Liquid Finance
Liquid Finance Co. is a private Grand Rapids-based asset-based lender that originates loans secured by inventory, equipment, and other tangible assets for North American companies that traditional banks decline to finance, operating as a division of Liquid Asset Partners.
- Company typePrivate
- Founded-
- HeadquartersGrand Rapids, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Liquid Finance does
Liquid Finance Co. is a private asset-based lending platform headquartered in Grand Rapids, Michigan, operating as a division of Liquid Asset Partners. Co-founded by Bill Melvin and David Sassano, the firm originates loans secured by tangible assets — inventory, equipment, raw materials, and work-in-process — to North American companies that traditional banks are unwilling or unable to finance due to cash-flow-based underwriting constraints. Its "Financial Toolbox" covers ten structures: term loans, revolvers, sale-leasebacks, second lien, bankruptcy exit financing, real estate, bridge loans, debtor-in-possession (DIP) financing, note purchases/bank loan refinancing, and acquisition financing.
The firm's core differentiating capability is valuation rather than credit analytics: it leverages Liquid Asset Partners' 40+ years of combined experience in appraisals, liquidations, and auctions to underwrite hard-to-value asset packages that single-asset lenders avoid. Active market participation across buying, selling, financing, and auctioning assets supplies proprietary transaction-based pricing intelligence. The team claims domain coverage across 87 industries and 8 service structures, with particular concentration in manufacturing, distribution, retail, hospitality, motor sports, medical, education, automotive, and energy. A publicly disclosed deal — a $20 million facility to agriculture equipment manufacturer GVM Inc. to exit Chapter 11 in June 2020 — illustrates the firm's appetite for special-situation and restructuring-oriented borrowers.
Commercially, Liquid Finance runs a direct, founder-led B2B sales motion with a small (11–50 employee) team. Pricing is quote-based on a per-deal basis, with revenue generated through interest and transaction/structuring fees. Distribution is primarily direct relationship origination supplemented by referrals from parent Liquid Asset Partners and a digital presence comprising a website, blog, and LinkedIn page. The firm has no app, no API, and no public disclosures on revenue, AUM, funding rounds, or external institutional investors.
Liquid Finance firmographics
Firmographics- Name
- Liquid Finance
- Legal name
- Liquid Finance Company
- Website
- https://liquidfc.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Liquid Finance Co. is a private Grand Rapids-based asset-based lender that originates loans secured by inventory, equipment, and other tangible assets for North American companies that traditional banks decline to finance, operating as a division of Liquid Asset Partners.
- Ownership category
- akta.pro rank
Liquid Finance industry classification
Industry- Product category
- Asset-Based Lending
- NAICS
- Credit Intermediation and Related Activities (522), Commercial Banking (522110)
- SIC
- Short-Term Business Credit Institutions (6153), Miscellaneous Business Credit Institution (6159)
- akta.pro primary industry
- SME Business Lending (Term Loans, Lines of Credit, Overdrafts) (FSABABAB)
- akta.pro secondary industry
- Debtor-in-Possession (DIP) Financing Funds (FSANAKAF)
Keywords
Where Liquid Finance is headquartered
LocationHeadquarters
- HQ city
- Grand Rapids
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Liquid Finance business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others
Revenue model
- Asset-Based Lending: Provides capital loans to companies that own assets. Revenue generated through interest on loans and financing fees. Deals are based on asset value rather than cash flows.
- Financial Services Products: Offers diverse financial products including term loans, revolvers, sale-leasebacks, second lien structures, bankruptcy exit financing, bridge loans, debtor-in-possession loans (DIP financing), note purchases, bank loan refinancing, and acquisition financing.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Quote-based lending rates |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels4 records
Liquid Finance product offering
Product offeringCore offering
Liquid Finance Company is an asset-based lending platform that provides capital loans to businesses that own tangible assets. Deals are structured around asset value rather than cash flows, enabling the company to serve borrowers that traditional banks typically reject. The lending platform is paired with a financial toolbox spanning term loans, revolvers, sale-leasebacks, second lien structures, bankruptcy exit financing, real estate financing, bridge loans, debtor-in-possession loans, note purchases, bank loan refinancing, and acquisition financing.
