Sella Personal Credit

What Sella Personal Credit does

Sella Personal Credit S.p.A. is an Italian consumer credit company headquartered in Turin and operating as part of Gruppo Sella (Banca Sella Holding parent; Banca Sella holds 51%). Founded in 1999 under the name Consel and rebranded in October 2018, the company provides personal loans (Prestito Personale) of up to €60,000 with terms of 36 to 120 months, and salary- or pension-backed loans (Cessione del Quinto) with automatic monthly deductions capped at 20% of net income and tenors up to 120 months. The portfolio is complemented by Salvarata loan-protection insurance in four tiers, Identikit Legal identity-theft protection, the GO! Credit revolving facility, and the legacy AppPago Buy Now Pay Later service.

The underlying technology is a digital lending platform with a mobile-first layer delivered through the Sofàcile app, supporting online applications, digital document signing, SEPA direct debit activation, and real-time account management. Distribution combines a hybrid go-to-market: 147 physical agents across Italy providing personalized consultation for personal loans and cessione del quinto, 11,000 affiliated retailers offering point-of-sale financing, plus direct-to-consumer digital onboarding via the corporate website and Sofàcile. Marketing spans organic social (LinkedIn, Facebook, Instagram, YouTube), a corporate blog and podcast, and a verified 4.7/5 customer rating on Feedaty across 7,153 reviews.

The business model is primarily transaction-fee driven, monetizing through net interest income on the loan book, insurance commissions on Salvarata and cessione del quinto policies (multi-insurer panel including MetLife, Generali Italia, AXA, Cardif, Net Insurance, Aviva, Allianz, HDI), subscription revenue from Identikit Legal, and revenue share from retailer POS financing. In 2024 the company disbursed approximately €993 million in total financing and acquired Nephis to extend its consumer credit capabilities, operating with 200+ employees and serving 546,000+ active clients across Italy.

Name

Sella Personal Credit

Legal name

Sella Personal Credit S.p.A.

Website

https://sellapersonalcredit.it

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

101–250 employees

Short description

Sella Personal Credit S.p.A. is a Turin-based Italian consumer credit company (part of Gruppo Sella) offering personal loans up to €60,000, salary- and pension-backed Cessione del Quinto lending, insurance add-ons, and the Sofàcile mobile app, distributed through 147 agents, 11,000 affiliated retailers, and digital channels to 546,000+ customers.

Ownership category

akta.pro rank

Product category

Consumer Lending

NAICS

Consumer Lending (522291)

SIC

Personal Credit Institutions (6141)

akta.pro primary industry

Large Purchase & Lifestyle Personal Loans (Unsecured Installment) (FSAKAAAG)

Keywords

• Consumer credit
• Personal loans
• Salary-backed loans
• Loan protection insurance
• Identity protection services

Headquarters

HQ city

Turin

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Personal Loan Interest Income: Interest income from personal loans ranging from few thousand to 60,000 euros, with repayment periods from 36 to 120 months. Both fixed and variable rate options available.
2. Cessione del Quinto (Salary-backed loans): Loan products secured against employee salary or pension payments, with automatic monthly deductions. Repayment terms up to 120 months (10 years) with rates capped at 20% of monthly income.
3. Insurance Products (Salvarata): Optional insurance products (Salvarata Standard, Plus, Easy, Light) providing coverage for death, permanent disability, serious illness, and involuntary job loss. Multiple insurance providers including MetLife.
4. Identikit Legal Service: Identity protection and legal assistance subscription service with monthly monitoring, real-time alerts, and legal consultations.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

Sella Personal Credit provides consumer credit products in Italy, primarily unsecured personal loans up to €60,000 with flexible 36-120 month terms and salary- or pension-backed loans (Cessione del Quinto) with automatic source deductions. Its offering is supported by optional loan protection insurance (Salvarata), an identity-theft protection service (Identikit Legal), and a digital lending platform accessed via the Sofàcile mobile app and a network of 147 agents and 11,000 affiliated retailers.

Product overview

Sella Personal Credit operates as a consumer credit platform under the Gruppo Sella, offering two core product lines: personal loans (Prestito Personale) up to €60,000 with highly customizable terms, and salary-backed loans (Cessione del Quinto) for employees and pensioners with automatic source deductions capped at 20%. The portfolio is complemented by insurance products (Salvarata in four tiers) and identity protection (Identikit Legal), while the digital experience is anchored by the Sofàcile mobile app platform providing loan management, expense tracking, and access to GO! Credit. The company also previously offered AppPago BNPL (2018) and has expanded through the 2024 acquisition of Nephis.

