My Debt Plan

What My Debt Plan does

My Debt Plan Ltd is a UK-regulated personal insolvency advisory firm headquartered in Cheadle, Greater Manchester, specializing in Individual Voluntary Arrangements (IVAs) for individuals with unmanageable unsecured debt. The company is regulated by the Insolvency Practitioners Association (IPA), with two licensed insolvency practitioners (Lucy Novo Deakin and Adam Charles Southard) authorized to act as nominee and supervisor. Beyond IVAs, the portfolio spans Debt Management Plans (DMPs), Debt Relief Orders (DROs), Bankruptcy, Breathing Space, the Scottish Debt Arrangement Scheme, and Scottish Trust Deeds, addressing debt types including credit cards, personal loans, payday loans, council tax arrears, HMRC debt, catalogue and store card debt, and gambling debt. The core IVA is a formal, legally binding arrangement that consolidates unsecured debts into a single monthly payment over typically five years, freezes interest and charges, halts creditor action, and writes off remaining qualifying debt on completion.

The business operates a sales-led, phone-and-web advisory model with offices in Cheadle, serving residents of England, Wales, and Northern Ireland directly and Scottish residents via DAS and Trust Deed products. Customer acquisition is driven by organic content marketing (extensive SEO-optimized blog), Feefo-verified reviews (1400+), organic social (Facebook, Instagram), and a reciprocal referral relationship with Money Helper. When customers are unsuitable for an IVA, My Debt Plan refers them to partner firms — MoneyPlus Group, Fresh Start UK Debt Management, and J3 Debt Solutions — earning referral fees, while SLWB Ltd acts as joint nominee on certain IVAs.

Revenue derives from two streams: (1) IVA fee income totaling £3,650 per case (nominee fees, supervisor fees, and disbursements) recovered from the customer's monthly contributions across the typically 60-month arrangement rather than charged on top; and (2) affiliate referral fees from partner debt solution providers. There is no proprietary technology platform — the offering is services-led — and no disclosed revenue, headcount trend, or funding history. No venture capital or parent company ownership is indicated; the company operates as an independent private limited company (Company Number 10992838).

Name

My Debt Plan

Legal name

My Debt Plan Ltd

Website

https://mydebt-plan.co.uk

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Cheadle Hulme

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. IVA Fee Income (Nominees and Supervisors Fees): My Debt Plan charges IVA fees for the preparation of the proposal and administration of the arrangement for the full term (typically 5 years). These costs total £3,650 (nominees fees, supervisors fees, and disbursements including registration fee and statutory insurance), which are recovered from the monthly contributions made by the client and are not in addition to agreed payments. Creditors may adjust the total fees when voting on acceptance.
2. Referral Fees from Partner Companies: Where customers are not suitable for an IVA, My Debt Plan refers them to trusted partner companies who specialise in alternative debt solutions. My Debt Plan receives payment for introductions when customers enter into a debt solution with partner companies. Partners include MoneyPlus Group, Fresh Start UK Debt Management Limited, J3 Debt Solutions, and SLWB.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

My Debt Plan is a UK-licensed debt advice and personal insolvency provider that helps individuals in England, Wales, and Northern Ireland address unmanageable unsecured debt. Its core service is the Individual Voluntary Arrangement (IVA), a legally binding 5-6 year arrangement that consolidates debts into one affordable monthly payment, freezes interest and charges, and writes off remaining qualifying debt upon completion. Supporting offerings include Debt Management Plans, Debt Relief Orders, Bankruptcy, Debt Arrangement Scheme and Trust Deeds (for Scottish residents), plus referral arrangements with partner firms for cases unsuitable for an IVA.

Product overview

My Debt Plan is a UK debt solutions provider specialising in Individual Voluntary Arrangements (IVAs), offering a portfolio of formal and informal debt management products. The core offering is the IVA — a 5-6 year legally binding arrangement that consolidates unsecured debts into one affordable monthly payment with remaining qualifying debts written off upon completion. Supporting products include Debt Management Plans (informal arrangements), Debt Relief Orders, Bankruptcy, Debt Arrangement Scheme (for Scottish residents), and Trust Deeds (for Scottish residents). The company also provides a free IVA Calculator as a self-service eligibility and estimation tool. Debt types addressed include business debt, credit card debt, catalogue debt, council tax debt, gambling debts, HMRC tax debt, income tax debt, insurance debt, logbook loans, overdraft debt, payday loan debt, personal loans, rent debt, and store card debt.

