Firenze
Firenze is a UK fintech that provides Lombard lending infrastructure for wealth managers, advisers, and investment platforms, enabling investment-backed loans up to 50% LTV without moving custody. Founded in 2023 and headquartered in Manchester, it serves partners across firms representing nearly £200 billion in AUM.
- Company typePrivate
- Founded2023
- HeadquartersManchester, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Firenze does
Firenze Group Ltd is a UK-based fintech founded in 2023 and headquartered in Manchester that builds credit infrastructure for the wealth management industry. Its core product is a Lombard lending platform enabling wealth managers, financial advisers, and investment platforms to offer investment-backed loans to their clients — up to 50% loan-to-value against investment portfolios — without requiring clients to move custody of their assets or meet private-bank minimum thresholds. The platform operates a cross-custody architecture and runs an end-to-end workflow that supports 15-minute client applications, credit decisions within hours, and next-day cash delivery, with ongoing loan monitoring and servicing handled in-house. Firenze is FCA-registered (unique ID 1024068) under the Money Laundering Regulations and is in the process of applying for Article 60B authorisations to expand its regulated activity set.
The company's revenue model is hybrid: a usage-based interest spread on drawn loan amounts (clients pay interest only on what they actually draw, with flexible LTV up to 50%) layered with recurring SaaS platform fees charged to wealth management and investment platform partners for embedding the lending capability via white-label or API integration. Distribution is B2B-led — direct enterprise sales to wealth managers and investment platforms supplemented by a self-serve consumer-facing application — and is anchored by partnerships with firms representing nearly £200 billion in assets under management, including Brooks Macdonald, Canaccord Wealth, BMO, SEI, Söderberg & Partners, Parmenion, P1 Investment Platform, Multrees, Artorius, and Third Financial. A £160 million lending-capital partnership with Monument Bank underpins origination capacity.
Firenze has raised £8.5 million across two rounds: a £2.5 million seed in March 2025 led by Outward VC (with Curve, PrimaryBid, and Vauban) and a £6 million oversubscribed Series A in April 2026 led by AlbionVC with continued participation from Outward VC and Form Ventures. The Series A capital is allocated to international expansion, team doubling, and the development of an agentic credit structuring capability intended to automate and optimise multi-step loan structuring decisions.
Firenze firmographics
Firmographics- Name
- Firenze
- Legal name
- Firenze Group Ltd
- Website
- https://firenzeme.com
- Company type
- Private
- Founded year
- 2023
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Firenze is a UK fintech that provides Lombard lending infrastructure for wealth managers, advisers, and investment platforms, enabling investment-backed loans up to 50% LTV without moving custody. Founded in 2023 and headquartered in Manchester, it serves partners across firms representing nearly £200 billion in AUM.
- Ownership category
- akta.pro rank
Firenze industry classification
Industry- Product category
- Lombard Lending Infrastructure / Wealth Tech Credit Platform
- NAICS
- Mortgage and Nonmortgage Loan Brokers (52231), Mortgage and Nonmortgage Loan Brokers (522310), Credit Intermediation and Related Activities (522)
- SIC
- Loan Brokers (6163), Investment Advice (6282)
- akta.pro primary industry
- Wealth Lending & Credit Solutions (Lombard/Margin, Mortgages, Structured Credit) (FSAAABAG)
Keywords
Where Firenze is headquartered
LocationHeadquarters
- HQ city
- Manchester
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Firenze business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Lombard Lending Interest: Revenue generated from interest charged on investment-backed loans. Clients pay interest only on drawn amounts, enabling flexible borrowing against investment portfolios up to 50% LTV.
- SaaS Platform Fees: Firenze operates as a SaaS platform, embedding lending capabilities into wealth management and investment platform partners' offerings for a recurring fee structure.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Usage-based | Pay-as-you-go | Interest-only on drawn amounts with flexible LTV up to 50% |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
Firenze product offering
Product offeringCore offering
Firenze provides a SaaS credit-infrastructure platform that enables wealth managers, advisers, and investment platforms to offer investment-backed Lombard loans to their clients. Loans are extended on a cross-custody basis at up to 50% Loan-To-Value, with applications completed in 15 minutes, credit decisions returned in hours, and cash delivered the next day. The platform also handles ongoing loan monitoring and servicing, and is developing an agentic credit structuring capability.
Product overview
Firenze offers a unified Lombard lending platform designed for wealth managers, advisers, and investment platforms. The platform enables clients to apply for investment-backed loans in 15 minutes, receive credit decisions in hours, and access cash the next day. It operates on a cross-custody basis so assets remain in place, and ongoing monitoring and servicing are handled through the Firenze platform. The company partners with wealth management firms representing nearly £200 billion in assets under management.
