Looking for feedback — franchise equity lending model

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February 22, 2026

by a searcher from Columbia University - Columbia Business School in Princeton, NJ, USA

I'm working on something in the franchise lending space and wanted to share it here to get some honest feedback from people who know this world better than I do. The idea is called Project Liquid — a hybrid lending marketplace focused exclusively on franchise transactions. Rather than traditional debt, we structure investments as equity positions in the franchise itself: 10–20% of the business value, in exchange for a share of future appreciation at exit. No monthly payments for the operator. A defined return tied to business performance for the investor. Deal parameters we're working with: — Franchise values between $500K and $1.5M — Capital deployed per deal: $50K–$300K — Term: 5–7 years, or at exit/sale — LP return: share of appreciated franchise value at settlement The franchise angle matters here because the underwriting is more grounded than general SMB lending — proven brand economics, franchisor accountability, and historical performance data that actually exists. It's a segment of the market that I think is underleveraged from a private capital perspective. I'm in the early stages of building out an LP base and am genuinely looking to connect with people who have experience in alternative credit, private credit, or SMB lending — not to pitch, but to pressure-test the model and hear where the gaps are. If this is relevant to your work or you have thoughts on the structure, feel free to comment or reach out directly. Happy to share more and equally happy to just have a conversation. — Henry
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Reply by a searcher
from University of Utah in Irvine, CA, USA
I was at GE Franchise Finance for 5 years and have run a portfolio of 120+ franchise units. I also own a franchisor right now. I'm not completely understanding where you want to go with this, but if it's to invest in franchisees, it will be VERY important to choose the right brands and VERY important to choose the right operators. This is a very dynamic business. The wrong operator will destroy value. It's quite tricky.
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Reply by an investor
from Texas Tech University in Ann Arbor, MI, USA
Having been involved in 2 different franchises, I can say that FDD Item 19 is not always the north star to indicate operator success. There are variances by region which need to be looked at closely. Franchisee/operator track record would be critical for this equity model to succeed.
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