Powering possibility: how Pipe and Boulevard are funding the future of self-care

For small businesses, access to capital can still feel like a closed door. Traditional financing is slow, rigid, and often not built for the day-to-day realities of modern entrepreneurs. At Pipe, we’re changing that, by embedding capital access directly into the software platforms SMBs already use to run their businesses.

One of the clearest examples of that impact? Swella Braid Bar.

Swella is a fast-growing self-care brand founded by Brooke Hill and Zanbria Asante, with locations in Atlanta and Charlotte. Like many entrepreneurs, they hit a familiar wall when seeking funding to open their next location. Banks asked for tax returns, collateral, and credit history, but offered little flexibility.

The breakthrough came from an unexpected place: their existing booking and payments platform, Boulevard.

Boulevard is purpose-built for appointment-based self-care businesses like Swella. Earlier this year, it launched Boulevard Capital, a native funding experience powered behind the scenes by Pipe. The result: a fast, seamless way for Boulevard’s customers to access capital offers based on real-time business performance, no paperwork or credit checks required.

Swella used that offer to open their newest location in Charlotte.

This is how embedded capital literally opens doors for SMBs: aligned with how businesses operate, designed for ease, and delivered at the moment of need.

From integration to impact: Boulevard + Pipe by the numbers

Boulevard Capital went live in early 2024 and has since advanced over $25 million in capital to self-care businesses.

• Customers who accepted funding nearly doubled their average monthly revenue growth.

• Boulevard saw a corresponding increase in customer retention and gross payment volume.

• Net Promoter Score (NPS) among capital users: 88.

Behind the scenes, Pipe’s infrastructure makes it easy for partners like Boulevard to embed capital directly into their workflows. Our approach requires minimal lift from engineering teams, while opening up meaningful new value for both platforms and their customers.

Why it matters

Small businesses drive nearly half of U.S. GDP but are consistently underserved by traditional lenders. That gap is even more pronounced for women- and minority-owned businesses, which make up a significant portion of the self-care industry.

By embedding capital access where entrepreneurs already work, Pipe and our partners are helping to change that, making funding faster, fairer, and more accessible to the businesses driving our economy forward.

For a closer look at how Pipe and Boulevard powered Swella's expansion, check out the story here: