cashasap.co.uk
cashasap.co.uk (APFIN LTD) is a UK FCA-authorised direct online lender founded in 2013, offering short-term payday and multi-month instalment loans of £200-£750 to UK employed consumers for cash-flow bridging and unexpected expenses.
- Company typePrivate
- Founded2013
- HeadquartersLondon, United Kingdom
- Headcount—
- GTM typeB2C
- OfferingServices
What cashasap.co.uk does
cashasap.co.uk, operated by APFIN LTD, is a UK-based direct online lender offering short-term unsecured consumer credit under FCA authorisation (reference 673186) and membership of the Consumer Credit Trade Association. Founded in 2013 and headquartered in London, the company serves UK residents in employment who need small amounts of cash to bridge short-term income gaps or cover unexpected expenses such as car repairs, medical bills, or household costs. Its product set comprises two core offerings — single-payment payday loans (up to 35 days, £200-£300 for new customers) and multi-month instalment loans (3-6 months, £200-£400 for new customers) — supported by a network of sub-brand landing pages targeting use cases including bad-credit, same-day, and high-acceptance borrowers, with returning customers eligible for up to £750.
The technology stack is a self-serve web application built around automated credit and affordability decisioning, SSL-encrypted data capture, integration with TransUnion for credit-bureau data and fraud-prevention agencies, and disbursement via the UK's Faster Payments Service with funds typically reaching customer accounts within ~15 minutes of approval. Continuous Payment Authority (CPA) automates repayment collection, and an online calculator provides transparent repayment quotes pre-application.
Revenue is generated entirely through interest charges at a fixed 290% per annum on outstanding balances (representative 1264.8% APR), with total loan cost capped at 100% of the amount borrowed and no hidden fees beyond a £10 default fee on missed payments. The go-to-market model is direct-to-consumer — no brokers or branches — relying on SEO, content marketing via the company blog, price comparison presence (Clear and Fair), social media (Twitter/X, Facebook), and Trustpilot reputation. Declined applicants are referred to FCA-authorised partners (Leadtree Global, T.UK), and the firm participates in the Vulnerability Registration Service as part of its responsible-lender positioning. No revenue, headcount, funding, or ownership structure details are disclosed in public sources.
cashasap.co.uk firmographics
Firmographics- Name
- cashasap.co.uk
- Legal name
- APFIN LTD
- Website
- https://cashasap.co.uk
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Short description
- cashasap.co.uk (APFIN LTD) is a UK FCA-authorised direct online lender founded in 2013, offering short-term payday and multi-month instalment loans of £200-£750 to UK employed consumers for cash-flow bridging and unexpected expenses.
- Ownership category
- akta.pro rank
cashasap.co.uk industry classification
Industry- Product category
- Consumer Short-Term Lending
- NAICS
- Credit Intermediation and Related Activities (522)
- SIC
- Personal Credit Institutions (6141)
- akta.pro primary industry
- Single-Payment Payday Loans (FSAKAMAA)
- akta.pro secondary industry
- Small-Dollar Short-Term Installment Loans (Non-payday) (FSAKAMAI)
Keywords
Where cashasap.co.uk is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
cashasap.co.uk business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Technology or R&D, Personnel, Marketing or Sales, Others
Revenue model
- Short-term Loan Interest: Interest charges on payday loans and multi-month instalment loans. Fixed interest rate of 290% per annum on outstanding balances. Representative APR of 1264.8%. Revenue is earned through interest accrual on the principal loan amount, with repayment collected via CPA on agreed dates.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Payday Loans - New Customers (£200-£300) |
| Transaction based/ take rate | Multi-year contract | Multi-Month Loans - New Customers (£200-£400) |
| Transaction based/ take rate | Multi-year contract | Returning Customers (up to £750) |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels5 records
cashasap.co.uk product offering
Product offeringCore offering
CashASAP (operated by APFIN LTD) is a UK-based direct lender offering short-term unsecured loans to individual consumers. Its two core lending products are payday loans (£200–£300 for new customers, up to £750 for returning customers, repaid within up to 35 days) and multi-month instalment loans (£200–£400 for new customers, up to £750 for returning customers, repaid over 3–6 monthly instalments). All applications are processed online 24/7 and approved funds are disbursed directly to the customer's UK bank account via the Faster Payments Service, typically within approximately 15 minutes of approval.
Product overview
Cashasap.co.uk is a direct lender offering short-term unsecured loans to UK consumers. The product portfolio consists of two core loan products: Payday Loans (repaid in a single payment within 35 days) and Multi Month Loans (repaid in 3-6 instalments over several months). These are supported by several sub-brands including Same Day Loans, Quick Loans, Cash Loans, Bad Credit Loans, High Acceptance Loans, Online Loans, and Direct Lender Loans. All products share the same underlying lending infrastructure, application process, and creditworthiness assessment, differentiated primarily by loan term, repayment structure, and target customer segment. The company operates entirely online with no physical branches.
Differentiator
Problem solved
Functional benefit
Products and services
- Payday Loan Short-term unsecured loan repaid in a single payment on the borrower's next payday or chosen date within 35 days. Loan amounts range from £200–£300 for new customers and up to £750 for returning customers, with a fixed interest rate of 290% per annum (representative 1264.8% APR) and no hidden fees. Designed for UK residents who need a small cash advance to bridge to their next payday or cover unexpected expenses.
