etika
etika is a Manchester-headquartered fintech that provides interest-free consumer lending and insurance premium funding to merchants and brokers across Australia, New Zealand, and the UK via a proprietary platform and embedded partner integrations.
- Company typePrivate
- Founded2012
- HeadquartersManchester, United Kingdom
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What etika does
etika is a regulated consumer-finance fintech that delivers interest-free instalment lending and insurance premium funding through merchant and broker partners across Australia, New Zealand, and the United Kingdom. Its two core products are point-of-sale Interest Free Finance, which spreads retail purchases into weekly, fortnightly, or monthly instalments of up to 60 months with no interest or consumer fees, and Insurance Premium Funding, which finances general insurance premiums over up to 12 monthly instalments. The company operates through etika Australia Pty Ltd (ASIC credit licence 569014, ABN 29629009025), etika Finance UK Ltd (FCA registration 697658, Companies House 07440512), and a wholly-owned Australian loan SPV, with regional headquarters in Sydney and Manchester.
The underlying platform is proprietary and built in-house, exposed via a public developer API (developer.etika.com) and native integrations with Magento, WooCommerce, and Drupal. It supports both end-consumer loan management (consumer portal and mobile app) and merchant operations (merchant portal, automated settlements, refunds, and branded customer journeys), and automates insurance premium funding workflows — activations, cancellations, and mid-term endorsements — without manual intervention. Distribution is multi-channel: embedded at online checkout through merchant partners, in-store at authorised retailers, and via telesales, supplemented by a direct consumer portal.
Commercially, etika generates revenue primarily through per-transaction merchant fees with no set-up or integration charges for merchants, supplemented historically by a $10 monthly service charge on a now-discontinued Continuing Credit Facility product. The company assumes approved-customer non-payment risk on every transaction, meaning revenue is a function of loan-book volume and merchant turnover rather than consumer interest income. It positions around ethical, transparent lending (no interest, no late fees, explicit financial-hardship support), and serves flagship enterprise partners including AIA Australia and AIA New Zealand under a co-contribution model, alongside a long tail of retail merchants.
etika firmographics
Firmographics- Name
- etika
- Legal name
- etika Finance UK Ltd
- Website
- https://etika.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- etika is a Manchester-headquartered fintech that provides interest-free consumer lending and insurance premium funding to merchants and brokers across Australia, New Zealand, and the UK via a proprietary platform and embedded partner integrations.
- Ownership category
- akta.pro rank
Where etika is headquartered
LocationHeadquarters
- HQ city
- Manchester
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
etika business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Merchant Transaction Fees: etika charges merchants a fee on each transaction processed through their platform. There are no set-up or integration costs for merchants. This is the primary revenue stream from the merchant partner channel.
- Monthly Service Charges: For the Continuing Credit Facility product, a $10.00 monthly service charge is applied until the customer has repaid the full balance. This recurring revenue stream applies to certain legacy products.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | No upfront costs for merchants; transaction-based fee model |
| Other | Monthly | Consumer interest-free loans with flexible terms up to 60 months |
| Subscription | Monthly | Continuing Credit Facility with $10 monthly service charge |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
etika product offering
Product offeringCore offering
etika provides interest-free consumer finance and insurance premium funding products, distributed through a network of merchant partners. Merchants embed etika's finance solutions into their e-commerce stores, in-store point-of-sale, or telesales channels, enabling end consumers to spread the cost of purchases or insurance premiums via instalment payments. The offering is delivered through etika's proprietary in-house digital lending platform with full API integration capabilities.
Product overview
etika is a financial services company operating across Australia, New Zealand, and the United Kingdom, offering a portfolio of two core product lines: Interest Free Finance and Insurance Premium Funding. Interest Free Finance is a point-of-sale consumer lending product that enables merchant partners to offer their customers interest-free instalment payments for purchases, available through online, in-store, and telesales channels. Insurance Premium Funding allows consumers and businesses to spread the cost of general insurance premiums over monthly instalments of up to 12 months. Both products are delivered through etika's proprietary in-house platform and supported by a merchant portal and consumer-facing app. The company operates via a network of trusted business partners (merchants) and assumes all approved customer non-payment risk on every transaction.
Differentiator
Problem solved
Functional benefit
Products and services
- Interest Free Finance
- Insurance Premium Funding
Quantifiable outcome
- Approximately 90% conversion rate on finance applications
- +2 more outcomes
Companies that use etika
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles4 records
etika technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature3 records
etika partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- AIA AustraliacorePartnership with AIA Australia to provide customised finance solutions across multiple regions. AIA Vitality programme allows members to obtain an Apple Watch with etika financing, where AIA makes a co-contribution to the loan repayment. This is a flagship co-contribution programme incentivising healthy behaviour.
