Casca appoints William Mills Agency to boost AI lending visibility

By Vriti Gothi

Casca, an AI-native loan origination platform focused on small business lending, has appointed William Mills Agency as its public relations partner. The engagement is intended to strengthen Casca’s brand visibility as it expands its offering to community financial institutions.

William Mills Agency, a U.S.-based public relations firm specialising in financial services and FinTech, will support Casca’s communications strategy as the company positions its technology as a solution to longstanding inefficiencies in small and medium-sized enterprise (SME) lending.

Casca describes itself as the first AI-native loan origination system built specifically for community institutions. The platform is designed to help banks and credit unions process business loan applications more efficiently while maintaining underwriting standards and competitive rates. The company argues that many SMEs face limited access to affordable capital not because of weak credit profiles, but due to outdated systems at traditional lenders or higher-cost options from alternative providers.

By embedding artificial intelligence into the loan origination process, Casca aims to enable community institutions to deliver faster credit decisions without relying on pricing models typically associated with FinTech lenders. The strategic intent, according to the company, is to close the gap between speed and responsible lending, allowing smaller institutions to compete more effectively in the SME market.

The partnership reflects a broader trend in the FinTech sector, where AI-driven lending infrastructure providers are increasingly targeting community and regional institutions. As competitive pressures from digital lenders intensify, traditional financial institutions are seeking technology partners that can modernise back-office processes without introducing undue risk.

The collaboration underscores the growing emphasis on responsible AI in financial services, particularly in credit underwriting and origination. As regulatory scrutiny around algorithmic decision-making increases, FinTech providers are under pressure to demonstrate transparency, fairness and compliance alongside performance gains.

For Casca, the communications mandate comes at a time when community lenders are reassessing their digital capabilities in SME finance. Strengthened brand positioning may prove critical as the market for AI-driven lending infrastructure becomes increasingly competitive.