a viable option for suitable companies including many start-ups and incipient not-for-profit businesses .” Bryan Zhang is a co-author of Moving Mainstream : The European Alternative Finance Benchmarking Report recently issued by the Centre and professional services firm EY *. The report includes input from 14 key national and regional industry associations as well as 255 leading platforms in Europe , capturing an estimated 85 to 90 percent of Europe ’ s online platform based alternative finance market . While previous studies have charted alternative finance in the UK , this report is the first to cover other European countries in detail .
The European online alternative
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