Brand Intelligence Graphcompany
Company Overview
About Percent
Percent is a New York City-based private credit investment marketplace — backed by Y Combinator (W20) — providing accredited investors and institutions with access to private credit investment opportunities (asset-backed lending, corporate credit, structured products) that have historically been accessible only to large institutional investors, having facilitated over $1 billion in total deal funding with potential annualized returns of up to 20%. Founded in 2018, Percent operates in the rapidly growing alternative investments market where private debt fundraising reached $196.1 billion globally in 2024, democratizing access to an asset class that represents 50% of asset management industry revenue despite comprising less than 20% of assets under management.
Business Model & Competitive Advantage
Percent's private credit marketplace addresses the distribution gap that has historically restricted private credit investment to institutional allocators: private credit strategies (direct lending to middle-market businesses, invoice financing, equipment financing, real estate bridge loans, consumer installment loans originated by specialty lenders) have generated returns 200-400 basis points above equivalent public credit with lower mark-to-market volatility — but minimum investment sizes of $250,000-$5,000,000 per deal excluded all but the largest family offices, endowments, and institutional investors. Percent's platform enables accredited investors to access these same deal structures at lower minimum investment sizes, providing diversified exposure to the private credit returns that institutional portfolios benefit from. The deal structuring capability (underwriting the originator's credit processes and structuring the investment vehicle that pools investor capital into the asset pool) enables Percent to source deals directly from specialty lenders and present them as vetted investment opportunities with transparent underlying asset disclosure.
Competitive Landscape 2025–2026
In 2025, Percent competes in the alternative investment platforms, private credit marketplace, and accredited investor fintech market with Yieldstreet (alternative investments, $400M raised at $1B+ valuation), Cadre (real estate private market investments, $133M raised), and AngelList Venture (private market investment platform, $100M raised) for accredited investor private credit and alternative investment platform adoption. The $1B+ facilitated deal volume milestone (achieved since founding in 2018) demonstrates the platform's ability to source, underwrite, and close private credit transactions at meaningful scale. The 2024 global private debt fundraising record ($196.1B) reflects the institutional adoption of private credit as a core asset class — creating the deal flow supply that retail and family office demand can access through Percent. Y Combinator W20 backing positions Percent with the fintech investor network. The 2025 strategy focuses on expanding the institutional LP channel (family offices and RIAs allocating to private credit through Percent's platform), building the secondary market for existing position liquidity, and growing the structured product originator partnerships for deal pipeline expansion.
Recent Activity
View all →Key Differentiators
Market Leader
Percent is recognized as a market leader in the Finance sector, demonstrating strong industry presence and customer trust.
Frequently Asked Questions
Estimated Visibility Trend (Beta)
Simulated 8-week rolling score
Based on estimated brand signals. Historical tracking coming soon.
Similar Brands
Coinbase
Coinbase (Nasdaq: COIN) is the largest U.S.-regulated cryptocurrency exchange and digital asset platform, providing tens of millions of retail users and thousands of institutional clients with service
Block
Block, Inc. is a San Francisco, California-based financial technology company — publicly traded on the New York Stock Exchange (NYSE: SQ) as an S&P 500 Information Technology component (added to the S
Plaid
Plaid is a financial data infrastructure company that provides the API layer connecting financial applications to bank accounts and financial data. Founded in 2013 by Zach Perret and William Hockey, P
Hellohive
Hellohive is a New York City-based virtual recruiting platform specializing in diverse early-career talent — backed with $9 million in total funding including a $3.4 million Series A in February 2024
Alpaca
Alpaca is a developer-first brokerage infrastructure company founded in 2015 and headquartered in San Mateo, California. It operates as a fully self-clearing broker-dealer with DTCC, Nasdaq, OCC, and
JPMorgan Chase
JPMorgan Chase & Co. is a New York City-based global financial services company — publicly traded on the New York Stock Exchange (NYSE: JPM) as a Dow Jones Industrial Average and S&P 500 Financials co
Compare Percent with Competitors
Side-by-side AI visibility scores, platform breakdown, and market position.
Claim This Profile
Are you from Percent? Claim your profile to see full AI mention excerpts, get weekly visibility change alerts, and optimize how AI systems describe your brand.
Claim Percent Profile →Track AI Visibility in Real Time
Monitor how ChatGPT, Gemini, Perplexity, and Claude mention Percent vs competitors. Get alerts when AI recommendations shift.
Start Free Tracking →