Once a niche alternative to traditional bank loans, direct lending has grown into a $1.5 trillion market that is expected to reach nearly $2 trillion by the end of the decade.
Growth has led to maturity and the emergence of distinct market segments across lower middle market (LMM), core middle market (CMM) and large cap (LC). Managers who can operate across all three segments will define the next phase of direct lending’s evolution.
Direct lending is best understood as a continuum spanning LMM, CMM and LC. Together these segments represent primarily nonbank, floating-rate term loans to single B-rated corporations across diverse industries. All three share defensive qualities: loans are generally in a first lien position with secondary sources of repayment, and have inflation-hedging characteristics from the floating rate nature of the loans.
Yet each segment demands unique competencies. In LMM, deals are often sponsor-backed, supporting buy-and-build strategies for companies with $5–25 million in EBITDA. These companies are resource-constrained, making disciplined underwriting and strong sponsor relationships essential. The competitive dynamics favor focused firms with deep expertise and credible workout capabilities. As direct lending has matured, many players have moved up-market, which leaves more favorable conditions for firms that remain committed to LMM.
CMM, encompassing companies with $25–75 million in EBITDA, is defined by the breadth of sourcing capability. While sponsor-backed deals remain active, the biggest opportunity lies in accessing the vast non-sponsored universe — companies not owned by private equity, often family- or founder-led, and traditionally bank-financed. Direct lenders with large origination networks and long-term relationships can generate deal flow away from auctions and PE-led processes. These transactions tend to mirror those typically proposed by regional banks with strong covenants, tight terms and modest leverage.
The LC segment, for companies with EBITDA above $75 million, emerged as an alternative to public syndicated loans and high yield markets. In this segment, managers must leverage scale and deep relationships with sponsors and advisors. They also need sector expertise, since fewer structural protections exist. The LC market today can provide enhanced execution, customization and speed, with illiquidity pricing premiums and structural enhancements that put it on equal footing with public markets.
Historically, firms specialized and built deep expertise in one market segment, with some seeking to transfer that knowledge to the next segment.
Few firms have developed and tailored capabilities across all segments. But the potential benefits of taking an approach that encompasses the continuum of direct lending are striking:
Building investment capabilities across all segments is challenging — and it’s becoming even more so.
Few managers can combine deep credit research, origination networks and strong sponsor relationships. Still fewer can present these capabilities as a unified platform that is able to dynamically allocate and nurture borrower relationships across the company lifecycle.
In a market where scale, flexibility and insight matter more than ever, we believe breadth is the ultimate edge.
CASE STUDY
Established in 1991, HH Global has grown into a global provider of marketing execution solutions with operations across 40 countries. PGIM began its partnership with HH Global in 2017, when the company was in the small-cap market segment. At that time, PGIM provided a financing solution to support a recapitalization and enable the company’s expansion.
As HH Global continued to scale, our relationship evolved alongside its growth. In 2020, PGIM transitioned the relationship to our middle-market direct lending team and co-led a $250 million senior secured credit facility to finance HH Global’s acquisition of Chicago-based Inner Workings Inc. This transaction marked a pivotal moment: HH Global became a truly global business and, earlier that year, welcomed private equity partners — shifting our relationship from non-sponsored to sponsored but maintaining a strong relationship with the founder.
Today, HH Global’s growth trajectory suggests its next financing need could fall within the large-cap direct lending segment or even public bond markets.
HH Global’s journey to become a global business illustrates how companies can progress through the segments of the direct lending market. PGIM’s broad platform has enabled us to move seamlessly with HH Global as its scale, complexity, and financing needs have evolved.
Executive Managing Director and Head of Alternatives