Likely Loans
Likely Loans is an FCA-authorised UK consumer lender offering unsecured personal loans of £500 to £5,000 over 12 to 36 months via a direct-to-consumer online platform, serving credit-challenged and value-seeking UK borrowers across car, debt-consolidation, and home-improvement use cases.
- Company typePrivate
- Founded2014
- HeadquartersNottingham, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Likely Loans does
Oakbrook Finance Limited, trading through its consumer brands (OakbrookAdvance, Likely Loans, Finio Loans, OakbrookOne), is a Nottingham-headquartered, FCA-authorised UK direct-to-consumer personal lender. The company operates a self-serve online platform that accepts applications for unsecured personal loans ranging from £500 to £5,000 over 12 to 36 month tenors, with representative 39.9% APR and a disclosed range of 20% to 69.9% APR depending on individual creditworthiness. Revenue is generated primarily through interest charged on the loan book, with no upfront fees and no broker intermediation; the value proposition emphasises transparent pricing, soft credit-search eligibility checks that do not impact the applicant's score, and an online account portal for repayment scheduling and reminders. The platform is positioned to serve credit-challenged and value-seeking UK consumers across use cases including car financing, debt consolidation, home improvement, and life-milestone borrowing.
The company's underlying technology is an automated eligibility-and-decisioning engine paired with a digital application journey that pre-discloses personalised rates and total cost before a full credit search is conducted. Distribution is exclusively digital: a single website (OakbrookAdvance) hosts loan product pages, a soft-check eligibility calculator, an application flow, and a self-serve customer portal at my.oakbrook.com. Marketing channels are organic-led, with SEO across long-tail loan-intent keywords (e.g., £500-£5,000 loans, 12 month loans, bad credit loans, wedding loans) and supporting content/blog material; there is no physical branch network and no intermediary broker channel. The group operates multiple sub-brands, reflecting a portfolio-brand model under a single FCA-regulated entity, and in 2024 consolidated Finio Loans and Likely Loans under the OakbrookAdvance umbrella while continuing to service legacy customers under the prior brands. Headcount is reported at 11-50 employees with no disclosed revenue, ownership structure, or fundraising activity beyond a 2017 investor mention (Brightbridge Ventures, with no disclosed consideration).
Likely Loans firmographics
Firmographics- Name
- Likely Loans
- Legal name
- Oakbrook Finance Limited
- Website
- https://likelyloans.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Likely Loans is an FCA-authorised UK consumer lender offering unsecured personal loans of £500 to £5,000 over 12 to 36 months via a direct-to-consumer online platform, serving credit-challenged and value-seeking UK borrowers across car, debt-consolidation, and home-improvement use cases.
- Ownership category
- akta.pro rank
Likely Loans industry classification
Industry- Product category
- Consumer Lending
- NAICS
- Credit Intermediation and Related Activities (522)
- SIC
- Personal Credit Institutions (6141)
- akta.pro primary industry
- Near-Prime Unsecured Personal Loans (Installment) (FSAKAAAB)
- akta.pro secondary industries
- Debt Consolidation Personal Loans (Unsecured Installment) (FSAKAAAD), Small-Dollar Short-Term Installment Loans (Non-payday) (FSAKAMAI)
Keywords
Where Likely Loans is headquartered
LocationHeadquarters
- HQ city
- Nottingham
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Likely Loans business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Others
Revenue model
- Loan Interest Revenue: Revenue generated from interest charged on personal loans. Representative APR of 39.9% with rates ranging from 20% to 69.9% depending on individual creditworthiness. Fixed interest rates on loan terms of 12-36 months.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Monthly | Small loans from £500 to £1,500 |
| Unit Pricing | Monthly | Medium loans from £2,000 to £3,000 |
| Unit Pricing | Monthly | Larger loans up to £5,000 |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels3 records
Likely Loans product offering
Product offeringCore offering
Likely Loans, trading as OakbrookAdvance, is a UK FCA-authorised direct-to-consumer online lender providing personal installment loans of £500 to £5,000 with terms of 12 to 36 months and fixed APRs from 20% to 69.9%. Borrowers can check eligibility online without affecting their credit score, receive lending decisions in minutes, and manage repayments through an online portal, with use cases spanning car finance, debt consolidation, home improvements, weddings, and credit-challenged borrowers.
Product overview
OakbrookAdvance (formerly Likely Loans and Finio Loans) is a unified personal lending platform operated by Oakbrook Finance Limited. The platform offers a comprehensive suite of loan products including car loans, debt consolidation, home improvement, bad credit loans, and wedding loans, with amounts ranging from £500 to £5,000 and repayment terms from 12 to 36 months. All products share a common infrastructure: an online eligibility checker with no credit score impact, fixed-rate repayments, and a customer portal for account management. The company also maintains legacy brands (Finio Loans, OakbrookOne) under the same trading entity.
