Love Finance
Love Finance (trading as Lovey) is a Birmingham-based, FCA-authorised UK online lender and credit broker that provides unsecured SME loans up to £750,000, aggregating offers from 50+ funders alongside its own balance-sheet lending.
- Company typePrivate
- Founded2016
- HeadquartersBirmingham, United Kingdom
- Headcount51–100
- GTM typeB2B
- OfferingServices
What Love Finance does
Love Finance Limited (trading as Lovey) is a Birmingham-based, FCA-authorised (registration 723310) SME lender and credit broker operating exclusively in the United Kingdom. The company serves UK small and medium enterprises — including owner-managed businesses, independent retailers, and micro/solo operators — offering unsecured business loans up to £750,000, alongside VAT loans, fast business loans, merchant cash advances, and short-term loans, with terms ranging from 12 to 72 months and indicative rates from 6.9% APR. Its core technology is a cloud-based lending and brokerage platform that aggregates a panel of 50+ third-party funders alongside Lovey's own balance-sheet lending, supported by an online application dashboard (platform.lovey.com), soft-search eligibility checks, and an iwoca API integration for real-time business verification.
The business operates a dual revenue model: broker commissions on third-party-funded loans (transaction-fee take rates disclosed before customer proceeds) and net interest spread on loans originated and held on its own book. The company reports cumulative lending of £300–500m+ to 10,000+ UK businesses since its 2016 founding, and secured its first external capital — a £45 million debt financing from Paragon Bank and LGB Capital Markets — in October 2025 to expand direct-lending capacity. Distribution is fully self-serve digital via lovey.com and platform.lovey.com, with no physical branch presence; marketing relies on content/SEO, organic social, Trustpilot reputation (4.9/5, #1 rated SME lender in Non-bank financial service), and PR-driven recognition including The Sunday Times 100 (#31 in 2026), FT EU Fast Growing Companies 2026, and Sunday Times Best Places to Work 2026.
Leadership was materially upgraded in late 2025 and early 2026 with the appointments of an ex-Monzo Credit Risk Director as Head of Credit and Risk (November 2025) and Mario Husha as CTO (March 2026), alongside the rebranding from Love Finance to Lovey in March 2026. Headcount sits in the 51–100 range. The company is privately held with no disclosed institutional equity investors prior to the 2025 debt facility, and operates from a single headquarters in Birmingham.
Love Finance firmographics
Firmographics- Name
- Love Finance
- Legal name
- Love Finance Limited
- Website
- https://lovefinance.co.uk
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Love Finance (trading as Lovey) is a Birmingham-based, FCA-authorised UK online lender and credit broker that provides unsecured SME loans up to £750,000, aggregating offers from 50+ funders alongside its own balance-sheet lending.
- Ownership category
- akta.pro rank
Love Finance industry classification
Industry- Product category
- SME Business Lending
- NAICS
- Mortgage and Nonmortgage Loan Brokers (52231), Mortgage and Nonmortgage Loan Brokers (522310), Sales Financing (522220)
- SIC
- Loan Brokers (6163), Short-Term Business Credit Institutions (6153)
- akta.pro primary industry
- Short-Term Credit Broking & Lead Generation (FSAKAMAN)
- akta.pro secondary industries
- Merchant Cash Advance (MCA) & Revenue-Based Financing (FSAKAGAD), Cash Advance (Online & Storefront) (FSAKAMAC), Working Capital Solutions (dynamic discounting, supply-chain payables/receivables) (FSABAIAJ)
Keywords
Where Love Finance is headquartered
LocationHeadquarters
- HQ city
- Birmingham
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Love Finance business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure, Supply Chain
Revenue model
- Credit broker commissions: Lovey acts as a credit broker sourcing finance from a panel of lenders and earns commissions that vary by lender, product, and permissible factors. Commission models are disclosed before the customer proceeds.
- Direct lending spread: Lends directly from its own loan book, generating interest income on originated loans. Secured £45m debt financing to expand direct lending capacity.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Monthly | Unsecured SME loans from 12 to 72 months, up to £750,000 |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
Love Finance product offering
Product offeringCore offering
Love Finance (trading as Lovey) provides unsecured business loans and credit-broking services to UK small and medium-sized enterprises, lending up to £750,000 over 12–72 months through both its own balance sheet and a panel of 50+ partner funders. Customers access the offering through a self-serve online platform that completes a soft credit check, compares offers, and can fund approved loans in as little as 4 hours. The product suite spans small business loans, VAT loans, fast business loans, unsecured loans, merchant cash advances, and short-term loans.
Product overview
Love Finance (trading as Lovey) is a Birmingham-based SME lender and broker operating as a unified lending platform with multiple loan products and a technology-enabled application system. The product portfolio includes small business loans, VAT loans, fast business loans, unsecured business loans, merchant cash advances, and short-term business loans - all capped at £750,000 unsecured. The company pairs its own lending book with access to 50+ third-party lenders through its broker platform, using a digital dashboard and loan calculator as the primary customer-facing technology interface. The platform supports the full loan lifecycle from enquiry (60 seconds) through approval and funding (as little as 4 hours), with soft-search eligibility checks that preserve credit scores.
Differentiator
Problem solved
Functional benefit
Products and services
- Small Business Loans Flexible loans designed to help small UK businesses grow, with the ability to borrow up to £750,000 unsecured. Targeted at owner-managed businesses and growing SMEs.
