Fluro
- Company typePrivate
- Founded2014
- HeadquartersLondon, United Kingdom
- Headcount51–100
- GTM typeB2B and B2C
- OfferingServices
Fluro firmographics
Firmographics- Name
- Fluro
- Legal name
- Fluro Platform Limited
- Website
- https://fluro.co.uk
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Ownership category
- akta.pro rank
Fluro industry classification
Industry- Product category
- Consumer Lending
- NAICS
- Credit Intermediation and Related Activities (522), Sales Financing (522220), Activities Related to Credit Intermediation (5223)
- SIC
- Personal Credit Institutions (6141)
- akta.pro primary industry
- Embedded Lending & Credit (POS, Working Capital, Credit Lines) (FSAGALAD)
- akta.pro secondary industry
- Risk, Compliance & Controls for Embedded Finance (KYB/KYC/AML, Fraud, Disputes) (FSAGALAK)
Keywords
Where Fluro is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Fluro business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure, Others
Revenue model
- Interest Income on Personal Loans: Fluro earns interest income on personal loans extended to consumers. The company charges borrowers an APR (Annual Percentage Rate) that is personalized based on creditworthiness assessment. Revenue is generated through the spread between the interest rate charged to borrowers and the cost of funds (which includes the £200m BNP Paribas funding partnership). Representative APR is 17.9% with loan amounts ranging from £5,000 to £25,000 over 12-60 months.
- White-Label and Embedded Lending Services: Fluro provides white-label lending infrastructure to partner businesses including comparison sites, financial intermediaries, and retailers. Partners integrate Fluro's lending platform into their customer journeys, and Fluro earns revenue through these embedded lending arrangements. Services include invisible powering of partner products, seamless integration, and flexible configuration for partner customer demographics.
- Retail Finance and Pay-in-3: Provides retail finance solutions including pay-in-3 (interest-free installments) and flexi finance (6-60 month repayment plans, both interest-free and interest-bearing) for retail partners. Revenue generated through merchant/partner arrangements for providing point-of-sale financing.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Monthly | Personal Loan - Representative Example: £7,500 over 48 months at 17.9% APR |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels5 records
Fluro product offering
Product offeringCore offering
Fluro is a UK FCA-authorised lending fintech that originates personal loans (typically £1,000–£25,000) directly to consumers using its proprietary "Real Rates Technology" to show each applicant a personalised APR. Alongside the consumer brand, Fluro operates an Embedded Lending Suite that white-labels its origination, credit decisioning, and payout infrastructure to price-comparison sites, retailers, and other financial intermediaries. The combined offering is delivered through fluro.co.uk, partner-branded journeys, and an API for technical integrators.
Product overview
Fluro is an embedded lending platform offering a unified product portfolio centered around consumer personal loans and B2B white-label lending solutions. The core product is Personal Loans featuring Fluro's proprietary 'Real Rates Technology' that provides transparent, personalized APR rather than representative rates. The platform operates on a modular architecture with white-label, online intermediary, and retail finance add-on modules that can be embedded by partners. Supporting products include the Fluro Mobile App, Fluro Pay (powered by Plaid), and a Developer API for partner integration. The company has expanded its capabilities through partnerships with TransUnion (data and decisioning), Bud Financial (open banking), and BNP Paribas (£200m funding facility).
Differentiator
Problem solved
Functional benefit
Products and services
- Personal Loans Unsecured personal loans (typically £1,000–£25,000) offered directly to UK consumers through fluro.co.uk and the Fluro mobile app, underwritten with ML credit decisioning and Open Banking data. Customers receive a personalised APR rather than a representative rate, with no early-settlement fees.
- White-Label Embedded Lending End-to-end white-label lending product for partner brands, covering origination, credit decisioning, payout, servicing and collections under the partner's brand and customer journey.
- Online Intermediaries / Comparison Lending Loan origination and servicing product delivered through UK price-comparison and online intermediary platforms (e.g., Compare The Market, Money Supermarket, Go Compare, Experian, ClearScore, MSN, Yahoo Finance), letting those partners offer personal loans without building a lending back-end.
- Retail Finance White-label retail-finance product (pay-in-3, flexi-finance) provided to retailer and e-commerce partners, embedding point-of-sale lending into their checkout journeys.
- Developer API (Direct API) Direct API product that exposes Fluro's lending functionality — credit decisioning, payout orchestration, and account management — for technical partners to integrate into their own platforms.
Quantifiable outcome
- Approximately 10% of UK working-age population uses Fluro's real rates technology annually
- +4 more outcomes
Companies that use Fluro
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles2 records
Fluro technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
AI capability4 records
Feature5 records
Fluro partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- TransUnioncoreStrategic partnership to supercharge Fluro's data and decisioning capabilities. TransUnion partnership enhances Fluro's custom machine learning models for deeper customer understanding and more accurate credit assessment. Part of Fluro's continuous improvement of technology infrastructure.
- Compare The MarketcoreMajor UK price comparison site offering Fluro-powered personal loan products to its customer base. One of several major comparison site partnerships enabling Fluro to reach consumers through trusted comparison platforms.
