Wall Street brokers. They hammer the phones, work aged data, and pitch full packages. It’s all outbound. Hustle mode.
But here’s the catch: a lot of these guys struggle when it comes to warm leads. Web forms? Transfers? Their aggressive outbound script doesn’t land in a softer, inbound setting.
Case in point—last year I offered a $20M/month East Coast shop a free week of live transfers. The owner passed. His words?
“My guys can’t close those leads. They need banks and an app to pitch.”
West Coast MCA Shops: The Marketing Machines
Now, California is a different story. There are fewer players—but the ones in the game are monsters.
These MCA firms run more like mortgage shops during the refi boom: clean, structured, marketing-heavy. They’re not buying aged leads every day. They’re buying raw data and running it through their own ecosystems: texting platforms, email drips, ringless voicemails, retargeting.
They build pipelines. They warm the data. And the deals come in steadily.
Shops like Twinfold and Direct Funding Now have this system dialed. Some are quietly funding $20M–$25M a month—without even having a floor full of callers. It’s impressive.
But they’re not bulletproof. When handed cold data or an aged list, these guys get thrown off. They’re used to pre-sold leads—not cold calls.
So, Which Model Wins?
Honestly? I don’t know if one is better. They’re just different business models. But here’s what I do know:
The biggest funding shops today are leaning West Coast. They’re investing in tech, systems, and marketing infrastructure. They’re not just selling capital—they’re building machines.
That said, there’s still room for the East Coast cold call pros. But the game is shifting. And the smartest players? They’re blending both models—aggressive sales and strategic marketing.