Differentiator

Problem solved

Functional benefit

Brands

• Sofàcile: Virtual branch app allowing users to request loans, monitor spending, and access services directly from their phone.
• AppPago
• Salvarata
• Identikit Legal

Products and services

• Prestito Personale (Personal Loan) Unsecured personal loan offering up to €60,000 with customizable repayment terms from 36 to 120 months, zero management fees, option to skip one annual payment, and choice between fixed or variable interest rates. Designed for flexible financing of personal projects including auto purchases, home renovations, medical expenses, education, and travel. Targeted at Italian private individuals.
• Cessione del Quinto (Salary-Backed Loan) Regulated loan product for employees and pensioners where monthly repayments (up to 20% of net salary or pension) are automatically deducted at source. Offers fixed interest rates, repayment periods up to 120 months (10 years), and mandatory insurance coverage. Available for public employees, private employees with indefinite-term contracts, and pensioners through INPS convention.
• Salvarata (Loan Protection Insurance) Optional insurance coverage for personal loans protecting against unforeseen events. Four tiers: Salvarata Light (death and permanent disability), Salvarata Easy (adds serious illness), Salvarata Standard (adds involuntary job loss), and Salvarata Plus (comprehensive extended coverage). Premium refund available on early loan repayment. Underwritten by insurance partners including MetLife.
• Identikit Legal (Identity Protection Service) Identity protection and credit fraud monitoring service offering continuous monitoring of personal and financial data, real-time alerts for suspicious loan requests or protests, legal assistance via telephone, and monthly activity reports. Activated online during loan applications.
• App Sofàcile (Virtual Branch Mobile App) Mobile application functioning as a virtual branch, enabling loan applications, expense monitoring, account aggregation, access to the GO! Credit reserve, and location-based search for affiliated agencies and partners. Available on iOS and Android.

Quantifiable outcome

• 4.7/5 average customer rating with 7,153 reviews on Feedaty

Named customers3 records

Segments4 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

Ten partnerships are on record, tiered minor and core.

• NephisminorOthers · 1 January 2024Company acquired by Sella Personal Credit in 2024 as part of strategic expansion.
• Generali Italia (formerly Toro Assicurazioni)coreStrategic or Co-development Partner · 1 January 2007Important commercial partnership signed in 2007 between Banca Sella and Toro Assicurazioni (now Generali Italia) to enhance mutual commercial capabilities leveraging a significant distribution network.
• MetLifecoreOthersInsurance partner providing Salvarata insurance policies (Standard, Plus, Easy, Light variants) for personal loans covering death, permanent disability, serious illness, and involuntary job loss.
• HDI AssicurazioniminorOthersInsurance provider for Cessione del quinto and Delegazione di pagamento products (01/26 contracts).
• AXA VIEminorOthersInsurance partner for Cessione del quinto/Delegazione di pagamento/Pensionati products.
• CardifminorOthersInsurance provider for Cessione del quinto and Delegazione di pagamento products.
• Net InsuranceminorOthersInsurance provider for Cessione del quinto and Delegazione di pagamento products.
• Aviva LifeminorOthersInsurance partner for Cessione del quinto and Cessione del quinto Pensionati products.
• AllianzminorOthersInsurance provider for Cessione del quinto Pensionati products.
• INPS (Istituto Nazionale della Previdenza Sociale)coreOthersNational social security institution with whom Sella Personal Credit has a convention for Cessione del quinto pensionati, offering favorable rates and simplified procedures.

Scale indicators6 records

Recent moves13 records

Expansion highlights5 records

Peers

• PrestitiOnline.it:

Direct peers

• Findomestic Banca: BNL Group-owned Italian consumer credit specialist and the largest personal-loan and Cessione del quinto provider in Italy. Directly comparable on product mix (personal loans, salary-backed loans, POS financing) and target segments.
• Younited Credit: European consumer credit platform operating in Italy offering personal loans and POS financing. Comparable on digital personal loan origination and embedded retail financing use cases, though primarily a digital-native competitor.
• Cofidis Italia: Italian subsidiary of Crédit Mutuel's Cofidis, offering personal loans, salary-backed loans and revolving credit to Italian consumers. Directly comparable in product suite and customer segments, with a similar digital-plus-agent distribution approach.
• Agos Ducato: Major Italian consumer credit company (Crédit Agricole / Banco BPM JV) offering personal loans, salary-backed loans, auto financing and credit cards. Closest direct competitor with overlapping products and similar agent/affiliated distribution model.
• Compass (Banca Mediolanum): Banca Mediolanum's consumer credit arm offering personal loans, salary-backed loans (Cessione del quinto), and POS financing. Comparable product portfolio with very similar Italian customer base and bank-parent backing.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCyPox7M1n_YXRIfoAzTy0kw
• Facebookfacebook.com/SellaPersonalCredit
• LinkedInlinkedin.com/company/sella-personal-credit
• Instagraminstagram.com/sellapersonalcreditspa
• Xx.com/SellaPersonalCr

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Subsidiaries1 record

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 Sella Personal Credit