Elena Hartwell
Co-Founder & CEO
A 15-year community banker who left to build a lender that says yes to good businesses. Elena sets our standard for honest, human funding.
We help businesses grow with confidence.
Green Coast Capital was founded on a simple belief: small-business owners deserve funding that's fast, transparent, and genuinely on their side.
Our story
Built by people who've stood in your shoes.
Green Coast Capital began in 2014 when our founders — a former community banker and a small-business owner who had been turned away one too many times — set out to build the lender they wished existed. One that looked at the health of a business, not just a credit score buried in a report.
A decade later, we've funded more than $1 billion to over 10,000 businesses across the country. Yet our mission hasn't changed: to put working capital within reach of the owners who keep our communities growing, and to do it with the patience and honesty they deserve.
- Decisions based on real cash flow, not just a number.
- Clear terms with no buried fees or surprises.
- A real human advisor for every single customer.
What guides us
Our core values.
Four principles shape every conversation, every offer, and every decision we make.
Transparency
You'll always know the cost, the terms, and the timeline before you sign. No fine print, no games.
Speed with care
Fast doesn't mean careless. We move quickly because we've built the systems to underwrite responsibly.
Partnership
We measure success by your renewals and referrals — 90% and 22% of them — not just the first deal.
Sustainable growth
We fund what helps you flourish for the long term — never more debt than your business can comfortably carry.
By the numbers
A decade of measurable trust.
$1B+
Capital funded
10,000+
Businesses served
95%
Funded within 48 hrs
90%
Customer renewal rate
22%
Referral rate
The people behind Green Coast
Leadership that listens.
A team of bankers, technologists, and former business owners united by one goal: getting you the capital you need.
David Kwon
Co-Founder & COO
Former owner of a three-location restaurant group, David lived the cash-flow squeeze firsthand. He keeps our process owner-friendly and fast.
Priya Anand
Chief Credit Officer
Priya leads underwriting with a cash-flow-first philosophy, balancing speed and responsibility so approvals are both quick and sustainable.
Marcus Sterling
Head of Customer Success
Marcus and his team of advisors are the human voice behind every application — guiding owners from first call to final funding.
Our growth, season by season
Milestones along the way.
2014
Green Coast Capital is founded
Elena and David open our first office with a single mission: fund the businesses that traditional banks overlook.
2017
$100M funded & new products
We crossed $100 million in funding and added invoice factoring and equipment financing to serve more industries.
2020
Standing with owners through uncertainty
We expanded SBA lending and fast-tracked relief funding, helping thousands of businesses stay open and stay staffed.
2023
Same-day funding goes live
Our underwriting platform matured to deliver decisions in 24–48 hours and same-day funding on qualifying offers.
2026
$1B+ funded to 10,000+ businesses
Today we're proud to serve owners in 16 industries nationwide — with a 90% renewal rate that says we're doing it right.
Let's grow together
Your next chapter starts with capital.
See what your business qualifies for in minutes — with no impact to your credit and a real advisor by your side.