private capital providers
[New Finco LLC] is an entity that provides capital to companies that are not a fit for traditional banks, typically because they are too small, too new, don't have hard assets, or just don't fit in the traditional bank lending box (you'd be surprised at how often banks pass up on great opportunities because of this). We work with companies across an array of industries.
Many of the competing businesses use the word Capital in their names, as that is SKU - providing capital to businesses. We wish to not use that word because it is overdone. Many in the industry like to use generic names that are a combination of Oak, Tree, Hill, Castle, Stone, etc. (you get the picture) and many others name themselves after a town, street, golf course, etc. and we wish not to do this.
We set ourselves apart by our flexibility, creativity, transparency and speed of execution so it would be a plus to somehow incorporate one of those themes into the name. We also wish to use the word "Partners" in the name (e.g. Elevation Partners).