How Bridge Delivers Financing Success: Real Stories From Hospitality and CPG Brands

Most financing platforms promise access to lenders. Few promise that the deal will actually close. That gap between introduction and funded capital is where most small business financing fails, and it is exactly where Bridge operates.

Bridge has facilitated over $500 million in financing across hospitality, CPG, and working capital, with more than $250 million in hospitality alone during 2025. In March 2025, Bridge was named Best Overall Business Lending Company by the FinTech Breakthrough Awards. These numbers reflect a model built on execution, not introductions.

This article walks through how that model works in practice: what hospitality operators, CPG brands, and growing businesses experience when they finance through Bridge, and why the outcomes differ from traditional broker-style platforms.

Why Financing Execution Matters More Than Lender Access

Access to lenders has never been the bottleneck. The bottleneck is execution: getting documents organized, matching deals to the right underwriting criteria, coordinating multiple parties, and keeping diligence on track through closing.

Traditional aggregators monetize by selling borrower data and exiting after introductions. Borrowers submit one request, then manage outreach from multiple competing lenders. Each lender requests documents in different formats and operates on different timelines. The platform takes no accountability for whether the deal funds.

Bridge inverts that model. We manage financing from request to funded, coordinating documentation, lender alignment, and closing logistics through a single process. Borrowers generate lender-ready packages before submission using AI-powered tools. Our pro forma builders standardize financial inputs to match underwriting expectations. Centralized deal rooms keep documents organized for all parties.

The result: Bridge maintains higher closing rates for deals reaching term sheet compared to industry averages where roughly half of term sheets never fund.

Hospitality Financing: Closing Deals in a Tightening Market

Hotel financing in 2025 presented a particular challenge. According to data reported by NewGen Advisory, hotel CMBS loan volume dropped nearly 70% year-over-year in June 2025, from $2.9 billion to $0.9 billion. Only 14 hotel loans closed that month, compared to 45 the prior year. Mortgage rates for hospitality assets hovered around 6.5% or higher, and lender scrutiny during underwriting increased.

In this environment, preparation separates funded deals from stalled ones. Bridge's hospitality-focused execution model addresses the coordination problem that kills hotel transactions. A typical hotel acquisition or renovation involves a senior lender, appraiser, environmental consultant, title company, franchise brand, and seller, sometimes with a CDC for SBA 504 deals. Bridge acts as the central hub, keeping all parties aligned and moving toward closing.

What this looks like in practice

Bridge has funded over $50 million across commercial lending case studies that include SBA 504 acquisitions, CMBS refinances, and working capital facilities for hotel operators. Specific outcomes include:

• A $12 million SBA 504 loan for a hotel acquisition, coordinated through Bridge's deal room with documentation preparation and lender matching

• A $5.3 million hospitality financing package assembled through Bridge's network of 150+ banks and private funds

• Multiple working capital facilities for seasonal hospitality operators managing cash flow gaps between peak and off-peak periods

Bridge also partners with hotel brands directly. In 2025, Red Roof selected Bridge as its financing partner based on Bridge's track record: over $250 million in hospitality financing facilitated and more than $100 million in active underwriting. Existing partnerships with AAHOA, Hilton, Choice Hotels, and Hyatt Hotels give Bridge direct insight into franchise-specific requirements, PIP timelines, and brand approval processes.

For first-time hotel buyers facing the "experience gap," Bridge provides specific guidance on structuring deals without prior hospitality ownership, pairing documentation tools with lender introductions that match the borrower's actual profile rather than an idealized one.

CPG Brands: Funding Production Before Retailers Pay

For consumer packaged goods brands supplying Walmart, Sam's Club, and other national retailers, the financing challenge is different but equally urgent. A confirmed purchase order is a growth signal, not cash in the bank. Brands must pay co-packers 30 to 50% upfront to secure production, yet retailers typically pay on Net 60 to 120 day terms, according to Bridge's analysis of retailer payment data.

That timing gap forces a decision: use operating cash or equity proceeds to fund production, or find a capital structure that preserves those resources for growth.

Bridge is a direct lender for Walmart-focused purchase order financing, funding up to 100% of COGS on approved transactions. The program was developed in partnership with Walmart and is built around retailer purchase order cycles, payment terms, and compliance expectations. Bridge also supports Sam's Club suppliers through the same program structure.

Real outcomes for growing brands

Bridge's CPG financing has produced specific results:

• A grower, packer, and shipper used purchase order financing to fulfill large retail contracts without depleting operating cash

• A multi-product supplier secured equipment financing and working capital to scale production operations

• A mid-stage startup used Bridge's platform to access multiple term sheets, with founder Adam Perella of Charrinovations noting: "We were impressed with several lenders in the process. We got at least 3 term sheets that we were happy with. Bridge simplified the process for our mid-stage start-up to access capital."

As Winning with Walmart reported, Bridge was co-founded by two former Citibank executives and is backed by Citi Ventures, U.S. Bank, and Fifth Third. The firm has secured over $1 billion in financing for brands supported by Walmart and other major retailers. The Winning with Walmart analysis noted that Bridge's position is that "the financing conversation belongs in the preparation phase, before the application deadline, not in the scramble after a purchase order arrives."

For CFOs and finance leads evaluating capital allocation, the comparison is not just PO financing versus an existing ABL line. It is PO financing versus the next available dollar of capital. For growing brands, that next dollar is often equity cash or operating liquidity that could be better used for sales, marketing, or hiring.

