Installment Payment and Buy Now Pay Later (BNPL) SoftwareNew YorkFounded 2021CEO Baxter Lanius
Alternative is a B2B payments and sales enablement company founded by Baxter Lanius that offers flexible pay-over-time financing solutions for SaaS and services businesses.
Alternative has not published its revenue. GetLatka estimates it at about $4M a year (September 2025). Alternative is #667 on the Latka Top, level with one other. The Latka Top ranks the 1,372 companies Nathan Latka has interviewed by revenue.
| As of | Revenue | Source |
|---|---|---|
| Sep 2025 | $4MEST. | GetLatka estimate |
Alternative has raised $5M in one round: a Seed round in April 2021.
| Date | Round | Raised | Source |
|---|---|---|---|
| Apr 2021 | Seed | $5M | Baxter Lanius on cameraWatch at 21:19 |
| Total raised | $5M |
Nathan Latka has interviewed Alternative once, speaking with Baxter Lanius. Each figure links to the second it was said.
Watch: How Alternative Funds B2B Pay-Over-Time for SaaS Vendors With a $5M Seed and a $10M Credit Facility (Interview with CEO Baxter Lanius)April 2022 · Baxter Lanius, CEO and Founder
Alternative competes most directly with Trustpilot and G2.
| Company | Revenue | Funding | Employees | Customers | Founded |
|---|---|---|---|---|---|
 Trustpilot | $225.8M | $179.7M | 1,143 | – | 2007 |
 G2 | $162.9M | $257.6M | 1,092 | 3K | 2012 |
| Alternative | $4M | $5M | 36 | 10 | 2021 |
Baxter Lanius founded Alternative in 2021 and runs it as CEO. Alternative had 36 employees (October 2024, LinkedIn).
| As of | Employees | Source |
|---|---|---|
| Oct 2024 | 36 | |
| Apr 2022 | 13 | Baxter Lanius on cameraWatch at 22:55 |
GetLatka estimates Alternative's revenue at about $4M a year (September 2025). The company hasn't published its own figure.
Alternative has raised $5M in one funding round: a Seed round in April 2021.
Alternative had 36 employees in October 2024, according to LinkedIn.
Baxter Lanius is the CEO of Alternative and founded the company in 2021. Nathan Latka interviewed Baxter Lanius in April 2022.
Baxter Lanius founded Alternative in 2021.
6 said on camera · 1 from public sources · 1 estimate. Founder figures link to the second they were said; public figures name their source; estimates are marked EST. and say whose they are. Not financial advice. The Latka Top ranks the private, operating companies Nathan Latka has interviewed by the latest revenue figure on each profile, reported or estimated; equal figures share a rank.
Updated Oct 5, 2026Data disclaimerReport a correctionClaim this profile
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