B2B2C is a concept, where a lender provides loan to customer, that is purchasing a product on a second business webpage. Or where a Fintech lender lends money to customers / clients of another financial institution - bank, credit union or others.
The main purpose behind this approach is to achieve additional income with different underwriting risk. FinTech can share or hold the risk in full, where the business entertaining FinTechs' lending is gaining additional advantage, as higher sales of the products, different focus of the consumer than focus on the minimum price or additional opportunity to cross sale to customers original business has or hoping to have.
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