Differentiator
Problem solved
Functional benefit
Products and services
- Personal Installment Loans Fixed-rate personal installment loans ranging from £500 to £5,000 with terms of 12 to 36 months, offered to UK consumers for use cases including car purchases, debt consolidation, home improvements, weddings and life events, and credit-challenged borrowers. APRs range from 20% to 69.9% with a representative APR of 39.9%; there are no upfront fees.
- Online Customer Account Portal Self-service web portal at my.oakbrook.com where customers manage their personal loans, select repayment dates, receive reminders, and view account information.
Quantifiable outcome
- Decision in minutes
- +1 more outcomes
Companies that use Likely Loans
Customer profileSegments5 records
Ideal customer profiles1 record
Likely Loans technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Likely Loans partnerships and signals
Strategic signalScale indicators2 records
Recent moves3 records
Expansion highlights4 records
Likely Loans competitors and assessment
Company assessmentDirect peers
- Zopa: UK digital consumer lending platform offering personal loans funded through its bank; directly competes with Likely Loans in unsecured personal installment credit for UK consumers, including near-prime segments.
- Amigo Holdings (Shelby Finance): UK guarantor and consumer-credit lender re-platforming under the Shelby Finance brand; targets near-prime/subprime UK borrowers with installment loans, overlapping Likely Loans' bad-credit and no-guarantor offerings.
- OakbrookOne: Sister trading brand of Likely Loans under Oakbrook Finance Limited; offers overlapping personal loan products to UK consumers and shares the same origination and servicing infrastructure.
- Bamboo Loans (Bamboo Payl8r): UK direct lender providing installment personal loans to consumers, including those with imperfect credit; competes head-to-head with Likely Loans in small-ticket, fixed-rate, online-originated personal credit.
Broad incumbents
- Provident Financial: Established UK consumer credit provider serving subprime and home-collected credit customers; comparable to Likely Loans in target borrower segment and FCA-regulated installment credit model, but operates at a much larger and more diversified scale.
- Tandem Bank: UK digital bank offering personal loans alongside savings and mortgage products; competes for the same online consumer borrower with broader balance-sheet funding and a deposit base.
Emerging players
- Creditspring: UK subscription-based credit product offering small, short-term loans to members; overlaps with Likely Loans' small-dollar, short-term borrower segment though via a different fee model.
- LendingPoint: US fintech originating near-prime personal installment loans using alternative data underwriting; comparable to Likely Loans in segment, ticket size, and alternative-data decisioning philosophy, though US-only.
Regional players
- Avant: US-headquartered online lender focused on near-prime unsecured personal installment loans; highly comparable product model and underwriting approach, though operating in the US rather than the UK.
Others
- ClearScore: UK credit-data and marketplace platform that connects consumers to lenders; serves an overlapping UK borrower base and acts as a potential acquisition channel for Likely Loans' products.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights5 records
Customer concentration
Likely Loans social profiles
Digital presenceLikely Loans compliance and trust
Trust signalCompliance1 record
Likely Loans financial estimates
Financial estimateRevenue estimate
Valuation estimate
Likely Loans leadership team
Management profileNumber of profiles
Profiles2 records
Likely Loans funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Likely Loans 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 Likely Loans
What does Likely Loans do?
Likely Loans, trading as OakbrookAdvance, is a UK FCA-authorised direct-to-consumer online lender providing personal installment loans of £500 to £5,000 with terms of 12 to 36 months and fixed APRs from 20% to 69.9%. Borrowers can check eligibility online without affecting their credit score, receive lending decisions in minutes, and manage repayments through an online portal, with use cases spanning car finance, debt consolidation, home improvements, weddings, and credit-challenged borrowers.
Is Likely Loans a public or private company?
Likely Loans is a private company. It is classified as venture growth investor backed and is currently operating.
When was Likely Loans founded?
Likely Loans was founded in 2014. It employs 11 to 50 people.
Where is Likely Loans based?
Likely Loans is headquartered in Nottingham, United Kingdom, in the Europe region.
How does Likely Loans make money?
One revenue line is on record: loan Interest Revenue.
Who are Likely Loans's main competitors?
Direct peers on record are Zopa, Amigo Holdings (Shelby Finance), OakbrookOne and Bamboo Loans (Bamboo Payl8r). Broad incumbents are Provident Financial and Tandem Bank. Emerging players are Creditspring and LendingPoint. Avant is listed as a regional player. ClearScore is listed as an others.
Does Likely Loans have an API?
No public API is recorded for Likely Loans.
What industry is Likely Loans in?
Likely Loans's product category is Consumer Lending. Its primary akta.pro industry code is FSAKAAAB, Near-Prime Unsecured Personal Loans (Installment), with a secondary code of FSAKAAAD, Debt Consolidation Personal Loans (Unsecured Installment). Its NAICS code is 522 and its SIC code is 6141.