In a move that may ramp up the competition for bankers trying to lend to franchisers, two former Goldman Sachs & Co. investment bankers have started a finance company to make and securitize loans to small businesses.

John R. Shrewsberry and Marc K. Furstein, who were vice presidents for Goldman Sachs until late last year, are running the new firm with partner William V. Trefethen. The company is based in New York and is called American Retail Capital Co.

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