What Bridge's Execution Model Looks Like Step by Step

Bridge's process moves from request to funded capital through a defined sequence. Here is what borrowers experience:

1. Submit one financing request (approximately 10 minutes). Bridge's platform collects project details and financial information through a single structured intake.

2. AI matching identifies aligned lenders. Bridge's proprietary algorithms analyze borrower details against lender criteria to identify matches from a network of 150+ banks, credit unions, and private debt funds.

3. Generate lender-ready documentation. The AI-powered offering memorandum generator and pro forma builder create standardized packages that meet underwriting expectations. For hospitality deals, templates are pre-built for hotel assets with fields for RevPAR, ADR, seasonality, and PIP requirements.

4. Receive comparable term sheets. Borrowers typically receive competitive term sheets within 48 hours for most products. Purchase order financing terms arrive within 24 hours.

5. Compare offers side by side. Bridge normalizes fees, rates, and structures across term sheets so borrowers can make direct comparisons rather than decoding different quoting conventions.

6. Bridge coordinates through closing. The team manages lender consent, third-party reports, document collection, and milestone tracking through a centralized deal room. Bridge stays accountable through funded capital.

This process differs from lead-generation platforms in one fundamental way: Bridge does not exit after the introduction. The team coordinates diligence, manages lender communication, and drives the deal to closing.

What Borrowers Say About the Experience

The pattern across Bridge borrower feedback is consistent: the platform reduces friction in a process that traditionally creates it.

Olivia N., CEO of LIVWELL, described the coordination: "Bridge was hugely instrumental in us finding the right lender and making sure we closed on time. Bridge has a broad and extensive knowledge of all funding options, connecting us to the right lenders, and helping us qualify and choose the best option for our business."

Sreekanth Y., CEO of SGM, spoke to the growth outcome: "Bridge ended up being a miracle for my business. We easily compared options and will use the loan to grow from 11 to 50+ employees."

Dr. Lisa W., CEO of World of EPI, highlighted the relationship: "Bridge went above and beyond to make sure our customer relationship is pristine with listening, insights and most importantly, action."

Patrick A., CEO of Fitpal, addressed the common pain point directly: "Before using Bridge, the process of looking for a loan to expand my business was a long and tedious process."

These testimonials come from Bridge's platform and reflect outcomes across CPG, hospitality, and working capital financing. They point to a shared experience: less time managing the financing process, more time running the business.

How to Evaluate a Financing Partner Before You Commit

Not every platform that calls itself a marketplace operates the same way. Use this checklist to evaluate whether a financing partner is built for execution or just introductions:

• Post-introduction accountability. Does the platform stay involved after matching you with lenders, or does it exit? Ask what happens between term sheet and closing.

• Documentation support. Does the platform provide tools to package your deal (pro forma builders, OM generators, deal rooms), or does it leave packaging to you?

• Lender vetting. Are lenders in the network vetted for capital reserves, closing track records, and active funding mandates? Or can any lender participate?

• Sector expertise. Does the platform understand your industry's metrics? For hospitality: RevPAR (revenue per available room), ADR (average daily rate), PIP requirements. For CPG: retailer payment terms, production timelines, OTIF (on time, in full) compliance.

• Term sheet comparability. Does the platform normalize offers so you can compare costs directly, or do you receive raw term sheets in different formats?

• Timeline management. Does the platform coordinate milestones, third-party reports, and lender communication, or is that your responsibility?

• Dual-channel access. Can the platform both connect you to marketplace lenders and provide direct capital when speed or structure requires it?

Bridge meets all seven criteria. We manage deals end-to-end with specialized sector expertise, dual-channel lending that combines marketplace access with direct capital, and tools that package your deal before it reaches a lender.

Your Next Step

Whether you need hotel acquisition financing, purchase order funding for a Walmart order, or working capital to manage growth, Bridge manages the process from your first request to funded capital. One submission accesses 150+ lenders. Comparable term sheets arrive within 48 hours. We stay involved through closing.

Request financing to start the process, or contact our team for guidance on building your lender-ready package.

FAQs

How is Bridge different from a traditional loan broker?

• Bridge manages the financing process from request to funded capital, coordinating documentation, lender communication, and closing logistics. Traditional brokers typically exit after making introductions, leaving borrowers to manage diligence and coordination independently.

What types of financing does Bridge offer?

• Bridge connects borrowers to 150+ banks and private funds for commercial real estate, SBA 504/7a, CMBS, and working capital structures. For Walmart and Sam's Club suppliers, Bridge is also a direct lender for purchase order financing, funding up to 100% of COGS on approved transactions.

How fast can I get a term sheet through Bridge?

• Borrowers typically receive competitive term sheets within 48 hours for most financing products. Purchase order financing moves faster, with terms usually issued within 24 hours to meet production deadlines.

Does Bridge work with first-time borrowers?

• Yes. Bridge provides documentation tools, pro forma builders, and guided deal preparation specifically designed to help first-time borrowers become lender-ready. The platform pairs documentation support with lender introductions matched to the borrower's actual profile.

What industries does Bridge specialize in?

• Bridge specializes in hospitality (hotel acquisitions, renovations, construction, PIPs), CPG and retail supply chains (purchase order financing, inventory financing, working capital), and franchise operations. Lenders in Bridge's network understand industry-specific metrics like RevPAR, ADR, OTIF compliance, and retailer payment terms.