Forward GTM brain

Forward connects US debt advisors seeking private financing with private credit funds looking for deal opportunities.

category

Private credit deal sourcing network

market profile

  • text: Advisors and funds face a fragmented, relationship-driven private credit origination process, making lender mandate matching difficult.
  • text: Forward claims access to more than 100 lenders managing over $500 billion across its network.

personas

  • title: Managing director, debt advisory
    pains:
    • Finding lenders whose mandates fit a borrower's sector and structure
    • Reaching beyond existing lender relationships while keeping deal momentum
  • title: Private credit fund head of origination
    pains:
    • Finding relevant advisor-sourced transactions
    • Screening inconsistent borrower materials and unsuitable deal flow

icp

  • text: US debt advisory firms arranging commercial or real estate credit, including refinancings and acquisition finance.
  • text: Private credit funds seeking advisor-originated loans matched to their investment mandate.

message pillars

  • text: Bring advisors and private credit funds into one network.
  • text: Give advisors access beyond their existing relationships.
  • text: Match each transaction with a suitable lender.

objections

  • objection: Do you have lenders for this particular loan?
    response: Review lender appetite against the sector, loan size, security and leverage before running a transaction.
  • objection: How are confidential borrower documents protected?
    response: Ask Forward about its access controls and confidentiality terms before sharing documents.

competitors

  • name: Percent
    website: https://percent.com/lender-financing
    why: Structures and syndicates private credit facilities through a marketplace, with a particular focus on specialty lenders.
  • name: Cambridge Wilkinson
    website: https://www.prnewswire.com/news-releases/cambridge-wilkinson-investment-bank-expands-forward-flow-offerings-to-meet-growing-demand-from-private-lenders-302418937.html
    why: An investment bank arranging debt raises and connecting middle-market borrowers with private capital sources.

influencers

  • name: Daniel Yoon
    url: https://app.dealroom.co/companies/forward_14
    why: Forward co-founder and CEO with a private credit background.

keywords

  • private credit deal sourcing
  • debt advisor lender network
  • commercial loan placement
  • private debt marketplace
  • private credit origination
  • direct lending financing

voice

  • direct
  • deal-oriented
  • relationship-focused

signals

  • text: A debt advisor is taking a refinancing or acquisition financing to market and needs broader lender coverage.
  • text: A private credit fund is expanding origination and needs transactions aligned with its mandate.

hiring

  • Software Engineer, San Francisco or Sydney
  • Credit Engineer, San Francisco or Sydney

pricing

model: unknown

motion

sales_led

channels

  • LinkedIn
  • X

confidence

medium

Founders

  • name: Daniel Yoon
    title: Founder/CEO
    role: CEO
    bio: Founder at Forward (YC F26).
  • name: Riley Janjis
    title: Founder
    role: Founder
    bio: Founder at Forward (YC F26)
  • name: Darryl Luo
    title: Founder/CTO
    role: CTO
    bio: Founder at Forward (YC F26).

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