Product overview
Liquid Finance operates as an asset-based lending platform that provides a suite of financial products to companies that own assets. The core platform focuses on deals based on asset value rather than cash flows, targeting businesses that banks cannot help. The Financial Toolbox includes Term Loans, Revolvers, Sale-Leasebacks of Equipment, Second Lien Structures, Bankruptcy Exit Financing, Real Estate Financing, Bridge Loans, Debtor-in-Possession (DIP) Financing, Note Purchases and Bank Loan Refinancing, and Acquisition Financing. The company leverages Liquid Asset Partners' 40+ years of experience in asset appraisals, liquidations, and auctions to enhance its lending capabilities.
Differentiator
Problem solved
Functional benefit
Products and services
- Asset-Based Lending Platform Core lending platform that provides capital to North America-based businesses that own assets, with deals sized and underwritten based on asset value rather than cash flows. Targeted at companies that traditional banks cannot serve, with experience across manufacturing, distribution, retail, hospitality, motor sports, medical, education, automotive, and energy sectors.
- Term Loans Traditional long-term loan products offered as part of Liquid Finance's financial toolbox for asset-owning businesses.
- Revolvers Revolving credit facilities provided to asset-owning borrowers for ongoing working capital needs.
- Sale-Leasebacks of Equipment Equipment sale-leaseback financing solutions enabling companies to unlock capital from owned equipment while retaining use of the assets.
- Second Lien Structures Second lien financing structures provided in partnership with other lenders to support asset-backed capital structures.
- Bankruptcy Exit Financing Financing solutions designed to help companies exit Chapter 11 bankruptcy proceedings, such as the $20 million asset-based financing provided to GVM Inc.
- Real Estate Financing Real estate-backed lending solutions provided to asset-owning businesses as part of the financial toolbox.
- Bridge Loans Short-term asset-backed financing solutions designed to bridge capital gaps for businesses.
- Debtor-in-Possession Loans (DIP Financing) Financing provided to companies in bankruptcy proceedings while they remain in possession of their assets, supporting operational continuity through restructuring.
- Note Purchases and Bank Loan Refinancing Services for purchasing notes and refinancing existing bank loans for asset-owning businesses seeking better terms.
- Acquisition Financing Asset-based capital solutions designed to facilitate business acquisitions by leveraging target asset values.
Quantifiable outcome
- Successfully helped GVM Inc. exit Chapter 11 bankruptcy with $20 million in asset-based financing
Companies that use Liquid Finance
Customer profileNamed customers2 records
Segments4 records
Ideal customer profiles3 records
Liquid Finance technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Liquid Finance partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Liquid Asset PartnerscoreLiquid Finance Co. has partnered up with Liquid Asset to offer an asset-based lending platform. Liquid Assets's seasoned skill set in asset appraisals, liquidations and auctions enhances Liquid Finance's ability to help companies that banks cannot. Liquid Finance is a division of Liquid Asset Partners. The partnership leverages Liquid Asset's 40+ years of experience valuating complex assets.
Scale indicators4 records
Recent moves4 records
Expansion highlights4 records
Liquid Finance competitors and assessment
Company assessmentBroad incumbents
- Ares Capital Corporation: Ares Capital is a leading publicly traded BDC providing senior secured loans, asset-based financing, and DIP facilities to middle-market companies. A broad incumbent that competes for many of the same borrowers and distressed deals as Liquid Finance but with materially greater scale and capital access.
Direct peers
- Crestmark (now MSB Capital): Crestmark / MSB Capital provides asset-based lending, factoring, and DIP financing to small and middle-market businesses. Direct competitor in the asset-based and distressed lending space, with comparable product suite including bankruptcy exit financing.
