Firenze

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.

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

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

• Lombard lending infrastructure
• Wealth management credit
• Investment-backed loans
• Cross-custody lending
• Embedded lending platform

Headquarters

HQ city

Manchester

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. 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.
2. 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

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core 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

Named customers10 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature4 records

Partnerships

One partnership is on record.

• Third FinancialcoreStrategic or Co-development Partner · 25 March 2026Firenze 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

Direct 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

• LinkedInlinkedin.com/company/firenze-group-ltd

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds4 records

Investors13 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Firenze