Buyerlink Closes $40 Million Senior Secured Credit Facility

Listen to this article

Buyerlink secured a $40 million senior secured credit facility from California Bank & Trust. This financing supports the company’s continued growth, AI platform investments, and strategic acquisitions in its performance marketing auction marketplace.

What is Buyerlink?

Buyerlink operates a patented real time auction marketplace (U.S. Patent Nos. 9,626,718, 7,899,715, and 11,449,877) that connects businesses with hyper targeted, in-market consumers. Consumers visiting Buyerlink affiliated sites trigger auctions, determining the best match for delivery via Enhanced Clicks™, qualified leads, calls, transfers, call-verified leads, or pre set appointments.

The platform is category agnostic and serves verticals including automotive (over 4 million leads annually, more than 1 million buyer leads monthly, trusted by top manufacturers), home services (over 5 million users in the past year), insurance, legal, real estate (over 2 million in-market home buyers/sellers monthly), solar, home warranty, and others. It leverages proprietary data, machine learning, and segmentation for precise targeting.

Buyerlink is fully owned by One Planet Group, a closely held private equity firm founded in 2015 by Payam Zamani that owns a suite of online technology and media businesses. The company has employees in over ten countries and a global headquarters in Walnut Creek, CA.

Buyerlink, a Walnut Creek, California-based online auction marketplace for performance-based marketing, secured a $40 million senior secured credit facility with Zions Bancorporation, N.A., doing business as California Bank & Trust (CB&T).

This facility enhances financial flexibility, strengthens the capital structure, and supports continued growth, including investments in its AI driven adtech platform, organic expansion, and strategic acquisitions.

Buyerlink has grown significantly to over $125 million in annual revenue through organic expansion and acquisitions, while generating industry leading EBITDA margins. It conducts millions of auctions monthly.

This debt facility follows a prior $41 million debt facility with Citigroup in September 2024 and an earlier $63 million facility (led by JPMorgan Chase in 2022). Debt financing has supported over 200% growth in recent years.

A planned reverse merger with Inspirato (announced June 2025, valuing Buyerlink equity at ~$326 million and projecting combined ~$350 million revenue and $30 million adjusted EBITDA for 2025) was later terminated by mutual agreement. Buyerlink remains a standalone private company under One Planet Group.

The facility is senior secured, giving the lender priority claims on collateral (likely including assets, intellectual property, and cash flows typical for such facilities in adtech/performance marketing). Specific terms such as interest rate, maturity, covenants, drawdown schedule, or amortization are not publicly detailed.

CB&T (a division of Zions) highlighted Buyerlink’s growth trajectory and operational strength, aligning the financing with its needs. Jaime Keane, SVP at CB&T, noted the bank’s support for the company’s organic and acquisitive growth.

Management, via Payam Zamani (Founder and CEO of One Planet Group), described the financing as providing balance sheet flexibility for long term growth strategy and continued investment in AI driven adtech leadership. Proceeds likely support platform enhancements, category expansion, acquisitions, working capital, and general corporate purposes.

This fits Buyerlink’s history of using debt to fuel scalable growth in a performance based model with network effects (more buyers attract more sellers and vice versa) and low marginal costs once scaled.

Recommended: Loop Raises $95 Million In Series C Funding Round

Risks and Considerations:

• Leverage: Successive debt raises amid growth imply elevated leverage. External commentary notes thin margins of safety if EBITDA targets (e.g., around prior $30 million combined projections) are not met, given debt servicing needs.
• Execution: Continued organic growth, successful AI integration, acquisition integration, and maintenance of strong EBITDA margins are critical in a competitive performance marketing landscape.
• Market/Vertical Risks: Dependence on digital advertising spend, consumer intent signals, and vertical specific dynamics (e.g., automotive, real estate). Economic slowdowns could impact lead/call volumes.
• Competition: While patents and proprietary tech provide differentiation, larger adtech platforms could challenge the auction model.
• Ownership: As a private subsidiary of One Planet Group, decisions align with the parent’s broader portfolio strategy.

The $40 million senior secured facility represents a positive signal of lender confidence in Buyerlink’s proven revenue scale (> $125M), strong EBITDA generation, scalable patented technology, and growth track record in performance marketing. It provides capital for AI acceleration and expansion without immediate equity dilution. For a growth stage company in adtech with network effects and diversified vertical exposure, this financing bolsters its position, though disciplined execution on profitability and leverage management will determine long term success. The facility aligns with the company’s trajectory as an increasingly AI native leader in connecting businesses to high intent local consumer demand.

Please email us your feedback and news tips at hello(at)superbcrew.com