What Johnson Reed does

Johnson Reed Limited is a UK-based credit broker (FCA firm reference 661888; registered in England, company number 05635282), founded in 2005 and headquartered in Stockport, operating as an intermediary that matches UK small and medium-sized enterprises to commercial finance from a panel of over 45 lenders, supplemented by access to its own funds through related party Mellor Finance Limited. The company does not underwrite credit itself; revenue is generated on a commission basis, calculated as a percentage of the net amount financed on each successfully brokered facility, with no customer-facing fees. Its core product surface spans equipment loans, flexible business loans (Flexi Loans, £1K-£500K, 3 months to 5 years), traditional asset finance (hire purchase), tax/VAT loans, equipment refinance, start-up loans, unsecured business loans (rates stated from 3% APR), and the UK Government-backed Growth Guarantee Scheme (£10K-£2M, extended to March 2030).

Distribution is sales-led, combining a small in-house sales team (named members include Mark Johnson, Jamie Collier, Ian Gage, Antony Rowland, Simeon Duffy, and Peter Phillipson), a self-serve website funnel with finance calculator and quote request, content/SEO marketing under Force24 automation, and the JR Champions introducer programme for equipment suppliers and professional advisers. The company has organised itself around sector specialisation rather than generic SMB lending, with dedicated verticals for fitness, wellness (up to £1M), padel, pickleball, pilates, soft play, chip shops (over 25 years' experience), hospitality, IT/tech, education and public sector, franchise, renewables/solar, and shop-fit/retail; the 'Quirky Kit' line extends this into non-standard, bespoke, or unusual assets that mainstream lenders decline. Customer testimonials lean heavily on UK SMBs and start-ups (Aspire Gym, Run and Jump Soft Play Centre, FITISM, StrongHer, Merchants Fish Bar, Newall Green Primary School, County Print).

The technology stack is conventional marketing and compliance tooling rather than proprietary underwriting IP: Force24 for email automation, Google Analytics for site tracking, and Equifax for identity/AML checks. Headcount sits in the 11-50 band and the company cites over £150 million raised for customers and 5,149+ customers supported as cumulative scale indicators.

Name

Johnson Reed

Legal name

Johnson Reed Limited

Website

https://johnsonreed.co.uk

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Stockport

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Commission from Lenders: Johnson Reed acts as a credit broker and receives commission payments from lenders for introducing customers. The commission is calculated as a percentage of the net amount financed. No fees are charged to customers for services as remuneration comes from the lender.
2. Credit Broker Services: Broker introduces customers to lenders on their panel. Commission is included in total payments in the finance agreement rather than being an additional charge.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Johnson Reed is a UK credit broker that matches businesses to suitable lenders from a panel of over 45 UK and international banks and specialist finance providers. It arranges equipment leasing, flexible business loans, asset finance, start-up loans, tax loans, and non-standard 'quirky kit' financing, earning commission from lenders rather than charging customers direct fees. The company offers sector-specialised finance packages for fitness, wellness, hospitality, education, IT, retail, and other industries, with approvals in as little as 2 hours and funding within 24 hours.

Product overview

Johnson Reed is a UK-based credit broker and finance company offering a comprehensive suite of business finance solutions. The core offerings include equipment loans, flexible business loans (Flexi Loans), traditional asset finance, non-standard equipment finance (Quirky Kit), start-up loans, tax/VAT loans, equipment re-finance, and the Growth Guarantee Scheme. The company operates across multiple sector-specific verticals including fitness, wellness, hospitality, education, IT/technology, retail, and various niche sectors. With access to over 45 lenders and UK/International banks, Johnson Reed acts as an intermediary matching businesses with appropriate funding solutions, offering both secured and unsecured products with features like 2-hour approvals, 96% approval rates, and funding in 24 hours.

Differentiator

Problem solved

Functional benefit

Products and services

• Equipment Loans
• Flexible Business Loans (Flexi Loans)
• Traditional Asset Finance
• Non Standard Equipment Finance (Quirky Kit)
• Start-up Loans
• Tax Loans (VAT/Corporation Tax Loans)
• Equipment Re-finance
• Growth Guarantee Scheme

Quantifiable outcome

• 96% approval rate on applications
• +4 more outcomes

Named customers9 records

Segments9 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

Two partnerships are on record, tiered minor.

• EcologiminorStrategic or Co-development PartnerEnvironmental partnership where Johnson Reed plants one tree for every deal completed. Supports projects including forest garden planting in Busoga, Uganda. Part of their environmental commitment initiative.
• Apex ComputingminorChannel Partner/ Reseller/ DistributorIT equipment supplier partner that works with Johnson Reed to provide hardware and installation services for education and business clients.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Catalyst Finance: UK business finance broker providing asset finance, business loans and Growth Guarantee Scheme funding to SMEs — comparable broker model serving the same UK SME customer base.
• Funding Options: UK business finance marketplace/broker connecting SMEs with lenders across asset finance, business loans and Growth Guarantee Scheme facilities — directly comparable credit-broker model in the same UK market.
• Evolution Funding: UK specialist business finance broker with deep sector verticals including leisure, fitness and hospitality — competes head-to-head with Johnson Reed in equipment and SME finance brokerage.
• Newable Finance: UK SME finance provider and broker offering business loans, asset finance and growth capital through a panel of lenders — directly comparable broker/distributor model for UK small businesses.
• Asset Advantage: UK asset and equipment finance broker focused on SMEs, offering hire purchase, leasing and refinance — overlapping product set and target customers with Johnson Reed's core equipment finance offerings.
• Rangewell: UK business finance comparison and brokerage platform matching SMEs to lenders across unsecured loans, asset finance and Growth Guarantee Scheme — direct competitor in the UK broker marketplace.
• Haydock Finance: UK asset and equipment finance specialist serving SMEs through direct and broker channels — closely comparable customer base and equipment finance product set.

Broad incumbents

• Bibby Financial Services: Major UK invoice finance and SME lending provider; broader portfolio than Johnson Reed but competes for the same SME equipment and working capital finance demand.
• Together Money (Together Financial Services): UK specialist lender offering secured and unsecured SME finance, mortgages and bridging; a panel lender to Johnson Reed but also a competing direct source for the same borrowers.
• Close Brothers Asset Finance: UK bank-affiliated asset finance division offering hire purchase and leasing to SMEs via direct and broker channels; serves as a panel lender for Johnson Reed and competes for the same SME equipment deals.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/JohnsonReed
• Facebookfacebook.com/JohnsonReedLtd
• LinkedInlinkedin.com/company/johnson-reed

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Johnson Reed