Finance Veteran Amity Mercado Launches Countify Capital to Bridge Liquidity Gaps for Underserved Businesses

New Specialty Lending Firm Offers Factoring and Asset-Based Lending Solutions Up to $10 Million

AUSTIN, Texas - May 6, 2026—Specialty finance industry veteran and risk management specialist Amity Mercado recently announced the launch of Countify Capital, where she will serve as Chief Executive Officer. The specialty lending firm provides flexible capital solutions for startups, small businesses, and middle-market companies across the United States, offering factoring and asset-based lending (ABL) facilities up to $10 million. Countify Capital addresses the urgent need for flexible capital, providing an alternative to the long wait times, strict bureaucracy, and loan covenants of traditional banks.

Founded on the principle that lending is about people, not just capital, Countify Capital provides rapid financing solutions to businesses, particularly in underserved sectors such as construction, apparel and textiles, food and beverage, manufacturing, oilfield services, and staffing.

“We understand that growing businesses need more than just capital; they need a financial services partner who understands their industry, their challenges, and their vision,” Mercado said. “We see the business behind the invoice, the employees, families and communities they support. When a client calls, it is not just about cash flow; it’s about whether they can make payroll or take on the next big opportunity. We are restoring momentum, helping people keep their businesses moving when cash flow timing is working against them.”  

The firm fills a crucial void for startups, high-growth organizations, mature businesses facing operational challenges, or those in industry verticals deemed "out of favor" by traditional lenders. Countify Capital’s tailored factoring and ABL facilities are designed to help businesses bridge the gap between billing and payment, or the purchase or manufacture of inventory and eventual sale, enhancing liquidity and cash flow.

Most recently, Mercado served as chief financial officer and chief operating officer at a market-leading asset-based lender and factor. Previously, she led an accounting and business advisory services firm for close to 20 years, automating workflows and serving as an outsourced accounting partner to CEOs and entrepreneurs of small businesses and lower-middle market companies.

Mercado serves on the International Factoring Association’s Advisory Board to help shape the future of technology-enabled commercial lending and is committed to giving back through the Rotary Club of Northwest Austin. The Club supports local initiatives such as Hope Austin, which provides thousands of meals to kids in need.

About Countify Capital

Based in Austin, Texas, Countify Capital offers factoring and asset-based lending facilities of up to $10 million to start-ups, small businesses and lower-middle-market companies experiencing working capital shortfalls. With competitive advance rates, flexible structures and fast approvals, Countify delivers capital that accelerates opportunities for growing businesses nationwide. Industry sector expertise includes construction, oilfield services, food & beverage, manufacturing, staffing, and apparel and textiles. For more information, visitwww.countifycapital.com.