“…Researchers also investigate if equity can help balance the stress of microfinance organizations, notably private equity (Ashta & Hudon, 2012; Hannam & Cheng, 2012), public equity (Daher & Saout, 2017), and microequity that could be both offline (Estapé‐Dubreuil, Ashta, & Hédou, 2012) or online (Kim & Moor, 2017). Online crowdequity is a segment of the broader area of crowdfunding, which itself is a way of financing entrepreneurs directly (Royal & Windsor, 2014) or indirectly through brick‐and‐mortar institutions such as Kiva in the US or Rangde in India (Ashta, Assadi, & Marakkath, 2015). These direct lending online platforms focus a lot on trust issues, moderated by relationship proximity and expertise of their stakehoders (Attuel‐Mendès, Caseau, & Bonescu, 2017).…”