Private finance is necessary to scale forest and landscape restoration to deliver global commitments, yet finance levels remain insufficient. To understand why funding remains low despite growing interest, we conduct semi-structured interviews with financial actors and restoration finance practitioners to examine what incentives and barriers corporations and asset managers experience in financing restoration, and what type of restoration projects and regions different finance actors are likely to fund. Next, we assess how current financial barriers might be overcome. We find that there are market incentives for corporate entities to finance restoration for carbon drawdown, sustainable branding, and to promote sustainability in supply chains. Conversely, asset managers face strong barriers as projects are deemed high risk and with low prospects for sufficient return on investments. Through enhanced markets for restoration benefits, complementary public policies, and financial instruments, private finance for restoration can be scaled for a wider variety of restoration projects.