What First Response Finance does

First Response Finance Limited is a UK-regulated specialist consumer vehicle finance provider, founded in 1999 and operating as a wholly owned subsidiary of ITOCHU Europe PLC. The company provides Hire Purchase (HP) agreements for cars, vans and motorbikes, with loan amounts of £2,000-£15,000 over 18-61 months at a representative APR of 28.9%-30.9%. Its distinctive positioning is subprime specialisation: it underwrites applicants with CCJs, defaults, IVAs, bankruptcy histories and limited credit, prioritising current affordability over past credit. Supporting technology comprises a soft-search online quote engine, Experian credit bureau integration, and eSign documentation enabling paperless processing, with no proprietary AI/ML underwriting disclosed.

The firm operates a hybrid go-to-market: direct-to-consumer via an online application and a Deal Making team, plus a channel network of approximately 3,000 FCA-authorised UK motor dealerships. It has offices in Nottingham (Chilwell headquarters), Leigh, and Glasgow, with city-specific digital presence across 14 UK cities. Revenue is generated through interest embedded in HP agreements, with possible dealer commissions on introduced business, and a small adjacent personal loans product for existing approved customers. Disclosed turnover exceeds £87m (FY ending 31 March) with 300,000+ lifetime customers and a 4.9/5 Feefo rating across 2,256 verified reviews; the company has won six consecutive Feefo Platinum Trusted Service Awards and multiple Consumer Credit Awards, including 2024 Best Car Finance Provider and 2024 Sub-Prime Finance Provider of the Year.

Name

First Response Finance

Legal name

First Response Finance Ltd.

Website

https://firstresponsefinance.co.uk

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

251–500 employees

Short description

UK-regulated specialist vehicle finance lender providing Hire Purchase agreements for cars, vans and motorbikes, focused on subprime consumers with imperfect credit, distributing via a 3,000-strong FCA-authorised dealership network and direct online channels.

Ownership category

akta.pro rank

Product category

Consumer Vehicle Finance

NAICS

Sales Financing (52222)

akta.pro primary industry

New & Used Auto Purchase Loans (FSAKADAA)

akta.pro secondary industries

Fleet & Commercial Vehicle Finance (FSAKADAE), Subprime Auto Title Lending (FSAKAOAB)

Keywords

• Vehicle finance lending
• Hire purchase agreements
• Subprime auto lending
• Bad credit car finance
• Consumer vehicle loans

Headquarters

HQ city

Chilwell

HQ country

United Kingdom

HQ region

Europe

Offices14 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Hire Purchase Vehicle Finance: First Response Finance provides Hire Purchase (HP) agreements for vehicles where customers borrow money to purchase a car, van, or motorbike. The loan is secured against the vehicle, and customers make fixed weekly or monthly repayments over an agreed period (18-61 months). Once the final payment is made, the customer legally owns the vehicle. Revenue is generated through interest charges embedded in the APR, which is typically between 28.9% and 30.9% representative APR. The company may also receive commissions from dealerships for introducing business.
2. Personal Loans (Existing Customers): Personal loans offered to existing customers, where approved customers receive money transferred directly into their bank account for discretionary spending.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

First Response Finance provides Hire Purchase (HP) vehicle finance to UK consumers, funding cars, vans, and motorbikes via fixed weekly or monthly repayments over 18–61 months, with the vehicle serving as security. It specializes in subprime lending, underwriting applicants with CCJs, defaults, IVAs, bankruptcy history, and limited credit by assessing current affordability rather than past credit. The company also extends personal loans to existing customers and distributes through a network of approximately 3,000 FCA-authorized dealerships.

Product overview

First Response Finance is a specialist vehicle finance lender offering Hire Purchase (HP) agreements for cars, vans, and motorbikes. The core product is car finance, which includes sub-products for bad credit customers (CCJ, IVA, bankruptcy, student, and refused finance), electric and hybrid vehicles, and used cars. The company also provides van finance (including bad credit, electric, and self-employed options) and motorbike finance (including 125cc and electric options). Additional offerings include personal loans for existing customers and online tools such as finance calculators and eligibility checkers. Finance is provided exclusively through FCA-authorized dealerships with loan amounts ranging from £2,000 to £15,000 and repayment terms between 18-61 months.