Differentiator

Problem solved

Functional benefit

Products and services

• Individual Voluntary Arrangement (IVA) A formal, legally binding debt solution for individuals in England, Wales and Northern Ireland with unaffordable unsecured debts of typically £6,000+ across two or more creditors. Consolidates debts into one affordable monthly payment over 5-6 years, freezes interest and charges, stops creditor harassment, and writes off remaining qualifying debt upon completion (average 70% write-off for cases approved in 2025, range 25%-75%). My Debt Plan acts as Nominee (preparing the proposal and convening the creditor meeting) and Supervisor (administering the arrangement for its full term).
• Debt Management Plan (DMP) An informal debt solution in which My Debt Plan negotiates with creditors to allow the customer to repay unsecured debts at an affordable rate through a single monthly payment, with creditors often agreeing to reduce or freeze interest and charges during the arrangement.
• Debt Relief Order (DRO) A formal debt solution for individuals with low income, few assets and qualifying debt levels who cannot afford any repayment; the DRO writes off qualifying debts after a moratorium period subject to statutory eligibility criteria.
• Bankruptcy A formal insolvency procedure for individuals unable to repay their debts, providing relief through discharge of qualifying debts after a set period, with assets potentially at risk depending on individual circumstances.
• Debt Arrangement Scheme (DAS) A Scottish statutory debt solution administered via the Accountant in Bankruptcy, allowing residents of Scotland to repay debts in full at an affordable rate through a single consolidated monthly payment.
• Trust Deed A Scottish formal insolvency solution that consolidates unsecured debts into one monthly payment over a set period, with remaining qualifying debt written off upon successful completion.

Quantifiable outcome

• Up to 70% of qualifying unsecured debt written off upon IVA completion (average for cases approved in 2025; realistic range 25%–75%)
• +2 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

Four partnerships are on record, tiered minor.

• MoneyPlus GroupminorGTM or Marketing PartnerMy Debt Plan works with MoneyPlus Group and shares customer data for direct marketing purposes. MoneyPlus Group provides regulated debt advice as an alternative solution provider for customers unsuitable for an IVA. My Debt Plan receives payment for introductions when customers enter into a debt solution with MoneyPlus Group.
• Fresh Start UK Debt Management LimitedminorGTM or Marketing PartnerMy Debt Plan works with Fresh Start UK Debt Management Limited and shares customer data for direct marketing purposes. Fresh Start provides regulated debt advice as an alternative solution provider. My Debt Plan receives payment for introductions when customers enter into a debt solution with Fresh Start.
• J3 Debt SolutionsminorGTM or Marketing PartnerMy Debt Plan works with J3 Debt Solutions and shares customer data for direct marketing purposes. J3 provides regulated debt advice for customers not suitable for an IVA. My Debt Plan receives payment for introductions when customers proceed with J3's debt solutions.
• SLWB LtdminorStrategic or Co-development PartnerSLWB Ltd is an insolvency practice. Adam Charles Southard of SLWB Ltd is an IPA-licensed insolvency practitioner. My Debt Plan works with SLWB in cases where an IVA is proposed under Joint Nominee, meaning both firms act jointly as nominee for the IVA.

Scale indicators4 records

Expansion highlights4 records

Direct peers

• StepChange Debt Charity: The UK's largest debt advice charity, providing IVAs, DMPs, DROs and bankruptcy support. Directly comparable consumer-base and product set, though operating as a not-for-profit rather than a fee-charging firm.
• PayPlan: Major UK provider of free debt advice and DMPs/IVAs. Comparable customer base and product mix and a direct substitute for many of My Debt Plan's inbound enquiries.
• McCambridge Duffy: UK insolvency practitioner firm offering IVAs, bankruptcy, and debt advice to consumers. Closely comparable fee-for-service IVA model and customer segment.
• Freemans Insolvency: UK IVA and personal insolvency specialist serving individuals with unmanageable unsecured debt. Directly competitive on the core IVA proposition.
• Forrest Insolvency: UK insolvency practitioner firm offering IVAs and related personal debt solutions. Comparable licensed-IP-driven model and consumer audience.
• Debt Advice Foundation: UK debt advice charity providing IVAs, DMPs and information on insolvency options. Comparable service scope and target customer.
• ClearDebt: UK personal insolvency provider offering IVAs and other consumer debt solutions. Closely comparable fee model and customer segment.
• MoneyPlus Group: UK debt solutions group providing DMPs, IVAs and related advice — and a declared referral partner of My Debt Plan, making it both a peer and a channel relationship.

Broad incumbents

• Citizens Advice: The UK's largest general consumer-advice network with a significant debt-advice function. Overlaps heavily on the advice layer and consumer base, although it does not charge fees or administer IVAs itself.

Others

• Money Helper (Money & Pensions Service): UK government-backed free debt-advice service explicitly linked from My Debt Plan's own homepage as the independent alternative. Competes for the same inbound consumer demand at the top of the funnel, shaping the regulatory and reputational environment for paid IVA providers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/mydebtplan
• Instagraminstagram.com/mydebtplan

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 My Debt Plan