Sunny
- Company typePrivate
- Founded2022
- HeadquartersLondon, United Kingdom
- Headcount101–250
- GTM typeB2C
- OfferingServices
Sunny firmographics
Firmographics- Name
- Sunny
- Legal name
- Upward Finance Limited
- Website
- https://sunny.co.uk
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Ownership category
- akta.pro rank
Sunny industry classification
Industry- Product category
- Credit Broking Services
- NAICS
- Mortgage and Nonmortgage Loan Brokers (52231), Mortgage and Nonmortgage Loan Brokers (522310)
- SIC
- Loan Brokers (6163)
- akta.pro primary industry
- Short-Term Credit Broking & Lead Generation (FSAKAMAN)
- akta.pro secondary industry
- Emergency & Short-Term Installment Personal Loans (Unsecured) (FSAKAAAH)
Keywords
Where Sunny is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Sunny business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure, Others
Revenue model
- Lender Referral Commission: Sunny charges no fees to customers. Revenue is generated when customers complete loan applications with matched lenders - lenders pay Sunny a referral commission. This is a transaction-based model where the company earns when customers successfully obtain loans from their lender panel.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Monthly | Short-term loans ranging from £100 to £2,500 with repayment terms of 3 to 36 months |
Go-to-market motion2 records
Distribution channels1 record
Marketing channels4 records
Sunny product offering
Product offeringCore offering
Sunny is a UK credit broker that matches individual borrowers with a panel of 30+ FCA-authorised lenders for short-term loans ranging from £100 to £2,500, repaid over 3 to 36 months. The service is delivered entirely online via sunny.co.uk, using soft search technology to check eligibility across multiple lenders at once without impacting the applicant's credit score, with instant quote decisions and same-day funding.
Product overview
Sunny is a credit broker operating as a registered trading name of Upward Finance Limited, an appointed representative of Flux Funding Limited. Rather than lending directly, Sunny operates a matching platform that connects UK borrowers with a panel of 30+ FCA-authorised lenders offering short-term loans. The core product is the Short Term Loan service (£100-£2,500, 3-36 months), supported by specialised sub-products including Bad Credit Loans, Emergency Loans, Instant Loans, Same Day Loans, Quick Loans, and Cash Loans. The product line also includes term-specific offerings such as 3 Month Loans, 6 Month Loans, 12 Month Loans, and Instalment Loans. Additional offerings include No Guarantor Loans and Small Loans for targeted borrowing needs. The platform differentiates through soft credit search technology that checks eligibility across multiple lenders simultaneously without affecting credit scores, combined with FCA regulatory compliance and Open Banking integration for affordability verification.
Differentiator
Problem solved
Functional benefit
Products and services
- Short-Term Loan Brokerage Core broking service that matches individual UK consumers with FCA-authorised lenders for short-term instalment loans of £100–£2,500 repaid over 3 to 36 months, using soft-search eligibility checks and instant quote decisions with same-day funding.
- Bad Credit Loan Matching Specialist matching service for applicants with impaired credit histories (CCJs, defaults, missed payments), routing them to lenders in the panel that assess current affordability rather than relying solely on credit history.
- Emergency Loan Matching Urgent short-term loan matching for unexpected expenses such as boiler, car, plumbing, vet, dental, appliance, or phone bills, with same-day funding and 15-minute typical transfer times via Faster Payments.
Quantifiable outcome
- 89% approval rate through Sunny vs 23% when applying direct to a single lender
- +3 more outcomes
Companies that use Sunny
Customer profileNamed customers2 records
Segments1 record
Ideal customer profiles1 record
Sunny technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature3 records
Sunny partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Flux Funding LimitedcorePrincipal FCA-authorised entity (FRN 806333) that Sunny (Upward Finance Limited) is an Appointed Representative of. Sunny operates as the consumer-facing brand under Flux Funding's regulatory authorisation. Flux Funding is registered in England and Wales (company number 10985517) with office at Newgate House, Newgate Street, Chester, CH1 1DE.
- TransUnion (formerly Callcredit)coreCredit reference agency used for matching applicants to lenders in Sunny's network. TransUnion provides credit data and scoring services to help lenders assess borrower eligibility and affordability.
- Lenders Panel (30+ FCA-authorised lenders)corePanel of over 30 FCA-authorised direct lenders including Choosewisely Limited, Evergreen Finance London Limited, Everything Financial Technologies Limited, Fund Ourselves Limited, Gain Credit LLC, Loans 2 Go Limited, Monevo Limited, Nouveau Finance Limited, PDL Finance Limited, Quint Group Limited, and others. These lenders offer short-term loans ranging from £100-£2,500 with terms of 3-36 months.
