Just my 2 cents...
I let my players START with a familiar if they wish to start with one. However, if they want to pick one up after the fact, it costs the 100g.
But then, if my players start with a strong backstory including mentors, family, trainers...I've let them start with gear on loan. (Not magic items, but things like a light warhorse, or masterwork weapon).
If they start with a background that is also strong but doesn't include those benefits, I'll throw them a bone or two at character creation.