LendingMetrics
LendingMetrics provides automated credit decisioning SaaS to 85+ UK lenders including banks, building societies, credit unions, and fintechs, via its FCA-authorized Auto Decision Platform, credit referencing (Equifax), open banking, and 250+ connected data sources.
- Company typePrivate
- Founded2010
- HeadquartersFareham, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What LendingMetrics does
LendingMetrics (legal entity: Perfect Data Solutions Limited) is a UK-based credit technology company founded in 2010 and headquartered in Fareham, Hampshire. It provides an automated credit decisioning platform — the Auto Decision Platform (ADP) — alongside a portfolio of data services: LendingMetrics Exchange (LMX) for credit referencing in partnership with Equifax, OpenBankVision (OBV) for open banking data integration, and DeeJoop for multi-bureau data deduplication. The platform connects to 250+ data sources and serves 85+ lending organizations across banks, building societies, credit unions, fintechs, specialist lenders, commercial lenders, auto lenders, BNPL providers, and telecoms. ADP features include a no-code decision logic editor, real-time data integration, and 2025 additions (Passive Engines and Replay Module) that allow parallel and historical testing of decisioning strategies without affecting live outcomes. The company is dual-authorized by the FCA (Consumer Credit FRN 730062 and Payment Services/AIS FRN 802559 since 2016), holds ISO 27001:2022 and ISO 9001 certifications, and is privately held under the LMX HoldCo group following a November 2024 LDC investment.
The business operates a B2B enterprise SaaS model with annual subscription contracts and quote-based pricing, distributed through direct field sales supported by business development managers and account management. Revenue streams combine recurring SaaS fees (ADP), credit referencing fees (LMX), and data service subscriptions (OBV, DeeJoop, Data Marketplace). A separate Adaptive Risk Consultancy provides professional services including AI/ML credit risk model development. Customer wins are concentrated in UK building societies and BNPL (humm UK, United Trust Bank, Nottingham Building Society, Leek Building Society, Propensio Finance, LHV Bank), with documented outcomes such as a 20% lending volume increase at Leek Building Society and 300% volume growth at Propensio Finance. Strategic partnerships with BOX Processing and Quotevine extend distribution into loan origination and contract management platforms.
LendingMetrics firmographics
Firmographics- Name
- LendingMetrics
- Legal name
- Perfect Data Solutions Limited
- Website
- https://lendingmetrics.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- LendingMetrics provides automated credit decisioning SaaS to 85+ UK lenders including banks, building societies, credit unions, and fintechs, via its FCA-authorized Auto Decision Platform, credit referencing (Equifax), open banking, and 250+ connected data sources.
- Ownership category
- akta.pro rank
LendingMetrics industry classification
Industry- Product category
- Credit Decisioning Software
- NAICS
- Credit Bureaus (56145), Credit Bureaus (561450), Activities Related to Credit Intermediation (5223)
- SIC
- Services-Consumer Credit Reporting, Collection Agencies (7320)
- akta.pro primary industry
- Consumer Credit Decisioning & Underwriting Platforms (FSAKAKAG)
- akta.pro secondary industries
- Underwriting Automation & Income/Employment Verification (FSAGAHAD), Alternative Data & Credit Scoring (Cashflow, Telco, Utility, Open Banking) (FSAGAHAC), Account Verification & Ownership (AVS/AOV, micro-deposits, auth) (FSAGACAB)
Keywords
Where LendingMetrics is headquartered
LocationHeadquarters
- HQ city
- Fareham
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
LendingMetrics business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Credit Reference Services: LendingMetrics operates as a Credit Reference Agency, licensed by the FCA, providing credit referencing services to financial institutions. They receive personal data from business clients, conduct credit searches via CRAs (primarily Equifax and Experian), and return results in real-time to financial institutions for credit decisions.
- Software as a Service (ADP): The Auto Decision Platform is provided as a SaaS solution enabling automated credit decisioning. The platform is sold to enterprise clients including banks, building societies, and fintechs through direct sales.
- Data Services: Data services including OpenBankVision (open banking), DeeJoop (deduplication), and access to 250+ data sources through the Data Marketplace.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise SaaS pricing |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels5 records
LendingMetrics product offering
Product offeringCore offering
LendingMetrics sells the Auto Decision Platform (ADP), a multi-award-winning SaaS credit decisioning platform that enables lenders to automate credit risk decisioning logic, affordability assessments, fraud checks, and lending decisions. The platform is augmented by data services including DeeJoop (multi-bureau deduplication), OpenBankVision (open banking data), and LendingMetrics Exchange (credit referencing in partnership with Equifax). The offerings target banks, building societies, credit unions, fintechs, and specialist lenders in the UK.