Differentiator
Problem solved
Functional benefit
Products and services
- Firenze Lombard Lending Platform SaaS credit infrastructure platform that enables wealth managers, financial advisers, and investment platforms to offer investment-backed Lombard loans to their clients without requiring asset custody transfers or Private Bank minimums. Loans up to 50% LTV against investment portfolios, with 15-minute applications, credit decisions in hours, next-day cash delivery, interest charged only on drawn amounts, and ongoing loan monitoring and servicing handled through the platform.
Quantifiable outcome
- Firms representing nearly £200 billion in AUM now partner with Firenze
- +2 more outcomes
Companies that use Firenze
Customer profileNamed customers10 records
Segments3 records
Ideal customer profiles3 records
Firenze technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability1 record
Feature4 records
Firenze partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Third FinancialcoreFirenze and Third Financial joined forces to offer a multi-million pound estate-planning solution, combining Firenze's lending infrastructure with Third Financial's estate planning capabilities.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Firenze competitors and assessment
Company assessmentDirect peers
- Tusker Finance: UK-based direct Lombard and asset-backed lender serving private clients and wealth managers; competes head-to-head with Firenze in the cross-custody investment-backed lending category. Most directly comparable peer by product and customer segment.
Broad incumbents
- Coutts: UK Private Bank with established Lombard lending for HNW clients requiring custody transfer and high minimums; represents the legacy model Firenze is disrupting with cross-custody digital delivery.
- Investec: UK and international Private Bank offering Lombard and investment-backed lending to HNW clients; a broader incumbent that could compete by digitizing its Lombard offering.
- Handelsbanken Wealth & Asset Management: European Private Bank offering Lombard lending services across UK and Nordic wealth segments; comparable as an incumbent cross-border Lombard lender Firenze may eventually compete against as it expands internationally.
- BNP Paribas Wealth Management: Global Private Bank with extensive Lombard and structured lending capability across UK and Europe; a broader incumbent that may compete with Firenze for European wealth manager partnerships and could replicate the cross-custody digital model at scale.
Emerging players
- Addepar: Wealth management technology platform serving large advisors and family offices with portfolio reporting and analytics; comparable because it embeds into the same wealth manager technology stack Firenze targets and could potentially extend into lending infrastructure.
- iCapital Network: Financial infrastructure platform connecting wealth managers to alternative investments and credit; comparable as an embedded credit/alternative platform serving the same wealth manager buyer persona.
- Multipli: Asset-backed lending platform enabling borrowing against investment assets; an emerging player in the same digital Lombard category that competes for similar partner platforms and borrowers.
- Atom Finance: Financial data and wealth management platform offering portfolio tracking, research, and embedded tools for advisors; comparable GTM into the wealth management segment with similar integration-led distribution.
Others
- Plaid: Financial data connectivity layer powering wealth, lending, and fintech applications; comparable as the underlying data infrastructure that enables digital lending products like Firenze's cross-custody model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Firenze social profiles
Digital presenceFirenze compliance and trust
Trust signalCompliance1 record
Firenze financial estimates
Financial estimateRevenue estimate
Valuation estimate
Firenze leadership team
Management profileNumber of profiles
Profiles1 record
Firenze funding detail
Funding detailFunding overview
Funding rounds4 records
Investors13 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Firenze 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 Firenze
What does Firenze do?
Firenze provides a SaaS credit-infrastructure platform that enables wealth managers, advisers, and investment platforms to offer investment-backed Lombard loans to their clients. Loans are extended on a cross-custody basis at up to 50% Loan-To-Value, with applications completed in 15 minutes, credit decisions returned in hours, and cash delivered the next day. The platform also handles ongoing loan monitoring and servicing, and is developing an agentic credit structuring capability.
Is Firenze a public or private company?
Firenze is a private company. It is classified as venture growth investor backed and is currently operating.
When was Firenze founded?
Firenze was founded in 2023. It employs 11 to 50 people.
Where is Firenze based?
Firenze is headquartered in Manchester, United Kingdom, in the Europe region.
How does Firenze make money?
Two revenue lines are on record. Lombard Lending Interest is the primary driver. The others are saaS Platform Fees.
Who are Firenze's main competitors?
Tusker Finance is listed as a direct peer. Broad incumbents are Coutts, Investec, Handelsbanken Wealth & Asset Management and BNP Paribas Wealth Management. Emerging players are Addepar, iCapital Network, Multipli and Atom Finance. Plaid is listed as an others.
Does Firenze have an API?
No public API is recorded for Firenze.
What industry is Firenze in?
Firenze's product category is Lombard Lending Infrastructure / Wealth Tech Credit Platform. Its primary akta.pro industry code is FSAAABAG, Wealth Lending & Credit Solutions (Lombard/Margin, Mortgages, Structured Credit). Its NAICS code is 52231 and its SIC code is 6163.