June 24, 2026: House Advantage Fund (“HAF”), the specialized user acquisition financing platform comanaged by Discerning Capital & PVX Capital, has partnered with Distribution Labs, the performance marketing firm founded by former Meta Global Subject Matter Experts Mina Hadian and Sonic Prabhudesai, to bring best-in-class digital marketing consulting directly to companies within HAF’s lending pipeline.

The partnership is designed to create a compounding growth advantage for HAF’s borrowers. Distribution Labs will work with companies in HAF’s portfolio to audit, optimize, and scale their performance marketing operations, improving the efficiency of marketing spend, reducing customer acquisition costs, and accelerating return on ad investment. For operators already deploying HAF’s non-dilutive capital toward user acquisition, more efficient marketing directly translates into stronger unit economics, faster payback periods, and increased fundability.

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Distribution Labs brings a rare depth of experience to this challenge. At Meta, Mina Hadian and Sonic Prabhudesai oversaw the performance marketing for some of the world’s largest advertisers collectively managing over $3 billion in ad spend across 120 countries. Their firm operates on a contrarian insight: performance marketing is 80% data and engineering and only 20% creative, and most companies leave significant efficiency gains on the table by focusing on the wrong lever.

Sonic Prabhudesai, Co-Founder of Distribution Labs, said: “The companies in HAF’s portfolio are exactly the kind of operators we built Distribution Labs to serve: disciplined teams with strong fundamentals who are deploying real capital into growth. What we consistently see is that most of the efficiency gains available to these businesses aren’t in the creative or the channel strategy, they’re in the data infrastructure, the signal quality, and the campaign architecture underneath. We can unlock that value quickly, and when you pair that with HAF’s financing model, the compounding effect on growth is real.”

Davis Catlin, Managing Partner at Discerning Capital, added: “Our model has always been about more than just providing capital. We want the companies we back to grow faster and more efficiently than they would on their own, and that means surrounding them with the best operators and advisors in their respective disciplines. Mina and Sonic have managed more ad spend and driven more growth at scale than almost anyone on the planet. For our borrowers, who are deploying HAF capital directly into user acquisition, having Distribution Labs optimizing that spend is a genuine force multiplier. It makes our loans perform better and it makes our companies more valuable. It’s a win-win partnership.”

Through the partnership, HAF borrowers will gain access to Distribution Labs’ full suite of services such as diagnostic audits, hands-on engineering work, and performance marketing co-pilot support to give each operator not just capital, but the operational infrastructure to deploy that capital as effectively as possible.

 

About Distribution Labs
Distribution Labs is a performance marketing firm founded by Mina Hadian and Sonic Prabhudesai, former Global Subject Matter Experts at Meta who oversaw growth and retention strategies for the world’s largest advertisers. With over 15,000 hours of hands-on experience managing $3 billion in ad spend across 120 countries, Distribution Labs helps growth-stage companies unlock the data and engineering advantages that drive efficient, scalable user acquisition. The firm’s client roster spans eCommerce, fintech, gaming, and consumer technology, and includes a collaborative case study and marketing playbook with Meta.
distribution.inc

 

About House Advantage Fund
House Advantage Fund is the leading user acquisition financing platform for the online wagering industry, offered jointly by Discerning Capital and PVX Capital. HAF provides revolving credit facilities to licensed, growth-stage sportsbook, casino, and wagering operators, enabling them to scale marketing spend efficiently without equity dilution. Discerning Capital brings over 20 years of collective experience as institutional investors in global gambling companies, with deep expertise across gaming, fintech, and regulated markets and a proven track record of supporting companies at critical growth inflection points.
discerningcap.com | discerningcap.com/private-credit