Funds Finder, the city’s online marketplace connecting small business owners to responsible lenders, just celebrated its one-year anniversary and nearly $1 million in loans, mostly to women and minority entrepreneurs.
One of those recipients was longtime Bronx resident George Williams, founder of Digitoral Media Productions, LLC, who used the marketplace to secure a $6,500 loan — just enough to upgrade the cameras and other equipment he uses to shoot documentary stories, often with Bronx subjects.
The name of Williams’ business — a blend of “digital” and “oral” — combines ancient storytelling traditions with new technology. Currently, Williams is shooting a project by Bronx director Hercules Bradley that traces hip-hop history via the Lambert Houses in the West Farms neighborhood. He also shoots the Bronx Music Podcast for host Gary Axelbank, which records live at The Artist cafe on City Island.
For Williams and other small business owners, finding loans they can afford to repay isn’t easy. Between predatory lending and high credit card interest rates, they can quickly fall into insurmountable debt.
But Funds Finder has vetted lenders who consult one-on-one with entrepreneurs to find reasonable loans and agree on terms that work within the borrower’s budget, according to Dynishal Gross, NYC Commissioner of Small Business Services. This type of protection is sorely needed, she said.
“There are lots of ways business owners can access capital, and not all of that is good for them,” Gross said.
Williams agreed, saying the loan he got via Funds Finder had an interest rate of less than 10% — much more reasonable than his credit cards, which charge up to 30%. He closed on the $6,500 loan about six months ago and combined it with some savings to buy a studio-quality Sony FX camera and upgrade his audio equipment.

Williams said he has always been interested in digital tech and worked on developing early email systems for major companies starting in the late 1980s. Over time, as video became the prominent means of communication and YouTube exploded in popularity, he began exploring new ways of telling stories.
Williams said he especially loves hearing from older people with rich life experiences. “It’s just captivating to listen,” he said. As for his current project on Bronx hip-hop history, “It’s education for me, as well as work.”
Because he still has a regular job, Williams said he takes on only a select few projects with Digitoral Media Productions. He also does little marketing, often meeting people organically and through referrals.
“It’s not a large volume, but it’s really rewarding work,” he said.
But beyond having newer and better technology with the help of the loan, Williams’ training and practice in the art of storytelling is really what drives his growing business, he said.
“It’s not just grabbing a camera,” said Williams. Storytelling is “a skill that will always be needed.”
Funds Finder could help many more New Yorkers who want to expand their side passion into a profitable business. One in three current NYC small businesses started sometime during the administration of Mayor Eric Adams, as emerging from the pandemic “emboldened” many people to pursue their entrepreneurial dreams, said Gross.
After its first year, Funds Finder has 4,000 users, 750 of whom have scheduled appointments for one-on-one financial counseling, according to Gross. For more information, see https://nycfundsfinder.nextstreet.com/.
Reach Emily Swanson at eswanson@schnepsmedia.com or (646) 717-0015. For more coverage, follow us on Twitter, Facebook and Instagram @bronxtimes