Cash Lady
CashLady is a UK online credit broker (trading name of Digitonomy Limited) that matches UK residents with short-term loans of £100–£10,000 from a panel of 30+ FCA-authorised lenders, earning commission from lenders rather than fees from borrowers.
- Company typePrivate
- Founded2013
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Cash Lady does
CashLady is a UK-based online credit broker (not a lender) operating as a trading name of Digitonomy Limited, a privately held company incorporated in England and Wales (registered office: Steam Mill Business Centre, Steam Mill Street, Chester, CH3 5AN; FCA reference 690249; ICO ZA007309). The platform matches UK residents seeking loans of £100–£10,000, repayable over 3–60 months (representative 79.5% APR, range 8.2%–1,733% APR), with a panel of over 30 FCA-authorised direct lenders. The service is free to consumers; CashLady earns commission from lenders when a borrower enters into a consumer credit agreement following an introduction through the platform (affiliate/referral revenue model). Technology stack comprises a mobile-optimised web application, soft-search credit matching (no hard credit pull until final application with the chosen lender), 256-bit data encryption, and a reported 60-second decision turnaround. CashLady has served over 3 million customers since 2008, per company claims.
The business operates within the Digitonomy Group, whose websites collectively drive over 15,000 applications per day to UK banks and lending organisations. CashLady's go-to-market is direct-to-consumer and digital-first: paid search via Google Ads, organic SEO (regularly topping search rankings ahead of FTSE-quoted competitors), social channels (Facebook, Twitter/X, Pinterest, LinkedIn), content marketing via the 'Your Cash' blog, and PR placements in Yahoo Finance, Daily Mail, Daily Express, Metro, and The Sun. The target segments are UK residents aged 18+ — primary use cases include emergency expenses, bad-credit borrowers, non-traditional income earners (self-employed, benefits, pensioners), and use-case-specific seekers (wedding, funeral, debt consolidation, home improvement). Operating model is asset-light and lean: 1–10 employees, no physical branches, no call centre.
From a financial-structure perspective, CashLady is privately held by Digitonomy Limited, was founded in 2013, and has no disclosed funding rounds, revenue figures, M&A activity, or institutional investors — indicating a bootstrapped, founder/management-owned fintech. Directors on file are Michal Brodsky and Avner Brodsky. Notable management-team members identified in source material include a Personal Finance Expert (Paul Wilson, content accuracy reviewer) and a Content Writer (Cara Bradley), with a former Senior Partnerships Manager (Dan Whittaker) no longer at the firm. Regulatory and reputational considerations are central: the FCA price cap (0.8%/day interest, £24/£100/month, 2x loan amount cap) frames the economics of high-cost short-term credit in the UK, and the category carries elevated public and political scrutiny that constrains paid acquisition channels.
Cash Lady firmographics
Firmographics- Name
- Cash Lady
- Legal name
- Digitonomy Limited
- Website
- https://cashlady.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- CashLady is a UK online credit broker (trading name of Digitonomy Limited) that matches UK residents with short-term loans of £100–£10,000 from a panel of 30+ FCA-authorised lenders, earning commission from lenders rather than fees from borrowers.
- Ownership category
- akta.pro rank
Cash Lady industry classification
Industry- Product category
- Online Credit Brokerage
- NAICS
- Nondepository Credit Intermediation (5222)
- SIC
- Loan Brokers (6163)
- akta.pro primary industry
- Small-Dollar Short-Term Installment Loans (Non-payday) (FSAKAMAI)
- akta.pro secondary industries
- Cash Advance (Online & Storefront) (FSAKAMAC), Online/Digital Pawn & Remote Collateral Lending (FSAKALAG)
Keywords
Where Cash Lady is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Cash Lady business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Marketing or Sales, Technology or R&D, Personnel, Operations
Revenue model
- Commission from lenders: CashLady receives a commission from lenders, brokers, and alternative consumer credit providers when a customer enters into a consumer credit agreement with a lender following an introduction through the website. No fees are charged to customers for using the broker service.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Monthly | Short-term loans from £100 to £10,000 with repayment terms 3-60 months |
Go-to-market motion2 records
Distribution channels1 record
Marketing channels6 records
Cash Lady product offering
Product offeringCore offering
CashLady is a UK-based online credit broker (not a lender) operating as the trading name of Digitonomy Limited. It connects UK residents aged 18+ with a panel of over 30 FCA-authorised lenders to source short-term loans ranging from £100 to £10,000 with repayment terms of 3-60 months. The service uses a soft credit search to match applicants with suitable lenders without impacting their credit score, and charges no fees to customers.