- Financial Ombudsman ServiceminorUK regulatory body that provides free, independent dispute resolution for financial complaints. Customers who cannot resolve complaints directly with Sunny or their lender can escalate to the Financial Ombudsman.
Scale indicators8 records
Recent moves6 records
Expansion highlights5 records
Sunny competitors and assessment
Company assessmentDirect peers
- Choosewisely: UK credit broker that compares short-term, personal, and guarantor loans across a panel of lenders using a soft-search eligibility model. Directly comparable to Sunny in target customer (subprime/near-prime UK borrowers), loan size range, and broker commission revenue model, and appears on Sunny's own lender panel.
- Monevo: UK-based credit broker and lending marketplace operating a soft-search personal loan eligibility platform connecting borrowers with multiple lenders. Highly comparable to Sunny on product (online personal/short-term loan brokerage), customer base, and revenue model, and is itself a panel partner.
- QuidMarket: UK short-term loan broker specialising in bad credit and small-sum instalment lending through a panel of FCA-authorised lenders. Directly comparable on customer segment (non-prime UK borrowers), product range, and credit-broking GTM.
- Cashfloat: UK short-term and instalment loan broker targeting emergency borrowing needs with same-day funding and soft-search eligibility checks. Comparable to Sunny on ticket size, target customer, and fast-funding operational model.
- Likely Loans: UK credit broker focused on short-term and instalment loans for borrowers with imperfect credit histories. Comparable to Sunny in serving the rejected-by-banks segment through a panel of alternative lenders.
- Dot Dot Loans: UK short-term loan broker offering instalment-style borrowing from £200 to £1,000 for non-prime borrowers. Comparable to Sunny on customer profile, product structure, and FCA-regulated broking model.
- 247 Moneybox: UK 24/7 short-term credit broker offering same-day funding for emergency borrowing from a panel of FCA-authorised lenders. Comparable to Sunny on 24/7 digital distribution, speed of funding, and credit-broking revenue model.
Broad incumbents
- MoneySupermarket Group: UK's largest financial price comparison platform covering loans, credit cards, insurance, and banking. Comparable to Sunny as a credit comparison intermediary, but operates a much broader portfolio across many financial product categories and customer segments rather than specialising in non-prime short-term lending.
- Compare the Market: UK price comparison platform offering loan, credit card, and broader financial product comparison. Comparable in being a credit-comparison intermediary but with significantly wider product scope and a more mainstream customer base than Sunny.
Emerging players
- Lending Works: UK peer-to-peer consumer lending platform offering personal loans to creditworthy borrowers. Comparable in UK consumer credit distribution, but operates a marketplace lending model with capital deployed on its own balance sheet, distinguishing it from Sunny's pure broker model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Sunny social profiles
Digital presenceSunny compliance and trust
Trust signalCompliance3 records
Sunny financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sunny leadership team
Management profileNumber of profiles
Sunny funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sunny 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 Sunny
What does Sunny do?
Sunny is a UK credit broker that matches individual borrowers with a panel of 30+ FCA-authorised lenders for short-term loans ranging from £100 to £2,500, repaid over 3 to 36 months. The service is delivered entirely online via sunny.co.uk, using soft search technology to check eligibility across multiple lenders at once without impacting the applicant's credit score, with instant quote decisions and same-day funding.
Is Sunny a public or private company?
Sunny is a private company. It is classified as unknown and is currently operating.
When was Sunny founded?
Sunny was founded in 2022. It employs 101 to 250 people.
Where is Sunny based?
Sunny is headquartered in London, United Kingdom, in the Europe region.
How does Sunny make money?
One revenue line is on record: lender Referral Commission.
Who are Sunny's main competitors?
Direct peers on record are Choosewisely, Monevo, QuidMarket, Cashfloat, Likely Loans, Dot Dot Loans and 247 Moneybox. Broad incumbents are MoneySupermarket Group and Compare the Market. Lending Works is listed as an emerging player.
Does Sunny have an API?
No public API is recorded for Sunny.
What industry is Sunny in?
Sunny's product category is Credit Broking Services. Its primary akta.pro industry code is FSAKAMAN, Short-Term Credit Broking & Lead Generation, with a secondary code of FSAKAAAH, Emergency & Short-Term Installment Personal Loans (Unsecured). Its NAICS code is 52231 and its SIC code is 6163.