Orion First has begun servicing contracts for ApplePie Capital.

Based in San Francisco and led by CEO and co-founder Denise Thomas, ApplePie Capital is a lender dedicated to the franchise industry. The company provides transaction sizes ranging from $100,000 to $5 million. ApplePie’s core loan product is designed for franchise brands and their franchisees.

ApplePie sought out a partnership that would enable it to continue to grow its portfolio and provide a higher level of service. It also wanted complete, accurate and timely information on its portfolio.

“What we found in Orion are quality people who are engaged in the sales process and who we think will work well with our team and our franchisee clients,” Thomas said. “They clearly grasp ApplePie’s needs, know the marketplace and share our focus on high-touch customer service.”

Servicing needs have grown more complicated for originators during the COVID-19 pandemic, with more scrutiny needed on individual accounts and more access needed to evaluate data.

“We’re honored that ApplePie is willing to entrust their customers to our care,” Quentin Cote, executive vice president of Orion First, said. “Our focus, attention and technological tools gave them confidence that we were the right fit for the job. Our mission is to provide a satisfying customer experience, and it’s clear to us the level of attention and care ApplePie has for its customers. We share a customer-oriented strategy.”