TotallyMoney

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.

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

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

• Credit broker services
• Credit comparison
• Credit score monitoring
• Loan comparison
• Mortgage comparison

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. 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

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core 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

Named customers5 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature4 records

Partnerships

Three partnerships are on record, tiered core.

• TransUnioncoreTechnology or IntegrationTransUnion 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 LimitedcoreTechnology or IntegrationTotallyMoney 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)coreChannel Partner/ Reseller/ DistributorMultiple 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

Direct 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

• YouTubeyoutube.com/channel/UCzT81m3neFD3QSqEwX0IAyg
• LinkedInlinkedin.com/company/totallymoney-com
• Instagraminstagram.com/totallymoney
• TikToktiktok.com/@totallymoney
• Xx.com/TotallyMoney
• Facebookfacebook.com/totallymoney-198972143477605

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds4 records

Investors3 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 TotallyMoney