Product overview
LendingMetrics offers a unified credit technology platform with the Auto Decision Platform (ADP) as its core product, complemented by data services (DeeJoop, OpenBankVision, and LendingMetrics Exchange) and professional services. The ADP serves as the central decisioning engine, while the data services layer provides deduplication (DeeJoop), open banking integration (OpenBankVision), and credit referencing (LMX). The platform operates on a modular architecture where lenders can utilise ADP's configurable decision logic editor, passive testing engines, and replay capabilities alongside the data services for comprehensive credit risk assessment. The company is FCA authorised and partnered with Equifax for credit referencing services.
Differentiator
Problem solved
Functional benefit
Brands
- Auto Decision Platform (ADP): Multi-award-winning automated credit decisioning platform
- LendingMetrics Exchange (LMX)
- DeeJoop
- OpenBankVision (OBV)
Products and services
- Auto Decision Platform (ADP) The flagship multi-award-winning automated credit decisioning software that enables lenders to use proprietary data solutions, credit risk data, and open banking solutions to process applications, automate decision logic, testing, and governance. Configurable via a no-code decision logic editor with real-time data integration.
- DeeJoop A data deduplication and consolidation service that eliminates duplicate credit records across multiple credit reference agencies, standardises formats, and consolidates credit information for accurate affordability assessments.
- OpenBankVision (OBV) Open banking data integration service providing a holistic view of customer spending patterns and financial behaviours to support better affordability assessments and vulnerability identification under Consumer Duty.
- LendingMetrics Exchange (LMX) Credit referencing platform providing quality credit referencing and compliance services, partnered with Equifax to deliver credit referencing capabilities for UK-based financial institutions, licensed by the FCA.
- Data Marketplace Platform component providing access to 250+ connected data sources, enabling lenders to build a comprehensive picture of risk through connected data and intelligent automation for credit decisioning.
- Adaptive Risk Consultancy Professional services offering delivering credit risk analysis, AI/ML-based credit risk model development (ECL, EAD, LGD), and design of sophisticated credit risk decisioning processes for lenders under Consumer Duty.
Quantifiable outcome
- Leek Building Society increased lending volumes by 20%
- +3 more outcomes
Companies that use LendingMetrics
Customer profileNamed customers13 records
Segments9 records
Ideal customer profiles2 records
LendingMetrics technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
AI capability4 records
Feature9 records
LendingMetrics partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core.
- EquifaxcoreLendingMetrics is partnered with Equifax to deliver quality credit referencing and compliance services. The company receives credit data from Equifax when conducting credit searches on behalf of financial institution clients.
- BOX ProcessingcoreStrategic integration partnership where LendingMetrics products including the multi-award-winning ADP are integrated with the BOX platform to provide clients with a best-in-class experience. The API integration allows for efficient and seamless assimilation to a tested solution.
- QuotevinecoreIntegration with Quotevine's Luca end-to-end loan and lease contract management platform. The partnership enables IN-SYNC to deliver innovative van financing solutions at scale using LendingMetrics' ADP for automated decision-making combined with Quotevine's contract management capabilities.
- Melton Building SocietycoreSuccessful implementation of ADP and LendingMetrics Exchange (LMX) at Melton Building Society. Transitioning from a manual process, the society streamlined their decisioning and enhanced efficiency across mortgage products.
- Capital Credit UnioncoreCapital Credit Union chose LendingMetrics' ADP for their credit decisioning needs.
- IN-SYNC Credit ServicescoreIN-SYNC Credit Services partnered with LendingMetrics' ADP to deliver an innovative van financing solution for self-employed courier drivers and logistics SMEs. The platform enables immediate decisions on loan applications.
- FleximizecoreFleximize, a digital business lender supporting UK SMEs, commissioned ADP to deliver enhanced underwriting capabilities. The partnership utilizes ADP's universal 3rd party data integrations and unique decision logic editor to increase scale and efficiency.
- GlenhawkcoreGlenhawk partnered with LendingMetrics' ADP for auto-assisted credit decisioning capabilities.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
LendingMetrics competitors and assessment
Company assessmentBroad incumbents
- Experian: Global credit bureau and information services group that serves UK lenders through consumer and business credit reports, analytics, and decisioning platforms (e.g., PowerCurve). Directly comparable to LendingMetrics because it operates as an FCA-licensed credit reference provider and offers decisioning technology to the same UK lender segments, just at much larger scale and broader geographic footprint.
- Moody's Analytics: Large provider of credit risk, regulatory, and decisioning solutions serving global banks, building societies, and lenders with products spanning credit scoring, ECL models, and lending workflow automation. Comparable to LendingMetrics' end-to-end credit decisioning and Adaptive Risk offerings in the credit risk analytics and predictive modeling layers.
