Our service level commitment
We assist borrowers in finding suitable funding based on their unique financial composition. Our ultimate goal: the issuance of a lender's Letter of Intent.
Our promise
Old-fashioned customer service
Customer service is at the core of how we conduct business. You will hear it from your very first call and in every communication throughout the funding process.
Follow-through
Good intentions are not enough. Phone calls are made when promised, deliverables are fulfilled when promised, and when obstacles appear, you are notified.
Ready for the unexpected
Not every funding process moves forward without a challenge. We are a seasoned team that knows how to dig deep and come up with solutions.
We listen until understood
The details of your story matter. You will know we heard you by what we communicate back, and we encourage questions until you feel confident.
We inspire confidence
Each member of your team was hand-picked for their reputation. With anything financial, you want to know you are in experienced hands.
The people behind the promise
Meet the team
FundingSense is a hand-picked group of professionals who source financing for franchise candidates and startups. Our aim is simple: the least cash injection with the best payback path for where you are today and where you want to go.
Naomi Pennino
Founder
Naomi created FundingSense at the urging of business coaches, franchise developers, and entrepreneurs who worked with her for years. Coming from a family of entrepreneurs, her earliest experiences were building and operating radio stations across Southern California and Nevada, followed by nearly twenty years at the forefront of technology sales.
In the financial industry, Naomi helped approximately 390 candidates through the pre-qualification process and on toward funding their dreams. Today she leads a hand-picked team that treats excellence as the minimum service level, with additional expertise in credit restoration and franchisor strategic business development.
“The world is your oyster. Go find your pearls.”
Chris Gardner, a favorite reminder around our office
Eric Farnell
Managing Director, Strategic Advisory
Eric helped build FundingSense from the ground up in 2016 and still consults on day-to-day operations. His focus is the work candidates feel most: understanding your financial story, matching you with the right lenders, and staying with the process until a clear path to funding is in hand.
Working primarily through trusted referrals, Eric has guided 200+ entrepreneurs through franchise and startup financing, from first consultation and financial review through SBA packaging, business-plan development, lender matchmaking, and coordination with loan officers nationwide. He is known for building practical, credit-ready packages that help strong candidates move from “interested” to bankable with fewer surprises.
Before FundingSense, Eric cut his teeth analyzing franchise financing options and supporting candidates as they assembled tax returns, personal financials, and lender-ready documentation. That same hands-on discipline still shapes how FundingSense works today: listen carefully, use the least cash injection that still makes sense, and keep you informed when obstacles appear.
“Sensible funding is not the biggest loan. It is the right structure for your life, your assets, and the business you want to own.”
Eric Farnell