NewDay

What NewDay does

NewDay is a UK-based digital consumer credit provider specialising in credit cards and unsecured personal loans for prime and near-prime consumers. Founded in 2000 and headquartered in London, the company operates through a multi-brand portfolio including Aqua, marbles, Pulse, Opus, Fluid, Bip, and Newpay, alongside co-branded partnership cards with major UK retailers such as John Lewis Partnership, AO.com, and Argos. For the financial year ended 31 December 2024, NewDay reported total net revenue of £892 million, underlying profit before tax of £213 million, and group gross receivables of £4.4 billion, supported by 1,292 employees and 332 million annual transactions.

The company's operations are built on a cloud-based, multi-product digital credit engine featuring proprietary "Next Generation Risk Models," a scalable credit processing platform, and advanced data science capabilities. AI and machine learning are applied across credit scoring, fraud and AML detection, open banking-driven affordability checks, and customer servicing (including an award-winning NLP chatbot). Data and AI orchestration are delivered via Astronomer's Astro platform (Apache Airflow), with Snowflake Horizon Catalog under implementation for AI governance and zero-trust agent security. The technology architecture underpins both direct-to-consumer products and an API-first Platform-as-a-Service offering that enables partners to embed credit capabilities.

NewDay generates revenue primarily through interest on outstanding balances, transaction fees, annual card fees, and platform/PaaS fees. Its go-to-market combines digital direct-to-consumer acquisition through its branded websites and apps with a partner-centric distribution model serving large UK retailers via white-label and co-branded credit cards. The firm is FCA-authorised, operates an established KBRA-rated securitisation programme, and is privately held by NewDay Group (Jersey) Ltd.

Name

NewDay

Legal name

NewDay Ltd.

Website

https://newday.co.uk

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

NewDay is a UK digital consumer credit provider offering credit cards, personal loans, and a Platform-as-a-Service through a multi-brand portfolio and retailer partnerships, serving prime and near-prime UK consumers with £892M FY2024 revenue.

Ownership category

akta.pro rank

Product category

Consumer Credit

NAICS

Credit Card Issuing (522210), Activities Related to Credit Intermediation (5223)

SIC

Personal Credit Institutions (6141)

akta.pro primary industry

Small-Dollar Short-Term Installment Loans (Non-payday) (FSAKAMAI)

akta.pro secondary industry

Card Issuing & Virtual Cards (lodge cards, single-use, tokenization) (THALAHAB)

Keywords

• Consumer credit cards
• Unsecured personal loans
• Platform-as-a-service
• White-label credit solutions
• Digital credit engine

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Credit Card Products: Unsecured credit card products serving prime and near-prime customers in the UK market. Revenue generated through interest on outstanding balances, transaction fees, and annual fees.
2. Unsecured Personal Loans: Unsecured personal loan products for consumers. Revenue from interest income and origination fees.
3. Platform-as-a-Service: NewDay Platform providing consumer credit infrastructure to partners via APIs. Revenue from platform fees and partnership arrangements.
4. Merchant/B2B Solutions: Carded loyalty platforms, revolving digital credit, retail finance, BNPL, and bespoke credit solutions for merchant partners. Revenue from partnership fees and transaction-based arrangements.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

NewDay is a UK consumer credit provider offering unsecured credit cards, personal loans, and digital payment products through a portfolio of consumer brands (Aqua, marbles, Pulse, Bip, Newpay, Fluid, Opus) and co-branded retail partnerships. The company also operates The NewDay Platform, providing platform-as-a-service capabilities via APIs that enable enterprise partners to integrate credit processing, risk models, and digital credit engine functionality into their own offerings.

Product overview

NewDay is a leading UK consumer credit provider offering unsecured credit products through a multi-brand portfolio. The offering is a platform-plus-products architecture consisting of (1) The NewDay Platform, a digital credit engine and technology infrastructure providing credit processing capabilities, and (2) multiple credit card brands and co-branded retail partnerships. Core branded credit cards include Aqua, marbles, Pulse, Opus, and Fluid. Co-branded retail credit cards are offered through partnerships with John Lewis Partnership Card, Argos, AO.com, and others. Digital payment products include Newpay and Bip. The company also provides merchant credit facilities including carded loyalty platforms, revolving digital credit, retail finance, BNPL, and bespoke credit solutions.

