What Selina Finance does

Selina Finance is a UK-based, FCA-authorised (FRN 820183) second charge lender offering flexible secured credit to UK homeowners. The company provides two core products: a Home Equity Line of Credit (HELOC) that allows drawdown and repayment of funds with interest charged only on drawn amounts and no early repayment charges, and a traditional Homeowner Loan structured as fixed or variable rate secured credit. Loan sizes range from £5,000 to £500,000 with rates starting from 6.19% and an APRC of 8.05% on representative terms; revenue is generated primarily through interest income on drawn balances plus arrangement and product fees.

The platform is built around a digital lending stack including an online eligibility/quote tool that performs soft credit checks, electronic document submission with e-signatures, a dedicated broker portal and API, and integration with Hometrack's automated valuation platform to enable instant, cost-free AVMs and no-valuation product offerings. Distribution is multi-channel: direct-to-consumer via the company's website and quote tool, intermediary channels including a broker portal and Advice+ for financial advisors, a Legal & General partnership, an embedded finance white-label program, and a Selina for Schools channel for private school fee financing. Primary customer segments are UK individual homeowners (for debt consolidation, home improvements, buy-to-let, school fees, and business credit) and mortgage brokers/intermediaries originating through the broker portal. The company is B Corp certified, operates from London with 51–100 employees, and has raised approximately $200M+ across 2020, 2022, and 2023 rounds from investors including Goldman Sachs, Lightrock, GGC, Broadhaven Capital Partners, Global Founders Capital, and Picus Capital.

Name

Selina Finance

Legal name

Selina Finance Limited

Website

https://selinaadvance.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

51–100 employees

Short description

Selina Finance is a UK-based, FCA-authorised second charge lender offering flexible secured loans — including HELOC and Homeowner Loans of £5k–£500k — to individual homeowners and via brokers, embedded finance, and institutional partners.

Ownership category

akta.pro rank

Product category

Secured Lending / Second Charge Mortgage Lending

NAICS

Credit Intermediation and Related Activities (522)

SIC

Mortgage Bankers & Loan Correspondents (6162)

akta.pro primary industry

Closed-End Home Equity Loans (Second Mortgages) (FSALAGAA)

akta.pro secondary industries

HELOC & Second-Lien Wholesale Lending (FSALACAG), Home Equity Loan/HELOC Servicing & Subservicing (FSALAGAD)

Keywords

• Secured lending
• Home equity loans
• Second charge mortgages
• HELOC products
• Homeowner loans

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. HELOC Interest Revenue: Interest charged on drawn funds from Home Equity Line of Credit products. Interest is charged only on the funds drawn down, allowing customers flexibility. Rates start from 6.19% with both fixed and variable rate components.
2. Homeowner Loan Revenue: Fixed or variable rate secured loans for homeowners. Revenue generated through interest payments over the loan term with arrangement fees and product fees.
3. Fee Revenue: Arrangement fees and product fees added to loan balances. Representative example shows arrangement fee of £2,995 and product fee of £995.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels5 records

Core offering

Selina Finance is a UK FCA-authorised second charge lender that provides flexible secured loans to homeowners. Its two core products are a Home Equity Line of Credit (HELOC) and a Homeowner Loan, ranging from £5,000 to £500,000 at rates starting from 6.19%. The company distributes these products both directly to consumers via an online quote tool and through a network of mortgage brokers and embedded finance partners.

Product overview

Selina Finance is a UK-based second charge lender offering flexible secured lending products. The company provides two core products: the Home Equity Line of Credit (HELOC), which offers maximum flexibility with drawdown and repayment flexibility without early repayment charges, and the Homeowner loan, a traditional secured loan. Both products serve homeowners seeking to access equity from £5k to £500k with rates starting from 6.19%, targeting use cases including debt consolidation, home improvements, buy to let, school fees, and business credit. The company operates through a direct-to-consumer quote tool as well as a broker portal and API for intermediary distribution.