- TAB Bank: TAB Bank is an asset-based lender providing working capital, equipment financing, and commercial loans to small and mid-sized businesses. Comparable in focus on hard-to-value assets and ability to lend to borrowers with complex balance sheets.
- MidCap Financial: MidCap Financial is a specialty finance company (Apollo-managed) providing senior secured, asset-based, and DIP loans to middle-market companies. Direct peer in the complex asset-based and distressed lending space with comparable deal sizes and borrower profile.
- SLR Capital Solutions (formerly SLR Business Credit): SLR Capital Solutions is an asset-based lender providing senior secured loans, revolvers, and DIP financing to middle-market companies. Direct competitor in the complex asset valuation and specialty lending space, with similar deal sizes and target customer profile.
- FGI Finance: FGI Finance is a specialty finance company providing asset-based lending, factoring, and equipment financing to small and mid-sized businesses. Direct peer in the alternative asset-based lending market targeting companies with complex asset portfolios.
- Liquidity Finance (Liquidity Capital): Liquidity Capital / Liquidity Finance is an asset-based and revenue-based lender providing working capital solutions to small and mid-sized businesses. Direct peer in the alternative lending space with overlapping focus on asset-heavy, non-bankable borrowers.
- White Oak Global Advisors: White Oak Global Advisors is a direct peer — a non-bank specialty lender focused on asset-based lending, senior secured term loans, and DIP financing to small and mid-sized businesses across the U.S. Highly comparable to Liquid Finance in target borrower profile and product mix.
- Republic Business Credit: Republic Business Credit is an asset-based lending and factoring specialist providing working capital solutions to growing and turnaround-stage businesses. Direct peer in the non-bank, asset-focused lending niche targeting companies underserved by traditional banks.
Emerging players
- Newtek Business Services (now NewtekOne): NewtekOne is an emerging non-bank lender providing asset-based, SBA, and specialty financing to small businesses. Comparable in targeting underserved borrowers but operates with broader product breadth and public company capital access.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Liquid Finance social profiles
Digital presenceLiquid Finance financial estimates
Financial estimateRevenue estimate
Valuation estimate
Liquid Finance leadership team
Management profileNumber of profiles
Profiles2 records
Liquid Finance funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Liquid Finance M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Liquid Finance
What does Liquid Finance do?
Liquid Finance Company is an asset-based lending platform that provides capital loans to businesses that own tangible assets. Deals are structured around asset value rather than cash flows, enabling the company to serve borrowers that traditional banks typically reject. The lending platform is paired with a financial toolbox spanning term loans, revolvers, sale-leasebacks, second lien structures, bankruptcy exit financing, real estate financing, bridge loans, debtor-in-possession loans, note purchases, bank loan refinancing, and acquisition financing.
Is Liquid Finance a public or private company?
Liquid Finance is a private company. It is classified as corporate owned and is currently operating.
When was Liquid Finance founded?
Liquid Finance was founded in -1. It employs 11 to 50 people.
Where is Liquid Finance based?
Liquid Finance is headquartered in Grand Rapids, United States, in the North America region.
How does Liquid Finance make money?
Two revenue lines are on record. Asset-Based Lending is the primary driver. The others are financial Services Products.
Who are Liquid Finance's main competitors?
Ares Capital Corporation is listed as a broad incumbent. Direct peers are Crestmark (now MSB Capital), TAB Bank, MidCap Financial, SLR Capital Solutions (formerly SLR Business Credit), FGI Finance, Liquidity Finance (Liquidity Capital), White Oak Global Advisors and Republic Business Credit. Newtek Business Services (now NewtekOne) is listed as an emerging player.
Does Liquid Finance have an API?
No public API is recorded for Liquid Finance.
What industry is Liquid Finance in?
Liquid Finance's product category is Asset-Based Lending. Its primary akta.pro industry code is FSABABAB, SME Business Lending (Term Loans, Lines of Credit, Overdrafts), with a secondary code of FSANAKAF, Debtor-in-Possession (DIP) Financing Funds. Its NAICS code is 522 and its SIC code is 6153.