- AIA New ZealandcoreSimilar partnership with AIA New Zealand for the AIA Vitality Apple Watch benefit. AIA NZ makes co-contribution payments towards the etika loan for members who meet activity targets. Members contact AIA first for points/contribution disputes.
Scale indicators3 records
Recent moves6 records
Expansion highlights4 records
etika competitors and assessment
Company assessmentDirect peers
- Afterpay (Block): Block-owned BNPL pioneer offering interest-free point-of-sale instalment payments to merchants and consumers across Australia, the UK, the US and Europe. Directly comparable to etika on product (interest-free POS instalments), merchant-funded economics and multi-country footprint.
- Zip Co: ASX-listed BNPL provider with operations in Australia, New Zealand, the US and the UK, offering interest-free and interest-bearing instalment products to merchants and consumers. Closely comparable on geography (AU/NZ/UK overlap), product mix and merchant-funded model.
- Klarna: Global BNPL and embedded payments network operating Pay in 4 and longer instalment products across Europe, the US and Australia. Comparable to etika on Pay-in-Long-Term interest-free instalments and merchant-funded economics, though at materially larger scale.
- Affirm: US-listed POS lending platform offering interest-free and interest-bearing instalment financing at merchant checkout. Directly comparable on POS lending mechanics, API-first merchant integration and merchant-funded take-rate economics.
- Humm Group: Australia and New Zealand-focused BNPL provider offering interest-free instalment plans at retail point of sale. Strongly comparable to etika on geographic focus (AU/NZ), product (interest-free POS finance) and merchant channel model.
- Openpay: Australia-based POS credit provider offering interest-free and interest-bearing plans for retail, healthcare and automotive merchants. Comparable to etika on interest-free POS lending, Australian regulatory exposure and merchant-funded economics.
- LatitudePay (Latitude Financial Services): BNPL product from Latitude Financial Services offering interest-free instalment payments in Australia and New Zealand. Comparable to etika on AU/NZ interest-free POS focus, regulated consumer credit status and merchant-funded model.
- Sezzle: US-listed BNPL platform with international expansion offering interest-free Pay-in-4 and longer instalment products. Comparable to etika on interest-free POS finance mechanics and merchant-funded take-rate, though Sezzle operates at larger scale.
- Epsilon Funding (Premium Funding): Australian specialist premium funding provider offering finance for general insurance premiums on monthly instalment terms. Directly comparable to etika on insurance premium funding product, Australian regulatory environment and broker distribution model.
Regional players
- PayRight: Australia-focused BNPL provider offering interest-free instalment plans for retail, education and healthcare merchants. Comparable to etika on interest-free POS lending and Australian-only focus, though etika's UK/NZ footprint is broader.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
etika social profiles
Digital presenceetika compliance and trust
Trust signalCompliance6 records
etika financial estimates
Financial estimateRevenue estimate
Valuation estimate
etika leadership team
Management profileNumber of profiles
Profiles5 records
etika subsidiaries and ownership
Company hierarchySubsidiaries1 record
etika funding detail
Funding detailFunding overview
Funding rounds2 records
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
etika 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 etika
What does etika do?
etika provides interest-free consumer finance and insurance premium funding products, distributed through a network of merchant partners. Merchants embed etika's finance solutions into their e-commerce stores, in-store point-of-sale, or telesales channels, enabling end consumers to spread the cost of purchases or insurance premiums via instalment payments. The offering is delivered through etika's proprietary in-house digital lending platform with full API integration capabilities.
Is etika a public or private company?
etika is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was etika founded?
etika was founded in 2012. It employs 11 to 50 people.
Where is etika based?
etika is headquartered in Manchester, United Kingdom, in the Europe region.
How does etika make money?
Two revenue lines are on record. Merchant Transaction Fees are the primary driver. The others are monthly Service Charges.
Who are etika's main competitors?
Direct peers on record are Afterpay (Block), Zip Co, Klarna, Affirm, Humm Group, Openpay, LatitudePay (Latitude Financial Services), Sezzle and Epsilon Funding (Premium Funding). PayRight is listed as a regional player.
Does etika have an API?
Yes. etika offers a public API enabling partners to integrate its finance solutions (interest free finance and insurance premium funding) into their platforms. Activations, cancellations, and mid-term endorsement premium decreases are fully automated via the APIs. The company has built and supports its own platform in-house. Developer documentation is at developer.etika.com.