As banks and financial services companies invest in financial technology (or “fintech”), innovation has focused on customer acquisition and convenience of access. For Far West Capital, an Austin financial services company that specializes in invoice factoring and asset-based lending to small and medium-sized businesses, this focus isn’t quite right.

Instead, Far West Capital has invested in a “fintouch” approach to technology - prioritizing their client’s success and the highly personalized relationships that set them apart. On Tuesday, September 12th, they announced a set of new tools targeted at helping their small business clients better understand their key financial metrics.

“‘Fintech’” is neither good or bad,” says Cole Harmonson, Far West Capital CEO. “It’s just a tool, like any other technology. How we use those tools to serve our customer, and which financial behaviors we choose to encourage: those are the choices that will matter going forward. That’s why we’re calling our overall strategy “fintouch” - it’s not just about technology, it’s about the social, human relationship we want to maintain with our clients.”

The new tools will be available on both desktop and a mobile app; in keeping with the “fintouch” philosophy, Far West Capital’s CEO Cole Harmonson and Sr. Account Manager John Center announced the new tools & discussed their unique strategy on a Facebook Live event Tuesday. Video of the live announcement is available here.

Far West Capital is in the business of funding the goals of high-growth small business owners. Since 2007, our highly experienced entrepreneurial leadership team has helped over 350 businesses grow and thrive – many of whom don’t fit in a traditional bank’s “box.”