Product overview
CashLady is a credit broker, not a lender, operating as the trading name of Digitonomy Limited. The core service is a loan matching platform that connects UK residents seeking loans (£100-£10,000) with a panel of over 30 FCA-authorised direct lenders. The platform uses a soft search that does not affect credit scores to match applicants with suitable loan products. The offering consists of the core CashLady broker service along with various loan product categories including short-term loans, payday loans, bad credit loans, personal loans, wedding loans, funeral loans, debt consolidation loans, emergency loans, same day loans, guarantor loans, instalment loans, and logbook loans. The service is complemented by educational content through the 'Your Cash' blog covering personal finance topics. Representative APR is 79.5%.
Differentiator
Problem solved
Functional benefit
Products and services
- CashLady Credit Broker Service
Quantifiable outcome
- 3 million+ customers served since 2008
- +3 more outcomes
Companies that use Cash Lady
Customer profileSegments3 records
Ideal customer profiles2 records
Cash Lady technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Cash Lady partnerships and signals
Strategic signalPartnerships
17 partnerships are on record, tiered active lender and core.
- 118 118 Moneyactive lenderPart of CashLady's panel of over 30 direct lenders. Offers loans between £1,000 and £8,000 over 12-36 months. Representative 49.9% APR. Rated 'Excellent' on Trustpilot (4.8/5).
- Bamboo Loansactive lenderLenders on CashLady panel offering £2,000-£15,000 loans with 12-60 month terms. Representative APR 34.9%-69.9%. Rated 'Excellent' on Trustpilot (4.9/5, 93% 5-star).
- CashASAPactive lenderOffers loans from £200 with payment terms up to 6 months. First-time customers max £400, returning customers up to £750. Representative 1266.2% APR. Rated 'Excellent' on Trustpilot.
- CashFloatactive lenderActive lender offering payday loans (£300-£1,500, 3-9 months, 611.74% APR) and personal loans (£1,000-£2,500, 6-9 months, 295.58% APR). Rated 'Excellent' on Trustpilot.
- Creditspringactive lenderMembership loan service with credit-building tools and monthly Stability Score. Representative 48.1%-91.3% APR. Rated 'Excellent' on Trustpilot (4.8).
- Draftyactive lenderLine of credit from £50 to £3,000, remaining open as long as no defaults. Representative 96.2% APR. 16,500+ reviews, 87% 5-star. Rated 'Excellent' on Trustpilot.
- Evloactive lenderPersonal loans £1,000-£15,000, repayment 18-60 months. Representative 99.9% APR. Formerly Everyday Loans, rebranded March 2025. Rated 'Excellent' on Trustpilot.
- Lending Streamactive lenderLoans from £50 to £1,500. Representative 1,271% APR. Over 30,500 reviews on Trustpilot, average 4.9/5.
- LoanPigactive lenderLoans £50-£1,500, repayment 1-12 months. Representative 1,261% APR. Rated 'Poor' on Trustpilot.
- Loans2Goactive lenderPersonal loans £250-£2,000, repayment 18 or 24 months. Representative 679% APR. Rated 'Excellent' on Trustpilot.
- Moneyboatactive lenderNew customers borrow £200-£800, existing customers up to £1,500. Fixed 0.79% daily interest. Representative 1,267.9% APR. 90% 5-star Trustpilot reviews. Rated 'Excellent'.
- OakbrookAdvanceactive lenderPersonal loans £500-£5,000 over 12-36 months, rates from 39.9% APR Representative. Formerly Finio Loans, rebranded December 2025. 10,500+ reviews, rated 'Excellent' on Trustpilot.
- Quidmarketactive lenderLoans £300-£1,500, repayment 3-6 months. Representative 1300% APR. Rated 'Excellent' on Trustpilot (4.9/5).
- Saladactive lenderPersonal loans £500-£1,200, repayment 12 or 18 months. Representative 69.9%-79.5% APR. Rated 'Excellent' on Trustpilot.
- Savvyactive lenderLoans £300-£2,500, repayment 6-24 months. Rated 'Excellent' on Trustpilot.
- The Money Platformactive lenderPeer-to-peer lender connecting customers with private lenders. 89% 5-star Trustpilot reviews. Rated 'Excellent'.
