Rapid growth, seasonal swings, restructurings. There are many reasons a company may seek financing from an asset-based lender (ABL) instead of a traditional bank. Regardless of the situation, borrowers want a lender who makes the process as painless as possible, delivers on promises, and stays patient during difficult times. This project began with a comprehensive messaging exercise to identify Siena’s core differentiators. The website positions the firm as an approachable and flexible financing partner with a long track record of helping companies overcome their challenges.