What Deko does

Deko (trading name of NewDay Technology Ltd, registered in England and Wales, company number 08812602) operates the UK's only multi-lender retail finance platform for eCommerce merchants. Founded in 2008 and headquartered in London, Deko aggregates a panel of 15+ finance providers behind a single checkout integration, automatically routing applicants to alternative lenders if the first declines — a positioning the company explicitly cites as unique within the UK. The platform supports multiple credit products: Pay Monthly for baskets of £250-£25,000, Pay in 3 interest-free instalments, Pay in 4 (via partner Zip), and a Digital Credit account product (Newpay) for repeat spending, layered with a 'Will I Qualify' soft-eligibility check and a Tier 2 lending module.

The underlying technology is a multi-tenant integration layer with pre-built plugins for Shopify, Magento, WooCommerce, WordPress, OpenCart, BigCommerce, CS-Cart, PrestaShop, and Craft Commerce, plus a documented developer API at docs.dekopay.com and a merchant Backoffice at secure.dekopay.com. The acquisition of Imegamedia in August 2021 explicitly expanded integration capability, and management reports 500+ active merchants using the platform across verticals including home, electronics, jewellery, automotive, veterinary, sports and leisure, wellbeing, and education/training.

Deko earns revenue through transaction-based take rates as a regulated credit broker; it operates as an Appointed Representative of NewDay Cards Ltd, which is FCA-authorised (FRN 682417). The go-to-market is hybrid — direct enterprise sales plus channel-led distribution via eCommerce platform partnerships — and the company is privately held within the broader NewDay group, with no disclosed funding since 2016 and no public revenue figures. Customer outcomes cited include checkout sales increases of up to 30%, credit acceptance rate uplifts of 7.5-25%, and reported revenue lifts of 40% month-on-month at named merchant accounts.

Name

Deko

Legal name

NewDay Technology Ltd

Website

https://dekopay.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

51–100 employees

Short description

Deko operates the UK's only multi-lender retail finance platform, aggregating 15+ lenders behind a single eCommerce checkout integration. It serves 500+ merchants across home, jewellery, electronics, leisure, healthcare, and education verticals with Pay Monthly, Pay in 3/4, and Digital Credit products.

Ownership category

akta.pro rank

Product category

Retail Finance / Point-of-Sale Lending Platform

NAICS

Sales Financing (52222), Activities Related to Credit Intermediation (5223)

SIC

Personal Credit Institutions (6141), Miscellaneous Business Credit Institution (6159)

akta.pro primary industry

E-commerce & Digital Checkout Installment Financing (FSAKAFAC)

akta.pro secondary industry

Merchant-Branded Installment Financing (Retailer Private-Label) (FSAKAFAA)

Keywords

• Retail finance platform
• Credit broking services
• Buy now pay later
• Point-of-sale lending
• Multi-lender marketplace

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Credit Broking Services: Deko acts as a credit broker connecting merchants and lenders. The company earns revenue through transaction fees and take rates from merchants for facilitating finance applications. Merchants are paid in full at point of purchase by the provider while customers pay the provider in instalments.
2. Multi-Product Platform Revenue: Revenue generated from multiple finance products including Pay Monthly, Digital Credit, and Pay in 3/Pay in 4 offerings across the lender panel.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels10 records

Core offering

Deko operates a multi-lender retail finance platform that enables UK eCommerce merchants to offer point-of-sale credit products (Pay Monthly, Pay in 3, Newpay digital credit account) at checkout. The company connects 500+ retailers with 15+ lenders through a single integration, acting as a credit broker and technology intermediary. Revenue is generated via transaction fees on financed purchases.

Product overview

Deko operates as the UK's only multi-lender retail finance platform providing a unified checkout finance solution. The core offering consists of the Multi-Lender Platform combined with multiple payment products: Pay Monthly for flexible instalments, Digital Credit (Newpay) for recurring credit accounts, and Pay in 3 for interest-free BNPL. Additional modules include Deko Uplift for approval rate enhancement, Will I Qualify for soft credit eligibility checks, and Tier 2 Lending for extended credit terms. The platform integrates with partner lenders including Zip (Pay in 4) and Snap Finance, all accessible through a merchant Backoffice system and developer API. The December 2022 Craft Commerce integration module and August 2021 Imegamedia acquisition expanded platform integration capabilities.

