Mercantile is a financial services startup that offers custom-built credit cards for small businesses, specifically targeting professional associations in the healthcare sector. Its clients include the American Optometric Association, Academy of Doctors of Audiology, Dental Success Network, and others. Mercantile operates in the financial services market, with a focus on the niche of small businesses in the healthcare industry.

The company's business model is centered around partnering with professional associations to offer a unique credit card that benefits both the association and its members. The card helps reduce churn and increase affinity for the association's brand by providing financial benefits to the members, such as no annual fees and no impact on the business owners' personal credit. This is a significant advantage as most small business cards often come with compromises that can negatively affect the business owner's personal finances.

In addition to serving the members, Mercantile also provides a new revenue source for the associations. By partnering with Mercantile, these organizations can earn program dividends, creating a high-margin revenue stream.

In summary, Mercantile is a financial services company that offers a unique credit card service for small businesses in the healthcare industry. It partners with professional associations to provide financial benefits to their members and a new revenue source for the organizations.

Keywords: Financial Services, Small Businesses, Healthcare Industry, Professional Associations, Credit Cards, No Annual Fees, No Impact on Personal Credit, Reduce Churn, Increase Affinity, New Revenue Source.