Reuters reported, as General Electric seeks to unload most of its finance assets, it is prioritizing the sale of businesses that provide lending to U.S. and European private equity firms, and to healthcare-related businesses, GE Capital’s top executive said.

Reuters reported that Keith Sherin, chief executive of GE Capital, told an investor conference in New York, that because these businesses have a lot of “franchise value…customers won’t do any business with us unless they know who the owner is. We have to get those done quickly.”

According to Reuters , Sherin said further, GE Antares, which provides private-equity-related loans, is “in the marketplace, it’s happening quickly,” and the process for a similar, smaller business in Europe is also “going quickly.”

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