- Multi Month Instalment Loan Longer-term unsecured lending solution repaid over three to six monthly instalments, allowing borrowers to split repayment into smaller, more manageable amounts. Loan amounts from £200–£400 for new customers and up to £750 for returning customers, with a fixed interest rate of 290% per annum (representative 1264.8% APR). Designed for UK residents who prefer smaller monthly repayments over a longer horizon to settle their short-term borrowing.
Quantifiable outcome
- Loan transfer within ~15 minutes of approval
- +2 more outcomes
Companies that use cashasap.co.uk
Customer profileSegments3 records
Ideal customer profiles2 records
cashasap.co.uk technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature5 records
cashasap.co.uk partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered minor and core.
- Leadtree Global LimitedminorReferral partner for unsuccessful loan applications. If CashASAP cannot approve a customer's loan application, they may pass the customer's details to Leadtree Global Limited (FCA reference 728649) to help find alternative lending solutions from other lenders on their panel.
- T.UKminorReferral partner for unsuccessful loan applications. T.UK (FCA reference 688026) helps connect declined customers with alternative lenders in their network who may be able to offer credit.
- TransUnioncoreCredit reference agency used to check applicant credit files and credit history during the loan assessment process. TransUnion provides credit scoring data and fraud prevention services to support responsible lending decisions.
- Vulnerability Registration ServicecoreCashASAP is a participating member of the Vulnerability Registration Service. This independent service allows vulnerable customers to register their circumstances so that member organisations can take their situation into account, complementing regulatory responsibilities around dealing with vulnerable consumers.
- Clear and FairminorPrice comparison platform where CashASAP loans are listed for comparison. This drives qualified traffic from customers actively researching short-term loan options and provides transparency by allowing borrowers to compare CashASAP's rates against competitors.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
cashasap.co.uk competitors and assessment
Company assessmentEmerging players
- Creditspring: UK FCA-authorised subscription-based small-credit provider offering members fixed-fee access to short-term loans, addressing an overlapping subprime UK customer need via a different economic model than CashASAP.
- Salary Finance: UK employer-integrated employee credit provider offering small loans and salary-deducted advances, partially overlapping with CashASAP's short-term cash-flow bridging use case through workplace distribution.
Direct peers
- MyJar: UK FCA-authorised online direct lender offering short-term and instalment loans via a mobile-first platform, competing in the same online short-term credit category as CashASAP.
- SafetyNet Credit: UK FCA-authorised short-term online lender targeting subprime borrowers with similar small-ticket instalment and cash-advance products to CashASAP.
- Mr Lender: UK online short-term and instalment lender offering £200-£1,000 loans to consumers, with comparable FCA-regulated direct-lender positioning and payday/instalment product mix.
- The Money Platform: UK FCA-authorised online short-term lender offering small-sum loans to UK consumers with poor credit, directly overlapping with CashASAP's target customer and product profile.
- 247Money: UK online payday and short-term instalment lender serving similar subprime UK consumer segments through a digital, FCA-authorised platform comparable to CashASAP.
- CashFloat: UK FCA-authorised online lender providing short-term and instalment loans to subprime borrowers, directly comparable in product type, customer segment, and online-only distribution to CashASAP.
- Peachy: UK online direct lender offering short-term payday and instalment loans to consumers with a similar online-only model and similar FCA-regulated short-term credit product set as CashASAP.
Broad incumbents
- Non-Standard Finance (formerly Provident Financial): UK-listed provider of non-standard consumer credit (home credit and consumer lending) historically serving similar subprime UK segments, providing broader sector context for CashASAP's niche online short-term lending model.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
cashasap.co.uk social profiles
Digital presencecashasap.co.uk compliance and trust
Trust signalCompliance3 records
cashasap.co.uk financial estimates
Financial estimateRevenue estimate
Valuation estimate
cashasap.co.uk leadership team
Management profileNumber of profiles
Profiles1 record
cashasap.co.uk funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
cashasap.co.uk 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 cashasap.co.uk
What does cashasap.co.uk do?
CashASAP (operated by APFIN LTD) is a UK-based direct lender offering short-term unsecured loans to individual consumers. Its two core lending products are payday loans (£200–£300 for new customers, up to £750 for returning customers, repaid within up to 35 days) and multi-month instalment loans (£200–£400 for new customers, up to £750 for returning customers, repaid over 3–6 monthly instalments). All applications are processed online 24/7 and approved funds are disbursed directly to the customer's UK bank account via the Faster Payments Service, typically within approximately 15 minutes of approval.
Is cashasap.co.uk a public or private company?
cashasap.co.uk is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was cashasap.co.uk founded?
cashasap.co.uk was founded in 2013.
Where is cashasap.co.uk based?
cashasap.co.uk is headquartered in London, United Kingdom, in the Europe region.
How does cashasap.co.uk make money?
One revenue line is on record: short-term Loan Interest.
Who are cashasap.co.uk's main competitors?
Emerging players on record are Creditspring and Salary Finance. Direct peers are MyJar, SafetyNet Credit, Mr Lender, The Money Platform, 247Money, CashFloat and Peachy. Non-Standard Finance (formerly Provident Financial) is listed as a broad incumbent.
Does cashasap.co.uk have an API?
No public API is recorded for cashasap.co.uk.
What industry is cashasap.co.uk in?
cashasap.co.uk's product category is Consumer Short-Term Lending. Its primary akta.pro industry code is FSAKAMAA, Single-Payment Payday Loans, with a secondary code of FSAKAMAI, Small-Dollar Short-Term Installment Loans (Non-payday). Its NAICS code is 522 and its SIC code is 6141.