Believe Money Group

What Believe Money Group does

Believe Money Group is a UK-based credit brokerage group operating through two FCA-regulated subsidiaries — Believe Loans Ltd (founded 2017, Company No. 10712649) and Believe Protect Ltd (Company No. 13913093) — both appointed as representatives of parent Believe Advisor Limited (FCA ref 841395). The company acts as a credit broker rather than a direct lender, matching UK consumers with loan products from a panel of six named specialist lenders (Shawbrook, O'Connor, United Trust Bank, Together, Oplo, and Equifinance). Its product portfolio spans personal loans (£1,000–£25,000), secured loans (up to £2.5M), bridging loans, homeowner/second-charge mortgages, bad credit loans, debt consolidation, credit builder loans, and specialized use-case loans (car, wedding, emergency, business, home improvement), alongside insurance products (Life Insurance and Income Protection) offered through Believe Protect Ltd. APRs range from 6.3% to 49% with terms from three to thirty years, and the firm explicitly serves borrowers with non-standard credit profiles including defaults, CCJs, and bankruptcy.

The company's technology platform supports loan quote generation, eligibility checking, loan calculators, and application processing across the product catalogue. Specific stack details are not disclosed, but the platform enables soft credit checks (no impact on customer credit scores) and quote-based lender matching. Revenue is generated exclusively through broker commissions paid by lenders when loans are successfully placed; no upfront fees are charged to consumers, with the broker fee added to the loan amount. Marketing and customer acquisition rely on SEO-optimized educational content, organic search, and Trustpilot (over 8,000 reviews cited). Operations are restricted to England and Wales, with no disclosed international or Scotland/NI activity. The firm received a Mortgage Strategy Award in 2022 and holds GDPR data-protection registrations for both operating subsidiaries.

Name

Believe Money Group

Legal name

Believe Loans Ltd

Website

https://believemoney.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

51–100 employees

Short description

UK-based credit brokerage group operating as an FCA-regulated credit broker that matches consumers with loan products from a panel of specialist lenders. Serves borrowers across all credit profiles with personal, secured, bridging, and bad credit loans up to £2.5M, plus insurance.

Ownership category

akta.pro rank

Product category

Consumer Lending Brokerage

NAICS

Depository Credit Intermediation (5221), Other Insurance Funds (525190)

SIC

Loan Brokers (6163), Personal Credit Institutions (6141)

akta.pro primary industry

Large Purchase & Lifestyle Personal Loans (Unsecured Installment) (FSAKAAAG)

akta.pro secondary industry

Bank & Credit Union Personal Loans (Unsecured Installment) (FSAKAAAL)

Keywords

• Credit brokerage services
• Loan comparison platform
• Secured lending broker
• Bad credit loans
• Debt consolidation lending

Headquarters

HQ city

Doncaster

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Broker Commission from Lenders: Believe Money acts as a credit broker earning fees added to the loan amount. They charge no upfront fees to customers - their fee is added to the outstanding loan, making their revenue from commissions paid by lenders when loans are successfully placed.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Believe Money Group is a UK credit broker that searches a panel of specialist lenders to match borrowers with appropriate loan products, acting as an Appointed Representative of FCA-authorised Believe Advisor Limited. The brokerage covers loan amounts from £1,000 to £2,500,000 across personal, secured, bridging, homeowner, bad credit, debt consolidation, business, and other specialised lending categories, with APRs ranging from 6.3% to 49%. Complementary insurance products (Life Insurance and Income Protection) are offered through subsidiary Believe Protect Ltd.

Product overview

Believe Money Group operates as a loan brokerage platform that connects UK borrowers with a panel of lenders through its advanced technology platform. The core offering is the Loan Brokerage Platform, which provides comparison and application services across multiple loan products. The product portfolio includes Personal Loans, Secured Loans, Bridging Loans, Homeowner Loans, and Bad Credit Loans as primary loan categories, supplemented by specialised products such as Debt Consolidation Loans, Credit Builder Loans, Car Loans, Home Improvement Loans, Wedding Loans, Emergency Loans, and Business Loans. The company also offers insurance products including Life Insurance and Income Protection. All loan products are brokered through the company's proprietary technology platform that matches applicants with appropriate lenders based on their circumstances, credit profile, and borrowing requirements. The company is FCA regulated and acts as a credit broker, not a direct lender.

Differentiator

Problem solved

Functional benefit

Products and services

• Loan Brokerage Platform

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Believe Advisor LimitedcoreStrategic or Co-development PartnerParent/authorizing company. Believe Loans Ltd and Believe Protect Ltd are Appointed Representatives of Believe Advisor Limited, which is authorised and regulated by the Financial Conduct Authority (FCA number 841395).

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Evolution Money: UK specialist secured-loan broker focused on homeowners and customers with adverse credit. Comparable in secured-loan emphasis, panel-based lending and specialist underwriting positioning.
• Ocean Finance: UK-based loan broker offering personal, secured and homeowner loans through a panel of lenders. Highly comparable business model, customer segment (all credit profiles) and product mix, including bad-credit lending.
• MyLoan.co.uk: UK online loan broker arranging personal and homeowner loans from a lender panel. Comparable digital self-serve funnel, soft-search pre-eligibility and commission-based revenue model.
• Bamboo Loans: UK online broker arranging personal and bad-credit loans through a panel of specialist lenders. Comparable customer target (near-prime and sub-prime borrowers) and soft-search eligibility model.
• Fluent Money: UK specialist lender/broker offering secured and homeowner loans to customers with varied credit profiles. Comparable product mix and target borrower, with hybrid direct-lending and broker-style distribution.
• Solution Loans: UK loan broker offering personal and guarantor loans via a lender panel. Comparable broker economics, online application funnel and bad-credit lending exposure.
• Norton Finance: UK loan broker providing personal, secured, bridging and bad-credit loans sourced from a panel of lenders. Directly comparable in product breadth, target customer (impaired credit) and FCA-regulated intermediary model.

Broad incumbents

• Shawbrook Bank: UK specialist challenger bank providing secured, bridging and personal loans. Listed as a panel lender for Believe Money; directly comparable in product range but operates as a capital-holding lender rather than intermediary.
• Moneybarn: UK specialist vehicle finance lender serving near-prime and sub-prime consumers. Comparable customer base and credit-risk appetite, but operates as a direct lender rather than a broker.
• MoneySupermarket Group: UK price-comparison platform covering loans, insurance and other financial products. Not a direct broker but a competing acquisition channel for the same consumer loan-intent search traffic.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

Funding overview

Funding rounds

Investors

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 Believe Money Group