Balance surfaces market wins

Balance is turning up in bigger business checkouts, with Alibaba.com and Instacart Business among the marketplaces now using its payment and invoicing tools. (getbalance.com 1) (getbalance.com 2) The company says it provides embedded payments, digital trade credit and business buy now, pay later tools for business-to-business commerce. Y Combinator lists Balance as a Summer 2020 company founded by Bar Geron and Yoni Shuster, with both founders tracing the company’s roots to work they did together at PayPal in 2016. (getbalance.com) (ycombinator.com) (getbalance.com) In June 2025, Alibaba.com launched “Pay Later for Business” for eligible United States buyers through Balance, letting them defer payment for as long as 90 days after shipment inside Alibaba’s checkout flow. In July 2025, Payments Dive reported the feature was aimed at small and mid-sized businesses buying on the marketplace. (getbalance.com 1) (getbalance.com 2) (paymentsdive.com) Instacart Business rolled out embedded invoicing powered by Balance in 2025, giving approved business customers a way to apply for invoicing, receive instant credit decisions and manage payments without leaving the Instacart platform. Balance said the product was built for companies ordering office, hospitality and nonprofit supplies through Instacart Business. (getbalance.com) (thepaypers.com) The pitch is simple: consumer-style checkout for business purchases that still need invoices, net terms and credit checks. Balance says merchants use its software to accept account-to-account payments, cards, wire transfers and net terms while automating collections and cash application. (getbalance.com 1) (getbalance.com 2) That matters in business-to-business trade because many purchases are still handled with manual invoices, offline approvals and back-office collections. Balance says its software is designed to move those steps into a white-labeled online flow that marketplaces and merchants can keep under their own brand. (getbalance.com) (getbalance.com) Balance has also spent the past two years raising capital and expanding its product set. The company announced a $56 million Series B round in 2024 and said the financing would support more digital trade and payment products for merchants and marketplaces. (getbalance.com) Its customer list now extends beyond those two headline marketplace wins. Balance said in late 2025 that brands including Alibaba.com, Instacart Business and Bay Supply were using its tools to automate invoice-to-cash operations, and its website currently names Upwork among the companies that trust the platform. (getbalance.com) (getbalance.com) The through line is that Balance is selling financial plumbing to large commerce platforms, not just checkout buttons to individual stores. The more marketplaces want built-in credit and invoicing without taking balance-sheet risk themselves, the more this kind of business-to-business payments layer has room to spread. (getbalance.com) (getbalance.com)