- VAT Loans Loan product enabling UK businesses to spread VAT bills across 3 months to maintain healthy cash flow without disrupting operations. Designed for SMEs managing VAT liabilities.
- Fast Business Loans Quick funding product for UK businesses, with enquiry completed in seconds and payment received in as little as 4 hours. Designed for SMEs needing urgent access to capital.
- Unsecured Business Loans Business loans up to £750,000 that require no collateral, providing quick and easy access to capital for UK SMEs that lack security for traditional lending.
- Merchant Cash Advance Funding product based on a business's future card sales, with repayments that adjust dynamically with revenue. Targeted at UK SMEs with consistent card takings needing flexible repayment terms.
- Short-Term Business Loans Fast funds for immediate UK business needs, structured over 3 to 12 months. Designed for SMEs requiring short-tenor finance for working capital or urgent expenses.
Quantifiable outcome
- Enquiry in 60 seconds, approval and funding in as little as 4 hours
- +3 more outcomes
Companies that use Love Finance
Customer profileNamed customers3 records
Segments2 records
Ideal customer profiles2 records
Love Finance technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability2 records
Feature3 records
Love Finance partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- iwocacoreLovey integrated iwoca's API into its platform to enable real-time business eligibility verification, improving access to finance for small businesses across the UK. The collaboration enables faster and more efficient lending decisions by leveraging iwoca's verification technology.
Scale indicators7 records
Recent moves4 records
Expansion highlights6 records
Love Finance competitors and assessment
Company assessmentBroad incumbents
- OakNorth Bank: Established UK challenger bank specialising in SME and mid-market lending. A larger, broader competitor operating in the UK SME credit space with a deposit-funded balance sheet and broader product suite.
- Allica Bank: UK challenger bank focused on SME lending and business banking. Operates in an overlapping customer segment with broader banking capabilities (deposits, current accounts) that surround the SME credit proposition Lovey offers.
Direct peers
- MarketFinance: UK-based online business lender providing invoice finance, business loans and lines of credit to SMEs. Operates both as a direct lender and through broker-style origination, with a similar digital self-serve platform approach.
- iwoca: UK-based SME lender providing short-term unsecured business loans up to £500k with a digital, fast-decisioning platform. Both a direct competitor in the same SME lending niche and a technology partner of Lovey via API integration.
- Nucleus Commercial Finance: UK-based commercial finance broker and lender providing business loans, asset finance, and invoice finance to SMEs. Comparable hybrid broker-direct business model serving UK small businesses.
- Capify: UK and US provider of merchant cash advance and small business loans, focusing on fast funding for SMEs. Comparable merchant cash advance product offering and overlapping customer base with Lovey's MCA product.
- 365 Finance: UK specialist business lender focused on short-term unsecured loans to SMEs, including merchant cash advance. Direct overlap with Lovey's short-term and MCA products and UK SME target market.
- Funding Circle: UK-listed SME lending platform originating unsecured and secured loans to small businesses, with a broker-style marketplace model. Directly comparable to Lovey's hybrid broker-direct SME lending approach in the same UK customer segment.
- Liberis: Embedded finance platform offering revenue-based financing and merchant cash advances to SMEs globally, with strong UK presence. Comparable in product mix (MCA/RBF) and target SME borrower segment.
Emerging players
- Funding Xchange: UK fintech operating an embedded SME lending platform that aggregates multiple funders via API. Comparable in the technology-led lending aggregation model and target SME market, but with a more B2B/embedded distribution focus.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Love Finance social profiles
Digital presenceLove Finance compliance and trust
Trust signalCompliance2 records
Love Finance financial estimates
Financial estimateRevenue estimate
Valuation estimate
Love Finance leadership team
Management profileNumber of profiles
Profiles3 records
Love Finance funding detail
Funding detailFunding overview
Funding rounds1 record
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Love Finance M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Love Finance
What does Love Finance do?
Love Finance (trading as Lovey) provides unsecured business loans and credit-broking services to UK small and medium-sized enterprises, lending up to £750,000 over 12–72 months through both its own balance sheet and a panel of 50+ partner funders. Customers access the offering through a self-serve online platform that completes a soft credit check, compares offers, and can fund approved loans in as little as 4 hours. The product suite spans small business loans, VAT loans, fast business loans, unsecured loans, merchant cash advances, and short-term loans.
Is Love Finance a public or private company?
Love Finance is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Love Finance founded?
Love Finance was founded in 2016. It employs 51 to 100 people.
Where is Love Finance based?
Love Finance is headquartered in Birmingham, United Kingdom, in the Europe region.
How does Love Finance make money?
Two revenue lines are on record. Credit broker commissions are the primary driver. The others are direct lending spread.
Who are Love Finance's main competitors?
Broad incumbents on record are OakNorth Bank and Allica Bank. Direct peers are MarketFinance, iwoca, Nucleus Commercial Finance, Capify, 365 Finance, Funding Circle and Liberis. Funding Xchange is listed as an emerging player.
Does Love Finance have an API?
No public API is recorded for Love Finance.
What industry is Love Finance in?
Love Finance's product category is SME Business Lending. Its primary akta.pro industry code is FSAKAMAN, Short-Term Credit Broking & Lead Generation, with a secondary code of FSAKAGAD, Merchant Cash Advance (MCA) & Revenue-Based Financing. Its NAICS code is 52231 and its SIC code is 6163.