Differentiator

Problem solved

Functional benefit

Brands

• Newpay: Credit product brand offering digital payment solutions
• Bip
• Aqua
• marbles
• Pulse
• Fluid
• opus

Products and services

• Aqua Credit Card Credit card product for UK consumers, including features such as Aqua Coach financial education tools that help customers build credit knowledge and improve credit scores.
• marbles Credit Card Credit card brand targeting specific UK consumer segments, focused on financial inclusion and supporting customers in building credit history.
• Pulse Credit Card Credit card product paired with the Pulse mobile app, allowing customers to manage their finances digitally.
• Opus Credit Card Credit card product brand operated by NewDay for UK consumers.
• Fluid Credit Card Credit card product brand operated by NewDay.
• Newpay Digital payment and credit solution providing flexible payment options to UK consumers.
• Bip Mobile-first digital credit product with an easy-to-use interface, supporting Apple Pay and Google Pay for UK consumers.
• John Lewis Partnership Card Co-branded credit card offered in partnership with John Lewis, providing rewards and benefits to John Lewis customers.
• Argos Card Co-branded credit card offered in partnership with Argos retail chain, with the portfolio acquired from Sainsbury's in 2024/2025.
• AO.com Credit Card Co-branded credit card partnership with AO.com retailer providing credit options to AO.com shoppers.
• The NewDay Platform Platform-as-a-service offering providing digital credit engine capabilities, risk models, and technology infrastructure for consumer credit products, enabling partners to integrate credit processing capabilities via APIs.

Quantifiable outcome

• 537,000 customers responsibly approved for credit, widening financial inclusion
• +2 more outcomes

Named customers6 records

Segments1 record

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

AI capability6 records

Feature4 records

Partnerships

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

• SnowflakecoreTechnology or Integration · 2 June 2026NewDay is actively working with Snowflake to implement Horizon Catalog capabilities including AI security features and governance tools. The partnership addresses barriers to enterprise AI adoption by providing zero-trust security built for autonomous agent access.
• AstronomercoreTechnology or Integration · 19 March 2026NewDay is a customer using Astronomer's Astro platform powered by Apache Airflow for data and AI orchestration. Featured as a case study for EMEA success alongside 122% ARR growth in the region.
• Sainsbury'sminorChannel Partner/ Reseller/ Distributor · 1 January 2025NewDay acquired Argos Financial Services cards from Sainsbury's as part of their phased withdrawal from banking. Strategic acquisition expanding card portfolio.
• John Lewis PartnershipflagshipChannel Partner/ Reseller/ DistributorMajor retail partnership for Partnership Credit Card program. Successfully signed up nearly 600,000 Partnership Card customers with over 96% approval rate since launch.
• AO.comcoreChannel Partner/ Reseller/ DistributorCredit card partnership with AO.com, one of the UK's leading online retailers. AO.com Managing Director David Lawson quoted on customer partnership value.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Zopa Bank: Zopa is a UK digital challenger bank that has expanded from peer-to-peer lending into credit cards, personal loans, and savings. It overlaps with NewDay's digital consumer credit offering and targets similar near-prime segments with a fully digital experience.
• Klarna: Klarna is a major BNPL and consumer credit provider expanding aggressively in the UK. It overlaps with NewDay's merchant/B2B credit solutions and BNPL offerings through the NewDay Platform, competing for the same retailer wallet and near-prime consumer.
• Curve: Curve is a UK-based consumer fintech offering a digital wallet and credit products (Curve Pay, Curve Credit) that compete with NewDay's Bip and Newpay offerings for digital-first UK consumers. Both target near-prime consumers seeking mobile-first credit experiences.

Direct peers

• MBNA Limited: MBNA is a major UK credit card issuer owned by Lloyds Banking Group, with a business model heavily focused on affinity and co-branded cards with retailers, sports clubs, and professional bodies — directly parallel to NewDay's John Lewis, AO.com, and Argos partnerships.
• Vanquis Bank: Vanquis (part of Provident Financial) is a UK specialist credit card and personal loan provider targeting near-prime consumers, the same core customer segment NewDay serves with Aqua, marbles, and Pulse. Both rely on risk-based pricing and digital servicing for sub-prime/near-prime customers.
• Jaja Finance: Jaja Finance is a UK credit card issuer focused on digital-first customer experience and partnership-led distribution, repositioning from legacy brands (e.g. Post Office Money, Argos under previous ownership). It is a direct competitor to NewDay in the UK branded and co-branded card market.
• Capital One (UK): Capital One's UK business is one of the largest monoline credit card issuers in the UK, directly comparable to NewDay in product (consumer credit cards), customer segment (prime and near-prime), and risk-based pricing model. Both operate proprietary digital origination and servicing platforms.

Broad incumbents

• Lloyds Banking Group (Cards Division): Lloyds Banking Group operates a large UK credit card franchise alongside MBNA and Halifax, serving both prime and near-prime consumers. While much broader than NewDay, its UK card book is a reference point for scale, profitability, and regulatory engagement in the same market.
• Synchrony Financial: Synchrony is a large US consumer credit issuer with a private-label credit card and instalment lending business built on retail partner relationships. While US-focused, its business model — co-branded and private-label consumer credit powered by a digital platform — is structurally analogous to NewDay's platform-plus-partner approach.
• Provident Financial: Provident Financial is a UK-listed consumer credit provider operating Vanquis Bank and Moneybarn. It serves a similar near-prime and non-prime customer base to NewDay across credit cards, personal loans, and vehicle finance, making it a directly relevant broad incumbent comparable.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/newday

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries6 records

Funding overview

Funding rounds

Investors

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

M&A2 records

Investments

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

Frequently asked questions about NewDay