Crowdlending is participation in peer-to-peer financing that allows individuals to directly finance projects or companies by means of interest-bearing loans. Crowdfunding appeared at the start of the 2010s, and developed quickly via internet platforms. In 2017, it represented more than 190 million Euros of loans to companies in France. However, developing a crowdlending platform has not always been easy; this is why researchers have asked which strategies an entrepreneur could implement to develop an innovative business model for the existing parties, banks, and for their future competitors: other platforms in the sector.