- Digitonomy GroupcoreParent company of CashLady. Founded 2013, market leader in online financial comparison. Digitonomy websites collectively drive over 15,000 applications per day to UK banks and lending organisations.
Scale indicators5 records
Recent moves5 records
Expansion highlights5 records
Cash Lady competitors and assessment
Company assessmentBroad incumbents
- GoCompare: UK price comparison site owned by Future plc, with a loans and credit card comparison offering. Comparable to CashLady in the UK credit comparison category, but with broader product coverage and stronger mainstream brand recognition.
- Compare the Market: Major UK comparison site covering loans, insurance, and utilities. Comparable to CashLady as a UK consumer credit comparison funnel, though positioned upstream in prime credit and with a much broader product portfolio.
- MoneySupermarket: One of the UK's largest price comparison platforms, listed on the FTSE 250. Comparable to CashLady as a UK consumer financial comparison destination, but operating across loans, insurance, energy, and broadband at much greater scale and brand spend.
- LendingTree: US-listed online lending marketplace that matches borrowers with multiple lenders. Highly comparable in business model (multi-lender broker, commission-based, soft-search initial match) to CashLady, though operating at vastly greater scale in the US.
Direct peers
- ClearScore: UK credit comparison and lending platform (owned by Experian) that matches borrowers with credit products based on their credit profile. Directly comparable to CashLady as a UK consumer-facing credit matching/destination layer, with deeper integration into lender panels and a credit-builder proposition.
- Moneyboat: UK short-term consumer lender operating in the payday and small-installment segment. Sits on CashLady's panel and is a directly comparable brand targeting the same UK short-term, high-APR borrower demographic.
- Creditspring: UK membership-based small-loan provider targeting borrowers with imperfect credit, with a credit-builder angle. Listed on CashLady's panel and competes for the same bad-credit, small-ticket borrower segment CashLady's customers fall into.
- Drafty: UK revolving line-of-credit lender (£50–£3,000) for non-prime borrowers; sits on CashLady's panel. Directly comparable as a high-APR UK credit provider serving the same thin-file, short-term cash need that drives CashLady's funnel.
- 118 118 Money: UK consumer lender offering personal loans to near-prime and credit-rebuild borrowers; sits on CashLady's lender panel. Comparable as a UK high-cost consumer credit brand competing for the same borrower demographic CashLady serves.
Emerging players
- Zopa: UK digital bank and peer-to-peer originator offering personal loans, credit cards, and savings. Comparable to CashLady in the UK consumer credit comparison/lending category, but positioned at the prime-credit end and operating as both a bank and lender rather than a broker.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key highlights7 records
Customer concentration
Cash Lady social profiles
Digital presenceCash Lady compliance and trust
Trust signalCompliance2 records
Cash Lady financial estimates
Financial estimateRevenue estimate
Valuation estimate
Cash Lady leadership team
Management profileNumber of profiles
Profiles4 records
Cash Lady funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Cash Lady 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 Cash Lady
What does Cash Lady do?
CashLady is a UK-based online credit broker (not a lender) operating as the trading name of Digitonomy Limited. It connects UK residents aged 18+ with a panel of over 30 FCA-authorised lenders to source short-term loans ranging from £100 to £10,000 with repayment terms of 3-60 months. The service uses a soft credit search to match applicants with suitable lenders without impacting their credit score, and charges no fees to customers.
Is Cash Lady a public or private company?
Cash Lady is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Cash Lady founded?
Cash Lady was founded in 2013. It employs 1 to 10 people.
Where is Cash Lady based?
Cash Lady is headquartered in London, United Kingdom, in the Europe region.
How does Cash Lady make money?
One revenue line is on record: commission from lenders.
Who are Cash Lady's main competitors?
Broad incumbents on record are GoCompare, Compare the Market, MoneySupermarket and LendingTree. Direct peers are ClearScore, Moneyboat, Creditspring, Drafty and 118 118 Money. Zopa is listed as an emerging player.
Does Cash Lady have an API?
No public API is recorded for Cash Lady.
What industry is Cash Lady in?
Cash Lady's product category is Online Credit Brokerage. Its primary akta.pro industry code is FSAKAMAI, Small-Dollar Short-Term Installment Loans (Non-payday), with a secondary code of FSAKAMAC, Cash Advance (Online & Storefront). Its NAICS code is 5222 and its SIC code is 6163.