Differentiator

Problem solved

Functional benefit

Products and services

• Pay Monthly

Quantifiable outcome

• 30% increase in checkout sales
• +6 more outcomes

Named customers10 records

Segments8 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature5 records

Partnerships

Seven partnerships are on record, tiered core.

• ImegamediacoreTechnology or Integration · 18 August 2021Deko acquired 100% of Imegamedia's businesses to expand integration capabilities and accelerate growth. The acquisition supports over 15 finance providers and 500 merchants in retail finance technology, enabling faster installation and enhanced multi-lender platform services.
• ZipcoreTechnology or Integration · 10 February 2021Partnership with personal finance lender Zip accelerated growth of Deko's Pay in 4 product in the BNPL space. With 23.7 million UK consumers using or considering BNPL, the partnership enables merchants to offer Zip's Pay in 4 product with 48-hour merchant approval and instant consumer decisions.
• Snap FinancecoreTechnology or Integration · 10 February 2021Snap Finance partnership continues Deko's multi-lender strategy development, providing additional lending options for merchants and customers.
• ShopifycoreTechnology or IntegrationPre-built integration partnership enabling Shopify merchants to seamlessly embed Deko's retail finance solutions into their online stores.
• MagentocoreTechnology or IntegrationPre-built integration partnership enabling Magento merchants to seamlessly embed Deko's retail finance solutions into their online stores.
• WooCommercecoreTechnology or IntegrationPre-built integration partnership enabling WooCommerce merchants to seamlessly embed Deko's retail finance solutions into their online stores.
• BigCommercecoreTechnology or IntegrationPre-built integration partnership enabling BigCommerce merchants to seamlessly embed Deko's retail finance solutions into their online stores.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Clearpay: Clearpay (owned by Block, Inc., formerly Afterpay) is a leading UK BNPL provider offering interest-free Pay-in-4 instalments at eCommerce checkout. It directly competes with Deko's Pay-in-3/Pay-in-4 products for the same merchant relationships and consumer wallet.
• Affirm: Affirm is a US-headquartered BNPL and installment credit provider expanding into the UK and other markets. It competes with Deko for retailer relationships in higher-ticket verticals (electronics, jewellery, home goods) and offers similar point-of-sale installment financing.
• Klarna: Klarna is the largest global BNPL provider with a strong UK presence, offering Pay-in-3, Pay-in-4, and longer-term installment lending at checkout. It competes head-on with Deko's multi-lender, multi-product platform across retail verticals.
• Laybuy: Laybuy is a UK-origin BNPL provider offering Pay-in-6 weekly instalments at eCommerce checkout. It serves overlapping UK retail merchants and competes for the same consumer base that Deko's multi-lender panel targets.
• Zilch: Zilch is a UK-based BNPL and consumer credit provider offering Pay-in-3, Pay-in-4, and revolving credit at eCommerce checkout. It is a direct competitor in the UK multi-product BNPL space where Deko operates.
• DivideBuy: DivideBuy is a UK-based retail finance platform offering interest-free and interest-bearing instalment credit at eCommerce checkout. It is a direct competitor to Deko in the multi-product UK retail finance space, particularly in furniture, jewellery, and home improvement.

Broad incumbents

• Bread Financial: Bread Financial (formerly Alliance Data) is a major US-based point-of-sale financing and credit provider for retail merchants. Although US-focused, it is a broad incumbent in retail installment financing and provides a comparable scaled competitor to Deko's model.
• PayPal Pay in 3: PayPal Pay in 3 (alongside PayPal Credit) is the BNPL offering of a global payments giant with massive existing merchant distribution. It competes with Deko's Pay-in-3 product but offers it as part of a much broader payments and checkout portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/dekopay
• Facebookfacebook.com/dekopayuk
• LinkedInlinkedin.com/company/dekopay
• Instagraminstagram.com/dekopay

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries1 record

Funding overview

Funding rounds2 records

Investors2 records

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

M&A1 record

Investments

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

Frequently asked questions about Deko