TotallyMoney
TotallyMoney is a UK-based credit broker offering free credit reports and a multi-product comparison marketplace for credit cards, loans, and mortgages, earning affiliate commissions from a diversified panel of UK lenders when consumers are accepted.
- Company typePrivate
- Founded2006
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
What TotallyMoney does
TotallyMoney is a UK-based credit broker and consumer finance platform that operates a free credit report service alongside a multi-vertical comparison marketplace. Its core product is a free, no-card-required credit report and live credit score powered by TransUnion bureau data, augmented with proprietary features including Borrowing Power (an acceptance-likelihood metric), TotallySure pre-approved offers with guaranteed terms, and a soft-search eligibility checker that does not impact users' credit ratings. The platform compares credit cards, personal loans, bad credit loans, homeowner loans, car finance, debt consolidation loans, guarantor loans, and mortgages across a panel of UK lenders including Tesco Bank, Santander, Barclaycard, HSBC, MBNA, Virgin Money, Lloyds, M&S Bank, Zopa, and Vanquis.
The business model is a free-to-consumer, commission-funded credit marketplace. TotallyMoney earns affiliate referral commissions from lenders when users are accepted for products, which the company states does not influence product ranking. Distribution is product-led and digital-first through the website and mobile app, with no physical branches. Marketing leans heavily on content-led SEO, Trustpilot social proof, and FCA authorisation messaging to drive top-of-funnel acquisition in the UK consumer credit category.
The company is registered in England and Wales as TotallyMoney Limited (Company Number 06205695), operates from White Collar Factory in London, and is structured as an Appointed Representative of FCA-authorised TM Connect Limited (FRN: 511936). The most recently disclosed funding is a £9 million Series A in November 2021 from existing UK and US investors, earmarked for product development, advertising, and Open Banking data capability expansion. CEO Alastair Douglas leads a management team that includes a co-founder (Jonathan Hassid) and functional leads across CTO, CMO, CFO, and COO roles.
TotallyMoney firmographics
Firmographics- Name
- TotallyMoney
- Legal name
- TotallyMoney Limited
- Website
- https://totallymoney.com
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- TotallyMoney is a UK-based credit broker offering free credit reports and a multi-product comparison marketplace for credit cards, loans, and mortgages, earning affiliate commissions from a diversified panel of UK lenders when consumers are accepted.
- Ownership category
- akta.pro rank
TotallyMoney industry classification
Industry- Product category
- Consumer Credit Brokerage
- NAICS
- Mortgage and Nonmortgage Loan Brokers (52231), Activities Related to Credit Intermediation (5223)
- SIC
- Loan Brokers (6163), Services-Consumer Credit Reporting, Collection Agencies (7320)
- akta.pro primary industry
- Credit Score Monitoring & Credit Building (FSAGADAE)
- akta.pro secondary industry
- Credit Education, Monitoring & Consumer Credit Management Tools (FSAKAKAJ)
Keywords
Where TotallyMoney is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
TotallyMoney business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Marketing or Sales, Personnel, Operations
Revenue model
- Commission from Lenders: Lenders pay TotallyMoney a fee when users get accepted for their credit products. This commission model keeps the service free for consumers. The company states this never influences how products are ranked in their tables.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free Credit Report and Score - permanently free access |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
TotallyMoney product offering
Product offeringCore offering
TotallyMoney is a UK consumer credit broker that provides a permanently free credit report, live credit score (out of 710, powered by TransUnion), and a multi-product financial comparison marketplace. The platform uses soft credit search eligibility checking to match users with credit cards, personal loans, homeowner loans, car finance, debt consolidation loans, guarantor loans, and mortgages from a panel of partner lenders, and earns commission from lenders when customers are accepted.
Product overview
TotallyMoney is a UK-based credit broker and finance app offering a free credit report service and a multi-product financial comparison platform. The core offering centers on a free credit report with live credit score (out of 710, powered by TransUnion data) that includes Borrowing Power metrics and personalized action plans. The platform operates as a comparison marketplace connecting consumers with credit products from partner lenders, encompassing credit cards (including poor credit, balance transfer, 0% purchase, cashback, rewards, and travel cards), personal loans, bad credit loans, homeowner loans, car finance, debt consolidation loans, guarantor loans, and mortgages. The service generates revenue through commission fees paid by lenders when users are accepted for products. Key differentiators include TotallySure pre-approved guaranteed offers, soft-search eligibility checking that protects credit scores, and the proprietary Borrowing Power metric that predicts acceptance likelihood. The company reports serving over 5 million customers and has raised £9 million in Series A funding.
