When a business needs additional funding, the question of where to turn is often less straightforward than it may seem. A new survey of FinoMark business borrowers reveals that the decision is driven not only by cost or convenience — what matters most is the likelihood of securing funding in the first place.

Nearly 70% of surveyed business clients said that a higher likelihood of securing funding was the main factor in choosing a financing option. Businesses often need funding at a specific moment — for working capital, expansion or equipment — so what matters is not just the process itself, but whether they can obtain the financing they need.

Lower interest rates also matter, and more than half of respondents identified them as important, but cost is not the only consideration. Businesses also value a quick response, clear terms and a simple process.

Why Businesses Choose Intermediaries — and When They Return to Direct Lenders

Businesses that apply through loan comparison platforms or intermediaries are typically looking for a better chance of securing funding, more favourable terms and the ability to compare several offers at once. However, some respondents viewed this experience neutrally or negatively.

When asked what would encourage them to approach a lender directly, businesses pointed to two things: better financing terms and personal consultation. Direct contact becomes more attractive when a business sees a clear benefit — the opportunity to discuss its individual situation and receive a tailored solution rather than a standard offer.

Diana Kačanauskaitė, CEO of FinoMark, says: “Businesses seek financing in very different circumstances. For some, speed is the top priority; for others, it is cost; and for others, it is the higher likelihood of securing funding at all. But in almost every case, clarity matters: what the terms are, how much the financing will cost and whether the solution fits the specific business situation. Direct communication allows us to better understand a business’s needs and offer a solution that is not based solely on a standard comparison.”

The survey confirms that loan comparison platforms can be a useful first step, but a direct conversation with a lender often helps businesses make a better decision for the entire financing period.