When investing in business loans, returns naturally attract attention first. However, a new FinoMark investor survey reveals a broader picture: the decision to invest is shaped by far more than the interest rate alone.

Almost all surveyed investors (97%) said the first thing they look at is a company’s financial health and reliability. This sends a clear message to businesses seeking financing: a strong track record and transparent financials are not just an advantage — they are essential.

The interest rate remains important, with 92% of investors saying it is a significant factor, and for most respondents a project becomes attractive at an annual return of 10% or more. Still, the survey shows that a higher rate alone is not enough. Investors are looking for balance: solid returns, clearly understood risk and a well-substantiated project.

Collateral also plays an important role, with 86% of investors viewing it as a key factor in their decision-making. Real estate collateral and a combination of several security measures give investors the most confidence. This shows that investors think not only about potential returns, but also about what would happen if circumstances changed.

An equally important factor is a clear answer to a simple question: what will the funds be used for? Two-thirds of investors (67%) want to know whether the financing is intended for expansion, equipment, inventory or another specific purpose. The clearer the answer, the easier it is to assess the rationale behind the project.

Interestingly, the project amount and business sector are not decisive criteria for most investors. What matters more is the overall quality of the project and the clarity of the information provided.

Diana Kačanauskaitė, CEO of FinoMark, says: “Every day, we see that investors are becoming more thoughtful and responsible in how they assess projects. Returns matter, but decisions are rarely made on the basis of the interest rate alone. Investors want to understand the business, its financial position and whether the need for financing is well justified. This is a very positive trend — the more attention investors pay to information and risk assessment, the more mature the entire crowdfunding market becomes.”

The survey also revealed that most investors make their own decisions and take an active approach to investing, with the majority preferring manual investing so they can assess each project themselves. Automated investing is a convenient tool, but maintaining control remains important.