What Ratio does

Ratio is a Fintech software company founded in 2013 and headquartered in Bournemouth, United Kingdom, with operations extending to the United States. The company builds comparison and conversion technology for personal finance and embedded lending workflows, anchored by the Choose Wisely consumer comparison platform and the ProTools processing engine. The product portfolio spans the full customer journey, including Remora (an AI/ML-powered on-site conversion tool for e-commerce), Switch & AutoSave (a savings and switching utility), ClearChoice, Carter, Ratio Pi, and Ratio Champagne. The company operates with an 11–50 employee base and launched from stealth in 2022 to reposition itself as a US-based B2B lendtech.

Ratio generates revenue through two primary streams: commission income from financial product comparison and switching (transaction-fee model), and recurring revenue from embedded BNPL products funded through a $100 million debt warehouse extension. Its go-to-market is sales-led and bifurcated: direct B2B enterprise sales target financial services companies and e-commerce platforms for embedded lending and conversion solutions, while direct-to-consumer self-service channels distribute the comparison tools. In April 2026, the company raised $15.8 million in venture financing from Streamlined Ventures, Cervin Ventures, HoneyStone Ventures, Monte Carlo Capital, Jarvis Investments, and Sandhill Angels, with proceeds earmarked for an AI agents product roadmap that includes the AI Proposal Agent (currently in beta). The company reports 349% year-over-year ARR growth ending 2025 and approximately £56 billion in average annual loan applications processed through its API.

The company's core technology stack includes proprietary comparison software, an API-driven loan search journey, and AI capabilities applied to B2B proposal generation (text modality) and e-commerce conversion. Notable industry recognition includes The Sunday Times Tech Track ranking (93rd, 2017), a Lending Awards Gamechanger designation in the Consumer Choice category (2018), and regional recognition through the Dorset Business Awards, Insider International Awards, and Venus Awards. Ratio Limited is registered with the UK Information Commissioner's Office (ZA149417) and holds memberships with Innovate Finance and Tech Nation, anchoring its regulatory and industry positioning within UK fintech.

Name

Ratio

Legal name

Ratio Limited

Website

https://ratio.co.uk

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Ratio is a UK-based Fintech software company that builds comparison and embedded lending technology, serving financial services firms, e-commerce platforms, and consumers via its Choose Wisely platform, ProTools engine, and B2B AI-driven BNPL and proposal tools.

Ownership category

akta.pro rank

Product category

Financial Technology Software

NAICS

Mortgage and Nonmortgage Loan Brokers (522310), Sales Financing (522220)

SIC

Loan Brokers (6163), Mortgage Bankers & Loan Correspondents (6162)

akta.pro primary industry

Embedded Lending & Credit (POS, Working Capital, Credit Lines) (FSAGALAD)

akta.pro secondary industries

Multi-Loan / Multi-Creditor Consolidation Loans (FSAKAIAD), Debt Management & Paydown (Student Loans, Credit Cards) (FSAGADAD), SME Credit Risk, Underwriting & Financial Data (B2B Fintech Data/Decisioning) (FSAGAJAM)

Keywords

• Financial comparison software
• Embedded lending platform
• BNPL technology solutions
• AI lending agents
• Fintech SaaS products

Headquarters

HQ city

Bournemouth

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. Embedded BNPL Services: Embedded BNPL product funded through debt warehouse lending capacity to fund customer contracts
2. Commission from Financial Products: Financial product comparison and switching services

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Ratio is a fintech software company that builds comparison, lending, and conversion tools for the financial services and e-commerce sectors. Its portfolio includes the Choose Wisely personal finance comparison site, ProTools comparison engine, Remora on-site conversion tool, Switch & AutoSave loyalty tool, embedded BNPL product, and the AI Proposal Agent for B2B lending.

Product overview

Ratio is a fintech software company offering a portfolio of financial products across the customer journey. The core offering consists of Choose Wisely (personal finance comparison site) supported by ProTools (fast processing software). Additional products include Remora (AI-powered e-commerce conversion tool), Switch & AutoSave (loyalty and savings tool), ClearChoice, Carter, Ratio Pi, and Ratio Champagne. The company also offers embedded lending solutions including an AI Proposal Agent (in beta) and embedded BNPL products. An earlier product called Briefd (FMCG market) was discontinued. The company operates primarily in the UK and US markets.

Differentiator

Problem solved

Functional benefit

Brands

• Choose Wisely: Personal finance comparison site supported by ProTools software
• Briefd
• ClearChoice
• Choose Wisely ProTools
• Switch & AutoSave
• Carter
• Ratio Pi
• Remora
• Ratio Champagne

Products and services

• Choose Wisely A personal finance comparison website that helps individual consumers compare lending and financial products such as loans and credit options.
• ProTools

Quantifiable outcome

• AI Proposal Agent increases close rates by 30% and ACV by 25%
• +3 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature4 records

Partnerships

Two partnerships are on record.

• Innovate FinanceOthers
• Tech NationOthers

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Klarna: Global BNPL leader offering embedded checkout credit. Directly competes with Ratio's embedded BNPL product for e-commerce distribution and lender-funded warehouse economics.
• Affirm: US-headquartered BNPL provider with embedded merchant financing and a proprietary tech stack. Competes for the same e-commerce merchant partnerships Ratio targets.
• ClearScore: UK personal finance comparison platform (credit cards, loans) backed by broad credit-bureau data. Closest direct competitor to Choose Wisely in the UK market.
• Zopa: UK digital bank and consumer lender offering personal loans, credit cards and savings. Competes with Ratio on both the lending-aggregation and embedded-credit dimensions.

Broad incumbents

• MoneySupermarket Group: UK-listed price comparison group covering insurance, money and home services. A scaled incumbent in the same comparison/lead-generation space as Choose Wisely.
• Compare the Market: Major UK comparison site for financial products including loans and credit cards. Competes for the same UK consumer comparison traffic as Choose Wisely.
• Credit Karma: Personal finance platform using credit data to recommend products. Closely comparable to Choose Wisely's comparison-and-switching proposition, though at much larger scale.
• Stripe Capital: Embedded lending (working capital, capital advances) within the Stripe payments stack. A reference point for the embedded-credit / merchant-financing thesis Ratio is pursuing.

Emerging players

• Salt Edge: Open-banking and financial data API provider. Comparable to Ratio's API-driven loan search and data aggregation layer.
• Plum: UK fintech using AI to automate consumer savings and product switching. Adjacent competitor in AI-driven personal finance decisioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/RatioNetwork
• GitHubgithub.com/rationetwork
• Facebookfacebook.com/286388444740922
• LinkedInlinkedin.com/company/ratio-network
• Instagraminstagram.com/rationetwork

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Ratio