Differentiator

Problem solved

Functional benefit

Products and services

• Home Equity Line of Credit (HELOC) A flexible secured loan product for UK homeowners that allows them to draw funds and repay without early repayment charges, with interest charged only on the amount drawn down. Borrow amounts range from £5k to £500k with rates starting from 6.19%, and the product is positioned for uses including debt consolidation, home improvements, buy-to-let, school fees, and business credit.
• Homeowner Loan A secured loan product for UK homeowners providing access to home equity from £5k to £500k for purposes such as debt consolidation, home improvements, buy-to-let, school fees, and business credit. Available with fixed and variable rate components and repaid over longer terms at lower secured lending rates.

Quantifiable outcome

• 66% faster funding than similar lenders
• +3 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Partnerships

Five partnerships are on record, tiered core, strategic and minor.

• HometrackcoreTechnology or Integration · 29 January 2026Integration of Hometrack's automated valuation platform into Selina Finance's Broker Portal and broker API. Enables brokers to obtain instant, cost-free automated valuations at the application stage, potentially eliminating the need for physical valuations when criteria are met. Hometrack is one of the UK's most widely used automated valuation providers, serving banks, building societies, and specialist lenders.
• Financial Conduct Authority (FCA)coreOthersSelina Finance is authorised and regulated by the FCA (FRN 820183) as a secured lender offering second charge mortgages, HELOCs, and homeowner loans in the UK.
• Legal & GeneralstrategicChannel Partner/ Reseller/ DistributorPartnership channel through which Selina Finance provides secured lending products to Legal & General customers, offering second charge mortgage solutions as part of L&G's financial services offerings.
• B LabcoreOthersB Lab is the non-profit organization that administers B Corp certification. Selina Finance has achieved B Corp certification, demonstrating social and environmental performance standards.
• TrustpilotminorGTM or Marketing PartnerCustomer review platform where Selina Finance maintains a presence with hundreds of satisfied customers reviewing the service.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Foundation Home Loans: UK specialist mortgage lender offering near-prime and second-charge products through intermediary channels. Comparable to Selina in target borrower profile, broker-led distribution model, and specialist secured lending focus.
• Evolution Money: UK specialist lender focused on second-charge mortgages for homeowners with complex income or credit profiles. Comparable to Selina in product (second-charge secured loans), customer base (UK homeowners), and broker distribution model.
• Precise Mortgages (OSB Group): UK specialist mortgage lender within OSB Group offering second-charge, near-prime, and complex-income products via intermediaries. Comparable to Selina in specialist secured lending focus and broker channel reliance.
• Together Money: UK specialist secured lender offering second-charge mortgages and short-term finance to homeowners and landlords. Comparable to Selina in secured homeowner lending, use-case breadth (debt consolidation, BTL, business), and intermediary distribution.
• Pepper Money: UK specialist residential and second-charge mortgage lender targeting near-prime and self-employed borrowers. Comparable to Selina in second-charge product offering, intermediary-led distribution, and specialist underwriting.
• Vida Homeloans: UK specialist mortgage lender offering later-life, complex-income, and second-charge products via intermediaries. Comparable to Selina in specialist secured lending positioning and broker distribution strategy.

Broad incumbents

• Lloyds Banking Group (Halifax): UK's largest mortgage lender with broad first-charge and mainstream secured lending products. Comparable as a UK secured-lending incumbent — competes with Selina for the same homeowner borrowing demand, though at much larger scale and with remortgage (not second-charge) as primary product.
• Nationwide Building Society: Major UK mutual lender with a large first-charge mortgage book. Comparable as a UK secured-lending incumbent whose remortgage and further-advance products are the primary substitute for Selina's second-charge offering.

Emerging players

• Habito: UK digital mortgage broker and direct lender offering online mortgage journeys for borrowers and brokers. Comparable to Selina's digital-first broker and consumer-facing experience, and emerging as a technology-led intermediary that could overlap with Selina's distribution.
• LendInvest: UK specialist property finance platform offering bridging, development, and buy-to-let mortgages via an online broker portal. Comparable in technology-led specialist secured lending with broker API distribution, though focused on property professionals rather than individual homeowners.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds5 records

Investors7 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 Selina Finance