In May 2025, Rosenthal & Rosenthal announced that the company, the leading private commercial finance firm in the United States, would now be doing business as Rosenthal Capital Group (RCG). Along with the name change, the 87-year-old company unveiled a new website (rosenthalcapitalgroup.com), refreshed its branding and relocated its long-time headquarters to 300 Park Ave. in Midtown Manhattan. Both the move and the launch of the new brand mark an important milestone in the company’s history, as the third and fourth generations of Rosenthal family leadership continue their work, evolving the firm to keep pace with an ever-changing global marketplace.
The company has grown considerably since it was started in 1938, especially over the past decade, significantly expanding its product offerings and geographic reach. Historically known as a factor, and still the largest privately held factor in the United States, today RCG now also attracts clients for its asset-based lending and purchase order financing offerings. Both products have become increasingly popular among growing companies in recent years as a result of an uptick in tariffs, as well as a shift in direct-to-consumer companies selling on multiple platforms and moving more toward omnichannel models.
“Just like the market, we are constantly evolving and finding new ways to help our clients stay competitive and grow their businesses,” said Peter Rosenthal, co-president at RCG. “In recent years, we have expanded our product offerings, so we are able to offer clients a full spectrum of flexible and oftentimes complementary alternative financing solutions, including asset-based lending, purchase order financing and, most recently, equipment financing.”
As a result of dramatic growth in the private credit market in the U.S. over the past few years, alternative lending solutions like the ones RCG offers have taken on new importance. With traditional banks becoming even more stringent in their lending practices and tightening their parameters, nonbank lenders have taken advantage of the opportunity to fill the void. At a time when the economy fluctuates from shaky at best to volatile at worst, business owners have been on the lookout for lending solutions that are more tailored, as well as a lending process that is more efficient and flexible. Clients that are being turned away by traditional banks—or, worse, kicked out of them—are still in need of non-dilutive funding. In this environment, alternative lending solutions like asset-based lending can be a great option to support businesses that find themselves in turnaround or those who are bouncing back from tough situations. Alternative lending solutions can be equally beneficial for growing businesses as well, as they are a way to unlock more liquidity without putting a strain on operations. Given that banks are expected to continue to operate in a more restrictive environment in the months ahead, the flexibility that alternative lending offers businesses is becoming increasingly more appealing, so clients can better manage cash flow, fuel growth, make strategic acquisitions or deal with the impacts of periodic market volatility.
“More and more, we’re seeing clients gravitating away from traditional banks—in some cases, even being pushed away—and seeking out more accommodating alternative financing options,” said Paul Schuldiner, chief lending officer at RCG. “Some banks are scrambling to compete, while others are finding ways to collaborate and partner with alternative lenders to help clients secure additional financing that complements existing funding already in place.”
None of this is new to RCG. Rosenthal & Rosenthal was founded in 1938 by Imre Rosenthal, the grandfather to the current family leadership team. Imre’s father, Andor, already a successful businessman at the time, opened a line of credit with a bank to help his son jumpstart the business. Now, 87 years later, the firm is still privately owned and led by the third and fourth generations of the Rosenthal family—Peter Rosenthal and Ken Kleiner, co-presidents; Cassie Rosenthal, chief marketing officer; Chris Sanjenis, chief administrative officer; and Carson Kleiner, vice president, business development, who represents the fourth generation and has been with the company for five years. Over the years, the firm has expanded the nonfamily leadership team with strong and seasoned industry veterans, including Schuldiner, RCG’s first-ever chief lending officer.
“When we started to plan our move to 300 Park Avenue, we realized it was an ideal time to also look at all aspects of our brand with fresh eyes,” said Cassie Rosenthal. “I wanted to make sure all aspects of the rebranding matched the look and feel of the new space and vice versa. The goal was to have a consistent look and feel that was modern, clean, welcoming and elegant.” And the firm did just that. Over the past year, Cassie Rosenthal’s team underwent various rounds of copy and design iterations, abandoning the longer copy from the past to find more efficient messaging that captured the essence of what RCG does in a way that was accessible and easy to understand, especially for those exploring debt options for the first time. The goal was to simplify RCG’s offerings and the way the company was communicating its services and products to clients and prospective clients.
The global financial market and the world look very different today than they did when Rosenthal & Rosenthal first began. Because of that, it was important for the brand to reflect the current generation’s vision and approach to the business. The leadership is excited to reintroduce RCG to clients, referral partners, industry colleagues and prospective clients, whether they’ve known the company for decades or are new to learning about the firm.
The clients RCG serves today have incredibly unique needs and bold visions for the future, and many will face new challenges ahead. To keep pace with the evolving marketplace, RCG has expanded its product offerings and geographic footprint—which now includes offices in New York, Los Angeles, Chicago, Atlanta and High Point, North Carolina—through strategic acquisitions and new product and services offerings. Most recently, in October 2024, RCG acquired the U.S. equipment leasing division of Accord Financial Corp., a Toronto-based commercial finance company. As part of the transaction, RCG acquired Accord’s existing leases and expanded its growing Midwest presence with a seasoned team and a new office location in Chicago. Through its new equipment financing division, RCG now serves a wide range of industries, including manufacturing, distribution and logistics, mining and forestry, food and beverage, pharmaceuticals and healthcare, technology and telecommunications.
Cassie Rosenthal says that the firm is more committed than ever to its clients, partners and team. RCG’s mission remains the same: to be the go-to leading alternative lender in the United States by consistently providing quality service and financial solutions and structure that position clients for success. The company’s goal is to be as nimble as possible and to pivot when clients need it. While debt has at times been a dirty word in some entrepreneurial circles, many brands and business owners are now viewing alternative debt solutions as a true complementary partner on the balance sheet. Not all alternative lenders are created equal, however, and finding the right lender that is nimble and able to creatively structure a deal is critical for both established and growing businesses. When disruptions and economic uncertainties rattle the markets, alternative debt solutions should be one of the first things businesses—especially high-growth brands—look to when seeking working capital to maintain their day-to-day operations and support future growth.
“Our legacy means so much to me and to my family, and we’re optimistic about the future, despite the many curveballs we’ve been dealt as entrepreneurs,” said Cassie Rosenthal. “We’ve been a trusted partner to so many for nearly 90 years and have endured every imaginable market condition and challenge. We’ve always helped our clients weather difficult periods, so they can continue to thrive and grow their businesses, just as we have.”