- Money SupermarketcoreMajor UK price comparison site offering Fluro-powered personal loan products. Partnership part of Fluro's channel partner strategy to reach consumers through established comparison platforms.
- ExperiancoreMajor credit reference agency and comparison platform offering Fluro loan products. Experian partnership also relates to credit scoring and verification services used in Fluro's underwriting process.
- Go ComparecoreUK price comparison site offering Fluro-powered personal loan products to its customer base as part of Fluro's distribution channel partner network.
- ClearscorecoreCredit score management platform and comparison site partnership through which Fluro offers loan products to Clearscore's UK customer base.
- Totally MoneyminorUK price comparison and financial management platform offering Fluro loan products as part of its personal finance comparison services.
- JajaminorFinancial services platform partnership through which Fluro loan products are offered to Jaja's customer base.
Scale indicators9 records
Recent moves8 records
Expansion highlights5 records
Fluro competitors and assessment
Company assessmentDirect peers
- ClearScore: UK credit comparison and scoring platform that is both a Fluro distribution partner and a competitor offering consumers access to credit products; reflects the comparison-site channel dynamics central to Fluro's go-to-market.
- Zopa: UK challenger bank and consumer lender offering personal loans, credit cards and savings; the closest direct UK peer to Fluro's core personal loan and digital-first lending proposition.
- Atom Bank: UK digital-only bank offering consumer personal loans and savings; competes in the same UK consumer credit segment as Fluro with a similar digital-first, branchless model.
Others
- Plaid: Open banking and payment initiation infrastructure provider that is both a Fluro technology partner (Fluro Pay) and a critical enabler of the open-banking-driven underwriting that underpins Fluro's real-rates product.
Broad incumbents
- Affirm: US BNPL and embedded point-of-sale credit provider serving both direct consumers and merchant partners; a scaled analogue of Fluro's combined D2C and white-label retail finance model.
- Klarna: Global BNPL and embedded consumer credit provider operating at scale; analogous to Fluro's embedded/white-label retail finance ambitions, but at a much larger and more international scope.
- LendingClub: US digital consumer lending marketplace and bank; a comparable large-scale digital personal loan originator with embedded lending partnerships, albeit operating in the US market.
- Upstart: US AI-driven consumer lending platform using ML on alternative data for credit decisioning; comparable to Fluro's ML-and-open-banking underwriting model and embedded lending platform thesis.
Emerging players
- Tymit: UK BNPL/credit provider offering instalment-based consumer credit at checkout; comparable to Fluro's Pay-in-3 and Flexi Finance retail finance offerings in product shape and target UK customer.
- Zilch: UK BNPL and consumer credit provider that combines pay-in-4 with longer-term instalment lending; directly competes with Fluro's retail finance and personal loan products for UK consumer wallet share.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Fluro social profiles
Digital presenceFluro compliance and trust
Trust signalCompliance4 records
Fluro financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fluro leadership team
Management profileNumber of profiles
Profiles2 records
Fluro funding detail
Funding detailFunding overview
Funding rounds4 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fluro 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 Fluro
What does Fluro do?
Fluro is a UK FCA-authorised lending fintech that originates personal loans (typically £1,000–£25,000) directly to consumers using its proprietary "Real Rates Technology" to show each applicant a personalised APR. Alongside the consumer brand, Fluro operates an Embedded Lending Suite that white-labels its origination, credit decisioning, and payout infrastructure to price-comparison sites, retailers, and other financial intermediaries. The combined offering is delivered through fluro.co.uk, partner-branded journeys, and an API for technical integrators.
Is Fluro a public or private company?
Fluro is a private company. It is classified as venture growth investor backed and is currently operating.
When was Fluro founded?
Fluro was founded in 2014. It employs 51 to 100 people.
Where is Fluro based?
Fluro is headquartered in London, United Kingdom, in the Europe region.
How does Fluro make money?
Three revenue lines are on record. Interest Income on Personal Loans are the primary driver. The others are white-Label and Embedded Lending Services and retail Finance and Pay-in-3.
Who are Fluro's main competitors?
Direct peers on record are ClearScore, Zopa and Atom Bank. Plaid is listed as an others. Broad incumbents are Affirm, Klarna, LendingClub and Upstart. Emerging players are Tymit and Zilch.
Does Fluro have an API?
Yes. Fluro offers API integration capabilities for partners through its embedded lending suite. The developer documentation is available at developer.fluro.co.uk. The API enables seamless integration from point-of-sale to back-end dashboard, allowing partners to offer Fluro's lending products under their own brand. Features include innovative embedded lending technology, data-rich access to insightful information, and an efficient accreditation process. Developer documentation is at developer.fluro.co.uk.
What industry is Fluro in?
Fluro's product category is Consumer Lending. Its primary akta.pro industry code is FSAGALAD, Embedded Lending & Credit (POS, Working Capital, Credit Lines), with a secondary code of FSAGALAK, Risk, Compliance & Controls for Embedded Finance (KYB/KYC/AML, Fraud, Disputes). Its NAICS code is 522 and its SIC code is 6141.