ApplePie Capital Review

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Phone Number
Date Established
San Francisco, CA


  • Suited for franchises
  • Relaxed borrower qualifications
  • Competitive terms and fees
  • Excellent customer support


  • Unsuited for non-franchise businesses
  • Potentially long application process


Taking its name from CEO and co-founder Denise Thomas’s famous dessert, ApplePie Capital is an online lender that specializes in franchise financing. I’m normally more of a donut person myself, but I have to admit: a slice of ApplePie Capital looks pretty tempting.

Founded in 2014, ApplePie Capital is one of the first online lenders to offer franchise financing. Statistically, entrepreneurs seeking financing to start or improve a franchise have an easier time getting a bank or SBA loan than other business owners; however, ApplePie Capital one-ups those institutions by speeding up the application process and offering specialized financial help to franchisees.

Prior to early 2017, this lender only offered fixed-term installment loans. However, recently the company acquired Funding Solutions, LLC, another franchise funder. As a result of the acquisition, ApplePie Capital offers SBA loans, equipment loans, and conventional loans in addition to their original “core” loan.

Along with their funding partners, ApplePie currently has partnerships with 42 franchises including big names like 7 Eleven, Dunkin’ Donuts, Jimmy John’s Pizza, and Wetzel’s Pretzels. Financing is available for other brands as well, though the finance process might take longer. The funds can be used for every reason from starting your first franchise to multi-unit rollouts and remodeling.

Thanks to low interest rates, ease of application, and a generally positive online presence, ApplePie Capital is worth investigating for any entrepreneur who works with a qualified franchise.

Interested in learning more? Read on the details!

Services Offered

ApplePie Capital offers these financial products:

  • Core loans
  • SBA loans
  • Conventional loans
  • Equipment loans

This company generally works with franchisees. If you are not a franchisee, or are not interested in becoming a franchisee, you’ll want to check out other funding options.

Borrower Qualifications

Again, ApplePie works with franchisees. Although underwriting considers qualities about yourself and your specific business (such as personal credit and, if you already run a franchise, time in business and revenue), approval is largely based on the franchise brand.

This lender currently has partnerships with over 42 different franchisors, but they will fund other brands as well.

Terms & Fees

ApplePie Capital offers four types of loans: their standard “core loans,” SBA loans, conventional loans, and equipment loans.

ApplePie Capital Core Loan

These are the terms and fees for ApplePie Capital’s core loans:

Borrowing amount:$100K+
Term length:3 – 7 years
Interest rate:7.75% – 12%
Origination fee:4.5% origination fee
0.5% processing fee
APR:Approx. 9% – 16%
Collateral:UCC-1 blanket lien
Personal guarantee

ApplePie Capital offers traditional fixed-term installment loans with a maximum term length of seven years. According to the website, these loans can be used for most franchise needs, including:

  • Purchasing a new unit
  • Purchasing an existing unit
  • Multi-unit rollouts
  • Recapitalization
  • Remodeling
  • Refinancing

To make purchasing new units easier, this lender offers a six-month interest-only grace period. Should you choose to repay your loan early, ApplePie does not charge a prepayment penalty for loans under $1M.

SBA, Conventional, & Equipment Loans

In addition to their core loan, ApplePie Capital offers SBA loans, conventional loans, and equipment financing. These loans may have different interest rates, fees, and uses than ApplePie’s main offering. For example, the equipment loan starts at a borrowing amount of $15K, and the SBA loan has a maximum term length of 10 years.

Application Process

You can apply to ApplePie online via the company website.

To begin, you must fill out a form on the website that includes basic information about yourself, your business, your franchise partner, and the type of financing you’re interested in. ApplePie should get back to you within two days to let you know if you have been approved to continue the process, tell you about their services, and answer questions that you might have.

If you have been approved, a representative from ApplePie Capital will help you with the next steps. In general, you’ll have to provide business and financial documentation for underwriting. The specific information you must provide will vary depending on the loan product you’re applying for.

Likewise, the time from application to funding will vary by product. For the core loan, funding typically takes about 30 days from application; however, the other products may take longer or shorter to fund.

Sales & Advertising Transparency

You should have a pretty good idea of the services that ApplePie Capital offers and the types of businesses they work with before applying for a loan. However, the website is sparse regarding specific details, such as the terms, rates, and fees for their loan products.

Customer Service & Technical Support

Customer service is available by phone and email.

Reviewers on ApplePie Capital’s testimonial page claim that customer service is easy to get a hold of, responsive, and willing to answer questions. While my experiences were similar, there are currently no outside reviews that address customer service.

Negative Reviews & Complaints

This lender is accredited by the Better Business Bureau, with no current complaints or negative experiences logged. The company has a few reviews elsewhere on the web, though none are negative.

Positive Reviews & Testimonials

Since its launch, ApplePie has been covered by many mainstream media outlets, including American Banker, Nation’s Restaurant News, the Wall Street Journal, Business Insider, and Franchise Times. Additionally, the lender has a number of customer testimonials on their website.

ApplePie has attracted a lot of attention for improving and streamlining the process of getting franchise financing. In particular, here’s what people like about the service:

  • Fast application and funding process
  • Improved chances of being approved
  • Transparent and informative service
  • Specialize in franchise financing

However, aside from testimonials on their website, there are very few customer reviews of ApplePie Capital online. Interested in contributing to the conversation? Tell us about your ApplePie Capital experience in the comments!

Final Verdict

ApplePie Capital is worth investigating if you’re a franchisee. Although you may be able to get financing from other lenders, franchisees may benefit from working with a funder who understands the unique circumstances and needs of the franchise industry.

Although ApplePie Capital is not the only funder that works with franchisees, there’s a lot to like about the service: they offer loan products which are helpful for many situations, you have a solid chance of getting funding at any stage of your operation, and the application process is fast and painless.

Businesses with the time and inclination may want to get some additional quotes before settling on ApplePie Capital or another lender, but ApplePie is certainly a funder to consider when searching for franchise financing.

Bianca Crouse

Bianca Crouse

Bianca is a writer from the Pacific Northwest. As a product of the digital age, she likes absorbing large amounts of information and figures she might as well pass it on. When not staring at a screen, she is probably foraging for food outside, playing board games, or harassing somebody with theories about that movie she just watched.
Bianca Crouse
Bianca Crouse

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