ChooseMyCar

What ChooseMyCar does

ChooseMyCar, trading name of Caerus Capital Limited (UK private limited company, Company Number 10933221), is an FCA-authorized (FRN 802631) online credit broker and car-buying intermediary serving UK consumers seeking used vehicles on finance. The company aggregates inventory of 61,516+ used cars from a network of 2,500+ partner dealerships and matches borrowers to a panel of 20+ FCA-approved lenders offering Hire Purchase (HP), Personal Contract Purchase (PCP), no-deposit, and bad-credit finance products. It does not lend its own capital, hold vehicle stock, or operate its own retail showrooms; instead, it manages the end-to-end transaction from vehicle search and lender selection through dealer negotiation, paperwork, and nationwide home delivery, supported by dedicated personal car buyers.

The platform is built on cloud-based infrastructure with CDN-hosted imagery and an application portal at apply.choosemycar.com, with HPI vehicle history checks and a Warrantywise partnership layered into the transaction flow. A separate B2B portal, ChooseMyFinance (choosemyfinance.com), extends the platform to dealership partners for inventory listing and finance management. Marketing combines SEO-driven content (car reviews, finance guides, news), organic social on Facebook, Instagram, TikTok, YouTube, and Twitter, and a national TV brand campaign ("Cars on Finance as Seen on TV").

The business model is commission-based: ChooseMyCar earns transaction fees from lenders when finance is successfully arranged and does not charge customer-facing fees. Distribution is fully digital plus regional sales/marketing offices across 12 UK cities (London, Birmingham, Manchester, Leeds, Sheffield, Newcastle, Glasgow, Liverpool, Nottingham, Cardiff, Bristol, Edinburgh), with headquarters in Cheadle. Headcount is reported at 11-50 employees, and no public revenue, funding, or AI/ML capability disclosures are available.

Name

ChooseMyCar

Legal name

Caerus Capital Limited

Website

https://choosemycar.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

ChooseMyCar (Caerus Capital Limited) is a UK FCA-authorized online credit broker that matches used-car buyers to a panel of 20+ lenders and 2,500+ partner dealerships across 12 UK cities, earning commission on arranged finance without charging customer fees.

Ownership category

akta.pro rank

Product category

Auto Finance Brokerage

NAICS

Used Car Dealers (441120), Automobile Dealers (4411)

SIC

Finance Lessors (6172)

akta.pro primary industry

Auto & Vehicle Loan Brokerage (FSAEAEAK)

akta.pro secondary industries

New & Used Auto Purchase Loans (FSAKADAA), Leasing & Lease Buyout Financing (FSAKADAC)

Keywords

• Used car finance
• Car finance broker
• Credit brokerage
• Vehicle sourcing
• Auto finance

Headquarters

HQ city

Cheadle

HQ country

United Kingdom

HQ region

Europe

Offices10 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Finance Brokerage Commission: ChooseMyCar earns commission from lenders when finance is successfully arranged. The company states they don't charge customers fees for their service, and are paid by lenders once finance is set up. Commission rates vary by lender.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

ChooseMyCar is an FCA-authorized credit broker that arranges used car financing for consumers by connecting them with a panel of over 20 lenders. The company aggregates inventory from 2,500+ UK dealerships, provides digital finance application processing, and delivers vehicles nationwide. Personal car buyers guide customers through vehicle selection, finance arrangement, and final delivery as a managed end-to-end service.

Product overview

ChooseMyCar operates as a credit broker and car buying service offering a unified platform combining a used car marketplace with integrated finance solutions. The core offering is the Used Car Marketplace (listing 150,000+ vehicles from 2,500+ UK dealerships) paired with Car Finance products (HP, PCP, bad credit options, and no deposit options) facilitated through up to 20 lender partners. Supporting services include a Car Finance Calculator, car reviews and guides, HPI vehicle checks, Warrantywise partnership, and home delivery. The company also provides a dealer portal (ChooseMyFinance) for inventory management. The platform is primarily consumer-facing with no documented public API or AI/ML capabilities.

