Novuna Business Finance connects Rural Finance to API

Novuna Business Finance has connected Rural Finance to its API through technology provider Zinia Tech, marking the first live deployment of the lender’s new integration.

The API enables Rural Finance, one of Novuna Business Finance’s largest broker partners, to connect its CRM directly to Novuna’s Mercury platform, allowing brokers to submit proposals and access services without switching between systems.

Designed for larger brokerages with established technology platforms, the API provides direct access to proposal submission and Novuna’s automated decisioning capabilities.

The integration is intended to reduce administration, accelerate credit decisions and create a more streamlined funding journey for brokers and their customers.

Rural Finance recently launched Zinia Hub, which provides its broker network with a single platform for managing deals across multiple lenders.

Helen Gaines, Commercial Director at Rural Finance Limited, said: “Novuna Business Finance is a key partner to Rural Finance, so we’re delighted to be the first brokerage to deploy this integration.

“We launched Zinia Hub two months ago to give our broker network a single platform to manage deals across multiple lenders, removing the need to switch between platforms.

“The teams at Novuna Business Finance and Zinia Tech have gone above and beyond to bring this API integration to market so quickly. By delivering faster credit decisions and instant access to documentation, the integration simplifies and accelerates the customer journey.”

As the first live deployment of the API, the Rural Finance connection forms part of Novuna Business Finance’s wider digital transformation strategy and establishes a model that could be extended to other large broker partners.

The integration provides direct submissions, automated decisioning, document access and e-signing within a single workflow.

Stewart Glover, Co-Founder of Zinia Tech, said: “We’re proud to support Rural Finance and Novuna Business Finance with this first API connection.

“This integration demonstrates how technology can bring lenders and brokers closer together by enabling direct submissions, instant automated decisioning, document access, and e-signing within a single workflow. By combining these capabilities with our AI-driven tools, we’re helping brokers spend less time on administration and more time supporting their customers.”

Chris Powell, Head of Sales at Novuna Business Finance, added:

“The successful launch of our API with Rural Finance and Zinia Tech marks an important milestone in Novuna Business Finance’s digital strategy.

“This integration enables brokers to access our services directly through their own systems, reducing administration, improving efficiency and accelerating access to funding for customers.

“The success of this integration is another demonstration of our continued commitment to investing in digital capabilities that make it easier for brokers to do business with Novuna Business Finance and serve their customers more effectively.”