Differentiator

Problem solved

Functional benefit

Brands

• Motopeople: A new sub-brand introduced in 2026 with the same people-first approach as First Response Finance.

Products and services

• Car Finance Hire Purchase (HP) agreement for purchasing cars, where the finance is secured against the vehicle. Customers make fixed weekly or monthly repayments over an agreed period and become the legal owner once the final payment is made. Available for first cars, family vehicles, seven-seaters, and used cars.
• Bad Credit Car Finance Specialist car finance for customers with poor credit history, including those with CCJs, IVAs, defaults, or bankruptcy. The company assesses current situation and affordability rather than relying solely on past credit history.
• Van Finance Finance options for vans covering almost any make and model available in the UK, including standard van finance, bad credit van finance, electric van finance, and self-employed van finance.
• Motorbike Finance Finance for motorcycles, including 125cc learner-legal bikes, electric motorbikes, and bad credit options. Provided since 2004.
• Personal Loans Personal loans offered to existing customers, where if approved, funds are transferred directly into the customer's bank account for discretionary spending.

Quantifiable outcome

• 300,000+ customers served
• +4 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• ExperiancoreTechnology or IntegrationFirst Response Finance uses Experian, one of the UK's top credit reference agencies, to run credit checks. This helps assess customer credit history as part of the approval process for vehicle finance applications.
• Magic BreakfastminorOthersCharity committed to ensuring children have a healthy and nutritious breakfast every day. First Response Finance supports through donations and staff fundraising activities.
• The Trussell TrustminorOthersCharity aiming to stop UK hunger. First Response Finance supports through donations and food drives organized by staff members.
• Shred-itminorOthersUsed for secure paper shredding and document destruction services as part of the company's sustainability and data security practices.
• BiffaminorOthersUsed for waste management and additional recycling services as part of the company's sustainability initiatives.

Scale indicators6 records

Recent moves3 records

Expansion highlights6 records

Direct peers

• MotoNovo Finance: One of the largest UK specialist motor finance providers, owned by First Bancorp and specialising in new and used car finance across prime and near-prime segments. Direct competitor to FRF in the dealer-introduced vehicle finance channel.
• Moneybarn: UK specialist vehicle finance lender focused on subprime and non-prime borrowers, offering car and van finance through a dealer network. Closely comparable to FRF's core bad-credit Hire Purchase model.
• Blue Motor Finance: UK subprime motor finance lender operating primarily through dealer partnerships with Hire Purchase agreements. Direct competitor serving similar bad-credit customer segments.
• Oodle Car Finance: UK car finance specialist serving customers with imperfect credit histories through HP agreements introduced via dealerships. Operates in the same niche subprime dealer-introduced segment as FRF.
• CarMoney: UK specialist car finance broker/lender focused on helping customers with poor credit obtain vehicle finance. Comparable business model — D2C origination, soft search, HP product, dealer payout structure.
• Zopa: UK digital bank and consumer lender that has expanded into car finance alongside its personal loans and savings products. Comparable in D2C origination technology and lending infrastructure, though broader in product scope.
• CarFinance 247: UK car finance broker panel-led business connecting customers — including those with imperfect credit — with a panel of lenders including HP providers. Comparable D2C origination model and subprime specialty, though operating primarily as a broker rather than principal lender.

Broad incumbents

• Black Horse (Lloyds Banking Group): UK motor finance arm of Lloyds Banking Group serving dealerships and consumers across the credit spectrum. A much larger incumbent with broader dealer relationships, though it serves primarily prime borrowers rather than FRF's subprime niche.
• Admiral Money (Admiral Group): UK consumer finance arm of Admiral Group offering car finance, personal loans and credit cards. Broader incumbent with cross-sell from its dominant UK car insurance base, but a secondary player in subprime motor finance.

Others

• Auto Trader (finance offerings): UK's largest automotive marketplace, which has built car finance comparison and origination products. An enabling platform with overlap in customer funnel rather than a direct lending competitor; relevant as a distribution/aggregation channel.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/FirstResFinance

Compliance5 records

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 First Response Finance