The concept of "white label" in the context of business financing typically refers to a situation where a financial institution or lender provides their products or services under another company's brand name. This allows the company (such as Advance Funds Network or Direct Funding Now) to offer financial products to small business owners without directly being the lender themselves.

While the specific lender or financial institution behind Advance Funds Network and Direct Funding Now isn't explicitly disclosed on their websites, these companies often partner with various lenders and financial institutions to provide their services. They act as intermediaries, facilitating the application process and matching small business owners with appropriate financial products.

To find out the exact lender or white label partner behind these companies, you would typically need to contact them directly or look for specific disclosures in their terms and conditions or on their regulatory pages, if available. These details are often not prominently displayed on their marketing websites but can sometimes be found in the fine print or through direct inquiry with their customer service.