- TransUnion: Global information and insights company, including credit reporting and decisioning (DecisionEdge, DataVision). Comparable to LendingMetrics because it serves UK lenders with bureau data and decisioning platforms, and the leadership team at LendingMetrics includes prior Callcredit/TransUnion expertise, making TransUnion a direct functional and former-employer peer.
- Equifax: Global credit bureau that LendingMetrics explicitly partners with for CRA data. Comparable as it provides both credit reference data and decisioning solutions (e.g., InterConnect, NDX) to UK lenders across consumer and commercial segments, overlapping directly with LendingMetrics Exchange and ADP.
- FICO: Global analytics and decisioning software company best known for credit scoring, with FICO Platform and Origination Solutions used by lenders worldwide. Comparable to LendingMetrics' credit decisioning and risk analytics capabilities, including its Adaptive Risk Consultancy and the predictive analytics AI/ML model offerings, but at vastly larger enterprise scale.
Direct peers
- Provenir: AI-powered credit decisioning platform serving banks, fintechs, and specialist lenders globally with no-code decisioning, data orchestration, and risk analytics. Closely comparable to LendingMetrics' ADP and Adaptive Risk offering — both target automated, configurable decisioning for lenders with an emphasis on data integration and ML-driven risk models.
- Creditsafe: UK-based, FCA-licensed credit reference agency providing business and consumer credit reports alongside decisioning tools to UK lenders and corporates. Highly comparable to LendingMetrics as a similarly sized, UK-focused CRA that has expanded into decisioning and analytics services for the same UK lender customer base.
- Encompass Corporation: Corporate KYC, identity, and digital onboarding platform widely used in UK and global banking for automated due diligence, KYB, and AML workflows. Comparable to LendingMetrics' KYC/KYB and AML compliance modules and data orchestration layer, addressing adjacent compliance-driven decisioning workflows for the same regulated lender audience.
- Credit Kudos: UK-based open banking credit reference and decisioning startup (acquired by TransUnion) that historically provided consumer credit scoring using bank transaction data. Comparable to LendingMetrics' OpenBankVision and alternative-data credit decisioning stack, and operating in the same UK CRA / credit decisioning niche.
Emerging players
- Zest AI: AI-driven credit underwriting software company serving lenders with machine-learning scoring and decisioning models. Comparable to LendingMetrics on the AI/ML credit risk analytics layer and the Adaptive Risk Consultancy model catalog direction, though Zest is more US-focused and emphasizes ML model deployment over no-code rule-based decisioning.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights8 records
Customer concentration
LendingMetrics social profiles
Digital presenceLendingMetrics compliance and trust
Trust signalCompliance5 records
LendingMetrics financial estimates
Financial estimateRevenue estimate
Valuation estimate
LendingMetrics leadership team
Management profileNumber of profiles
Profiles10 records
LendingMetrics funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
LendingMetrics 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 LendingMetrics
What does LendingMetrics do?
LendingMetrics sells the Auto Decision Platform (ADP), a multi-award-winning SaaS credit decisioning platform that enables lenders to automate credit risk decisioning logic, affordability assessments, fraud checks, and lending decisions. The platform is augmented by data services including DeeJoop (multi-bureau deduplication), OpenBankVision (open banking data), and LendingMetrics Exchange (credit referencing in partnership with Equifax). The offerings target banks, building societies, credit unions, fintechs, and specialist lenders in the UK.
Is LendingMetrics a public or private company?
LendingMetrics is a private company. It is classified as private equity controlled and is currently operating.
When was LendingMetrics founded?
LendingMetrics was founded in 2010. It employs 11 to 50 people.
Where is LendingMetrics based?
LendingMetrics is headquartered in Fareham, United Kingdom, in the Europe region.
How does LendingMetrics make money?
Three revenue lines are on record. Credit Reference Services are the primary driver. The others are software as a Service (ADP) and data Services.
Who are LendingMetrics's main competitors?
Broad incumbents on record are Experian, Moody's Analytics, TransUnion, Equifax and FICO. Direct peers are Provenir, Creditsafe, Encompass Corporation and Credit Kudos. Zest AI is listed as an emerging player.
Does LendingMetrics have an API?
Yes. LendingMetrics offers an 'openly-connected API suite' that enables seamless integration with third-party platforms. The API integration allows clients to launch quickly and efficiently, with 'openly-connected API suites' specifically mentioned in reference to the BOX Processing partnership. The platform provides universal 3rd party data integrations and a unique decision logic editor, enabling data-driven, automated conclusions in seconds based on customer application information.
What industry is LendingMetrics in?
LendingMetrics's product category is Credit Decisioning Software. Its primary akta.pro industry code is FSAKAKAG, Consumer Credit Decisioning & Underwriting Platforms, with a secondary code of FSAGAHAD, Underwriting Automation & Income/Employment Verification. Its NAICS code is 56145 and its SIC code is 7320.