Differentiator
Problem solved
Functional benefit
Products and services
- Free Credit Report and Live Credit Score
Quantifiable outcome
- Average credit score increase of +27 points for more than half of customers in 2024
- +2 more outcomes
Companies that use TotallyMoney
Customer profileNamed customers5 records
Segments2 records
Ideal customer profiles2 records
TotallyMoney technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability4 records
Feature4 records
TotallyMoney partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- TransUnioncoreTransUnion is the credit reference agency that provides the underlying credit data used to build TotallyMoney's free credit reports and scores. This is a core data partnership enabling the service to function.
- TM Connect LimitedcoreTotallyMoney Limited is an Appointed Representative of TM Connect Limited, which is authorised and regulated by the FCA (FRN: 511936) in respect of consumer credit related activities. This regulatory partnership enables TotallyMoney to operate as a credit broker.
- Lenders (Credit Card Providers)coreMultiple lenders including Tesco Bank, Santander, 118 118 Money, Barclaycard, HSBC, MBNA, Virgin Money, Lloyds Bank, M&S Bank, Zopa, and Vanquis. Lenders pay commission when users get accepted for products, enabling the free service model.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
TotallyMoney competitors and assessment
Company assessmentDirect peers
- ClearScore: UK credit broker offering free credit reports, scores, and product matching. Most direct competitor with a similar free-score-led funnel and broad credit card/loan panel; backed by Experian, giving it bureau-data advantages.
- Credit Karma UK: Free credit score and report service with personalized credit card and loan recommendations. Operates the same freemium credit-monitoring-plus-matching model; backed by Intuit for marketing scale.
Broad incumbents
- MoneySupermarket: UK's largest price comparison site covering credit cards, loans, mortgages, insurance, and utilities. Direct overlap on credit products but with a much broader comparison portfolio and established brand.
- Compare the Market: Major UK comparison platform across credit, insurance, and utilities with strong brand (Compare the Meerkat). Direct overlap on credit card/loan comparison with a much wider household services footprint.
- Experian UK (consumer): One of the three main UK credit reference agencies, offering consumer credit reports, scores, and matching services. Same core credit-information product and a broader bureau/identity data set.
- MoneySavingExpert (MSE): Martin Lewis-founded UK consumer finance media and comparison platform. Drives large volumes of credit product traffic through editorial content, directly competing for the same conversion intent.
- Uswitch: UK price comparison service covering credit, energy, broadband, and insurance. Overlapping credit card and loan comparison with a broader household switching proposition.
- Equifax UK (consumer): One of the three main UK credit reference agencies offering consumer credit reports, scores, and monitoring. Same bureau-data-driven consumer service and adjacent to TotallyMoney's TransUnion-powered offering.
Emerging players
- Zopa: UK digital bank and lender with a marketplace lending heritage, now offering credit cards, loans, and savings. Comparable end-customer credit-product focus and overlapping lender relationships with TotallyMoney.
Others
- TransUnion UK (consumer): TotallyMoney's underlying credit data provider. Operates its own consumer credit-information services and partnerships in the UK, making it both a critical supplier and adjacent competitor in credit reporting.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
TotallyMoney social profiles
Digital presenceTotallyMoney compliance and trust
Trust signalCompliance1 record
TotallyMoney financial estimates
Financial estimateRevenue estimate
Valuation estimate
TotallyMoney leadership team
Management profileNumber of profiles
Profiles6 records
TotallyMoney funding detail
Funding detailFunding overview
Funding rounds4 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
TotallyMoney 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 TotallyMoney
What does TotallyMoney do?
TotallyMoney is a UK consumer credit broker that provides a permanently free credit report, live credit score (out of 710, powered by TransUnion), and a multi-product financial comparison marketplace. The platform uses soft credit search eligibility checking to match users with credit cards, personal loans, homeowner loans, car finance, debt consolidation loans, guarantor loans, and mortgages from a panel of partner lenders, and earns commission from lenders when customers are accepted.
Is TotallyMoney a public or private company?
TotallyMoney is a private company. It is classified as venture growth investor backed and is currently operating.
When was TotallyMoney founded?
TotallyMoney was founded in 2006. It employs 11 to 50 people.
Where is TotallyMoney based?
TotallyMoney is headquartered in London, United Kingdom, in the Europe region.
How does TotallyMoney make money?
One revenue line is on record: commission from Lenders.
Who are TotallyMoney's main competitors?
Direct peers on record are ClearScore and Credit Karma UK. Broad incumbents are MoneySupermarket, Compare the Market, Experian UK (consumer), MoneySavingExpert (MSE), Uswitch and Equifax UK (consumer). Zopa is listed as an emerging player. TransUnion UK (consumer) is listed as an others.
Does TotallyMoney have an API?
No public API is recorded for TotallyMoney.
What industry is TotallyMoney in?
TotallyMoney's product category is Consumer Credit Brokerage. Its primary akta.pro industry code is FSAGADAE, Credit Score Monitoring & Credit Building, with a secondary code of FSAKAKAJ, Credit Education, Monitoring & Consumer Credit Management Tools. Its NAICS code is 52231 and its SIC code is 6163.