Differentiator

Problem solved

Functional benefit

Products and services

• Used Car Marketplace Online marketplace aggregating over 150,000 used vehicles from 2,500+ UK partner dealerships. Customers can search by make, model, body style, location, price, mileage, and fuel type. Acts as the primary vehicle discovery layer of ChooseMyCar's offering.
• Car Finance (Hire Purchase and Personal Contract Purchase) Credit brokerage service arranging Hire Purchase (HP) and Personal Contract Purchase (PCP) finance through a panel of up to 20 FCA-approved lenders, with rates from 8.5% APR (representative 19.9% APR). Customers apply digitally and receive finance decisions within minutes.
• Bad Credit Car Finance Specialized finance brokerage for customers with low or poor credit scores, defaults, CCJs, or bankruptcy. Access to specialist lenders within ChooseMyCar's panel, with zero-deposit options available from several providers.
• No Deposit Car Finance Finance option allowing customers to purchase vehicles without any initial deposit, arranged through ChooseMyCar's lender panel.
• Warranty Services (via Warrantywise) Vehicle warranty protection offered in partnership with Warrantywise for customers purchasing cars through the ChooseMyCar platform, providing extended protection beyond statutory rights.
• Home Delivery Nationwide delivery of purchased vehicles direct to the customer's door, eliminating the need for dealership visits and enabling fully remote transactions.
• ChooseMyFinance Dealer Portal Dedicated portal (choosemyfinance.com) for car dealerships to list inventory on the ChooseMyCar platform and manage finance arrangements with customers introduced through the brokerage.

Quantifiable outcome

• Finance decisions within minutes
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core.

• WarrantywisecoreStrategic or Co-development PartnerChooseMyCar has a formal partnership with Warrantywise, offering vehicle warranty services to customers purchasing cars through their platform. This partnership enhances the value proposition by providing extended protection options alongside the finance and purchase service.
• Panel of 20+ FCA-Approved LenderscoreChannel Partner/ Reseller/ DistributorChooseMyCar works with a panel of over 20 FCA-authorized lenders to provide finance options to customers. Lenders include specialists for bad credit customers. The company earns commission from these lenders when finance is arranged.
• 2,500+ UK Car DealershipscoreChannel Partner/ Reseller/ DistributorChooseMyCar aggregates inventory from over 2,500 car dealerships across the UK. These dealerships provide vehicle supply and fulfill sales arranged through ChooseMyCar's platform, with some offering home delivery.

Scale indicators6 records

Recent moves3 records

Expansion highlights5 records

Direct peers

• Carwow: UK online marketplace that connects car buyers with dealers and arranges vehicle purchases, with growing finance integration. Direct competitor to ChooseMyCar's used-car marketplace and dealer-aggregation model.
• Motorway: UK used-car marketplace that aggregates dealer demand for privately-sold vehicles, with integrated finance offers. Comparable to ChooseMyCar in aggregating dealer demand and arranging finance digitally.
• Zuto: UK car finance comparison and broker platform connecting consumers with a panel of lenders for HP/PCP products. Closest functional peer to ChooseMyCar's credit-brokerage business.
• CarFinance 247: UK car finance broker offering HP, PCP, and bad-credit finance through a lender panel, with online application and home delivery. Direct competitor with overlapping customer base and product set.
• Cazoo: UK online used-car retailer offering browse, finance, and home delivery in a single digital experience. Comparable consumer proposition and customer journey, though operating on owned inventory.
• Moneybarn: UK specialist vehicle finance lender focused on near-prime and sub-prime borrowers, including those with bad credit. Direct overlap with ChooseMyCar's bad-credit car finance segment.

Broad incumbents

• Auto Trader: UK's largest used-car listing platform, increasingly adding finance and lead-routing products that overlap with ChooseMyCar's marketplace and broker offering. Much larger incumbent with broader reach.
• Admiral Money (Car Finance): UK personal finance provider, part of Admiral Group, that offers car finance products directly to consumers. Represents the lender-side competitive threat to ChooseMyCar's broker model.

Emerging players

• Carmoola: UK app-based car finance platform offering instant decisions and direct-to-consumer car loan products. Emerging competitor targeting a similar digital-first, finance-led car buying experience.
• Carsnip: UK car search and comparison platform aggregating new and used listings with dealer connections. Comparable marketplace-style aggregation of dealer inventory for online car buyers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/choosemycaruk
• YouTubeyoutube.com/@ChooseMyCar
• Facebookfacebook.com/ChooseMyCarUK
• Instagraminstagram.com/choosemycaruk
• TikToktiktok.com/@choosemycar
• LinkedInlinkedin.com/company/choosemycar

Revenue estimate

Valuation estimate

Number of profiles

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 ChooseMyCar