Believe Loans

What Believe Loans does

Believe Loans Ltd is a UK-based credit broker — not a lender — that matches residential property owners with secured-loan providers from a multi-lender panel. The company operates from registered offices in Doncaster and Stockport (Believe House, Heavens Walk, Doncaster, DN4 5HZ) and is regulated by the Financial Conduct Authority (FCA Number 786476) as an Appointed Representative of Believe Advisor Limited (FCA Number 841395). Its single product offering spans loan sizes of £5,000 to £500,000, terms of 3 to 30 years, and advertised rates of 5.99% to 49% APR, with primary use cases being debt consolidation, home improvements, and emergency funding for borrowers whose credit profiles range from clean to adverse.

The company runs a direct-to-consumer distribution model through an online platform and a phone-based advisory service. The platform uses a soft-search eligibility check that does not impact the customer's credit score, then routes applications to suitable lenders on the firm's panel. The company describes a self-developed technology stack enabling fast quote generation and online application processing, with funds typically disbursed within 1–3 working days and up to two weeks end-to-end. Customer acquisition is driven by Google and Bing paid search, organic content marketing (FAQ, how-it-works pages), and Google/Bing re-marketing, supported by an "Excellent" Trustpilot rating for bottom-of-funnel social proof. Operational integrations include the three major UK Credit Reference Agencies (Equifax, Experian, TransUnion) for creditworthiness assessment, identity verification, and fraud prevention, and CookieFirst for GDPR-compliant cookie consent management.

The revenue model is transaction-based broker commission: the firm earns fees from lenders on its panel when loans are successfully placed, with no upfront customer charges and full fee disclosure handled by advisers prior to application. The company is a private limited company (Company Number 10712649) operating as part of the Believe Money Group, alongside Believe Specialist Finance, Believe Protect, and Simply Money, with documented data-sharing arrangements across the group subject to customer consent. No external venture capital, private equity, or acquisition funding is evidenced in the available materials, suggesting the business is bootstrapped or funded from operating cash flow. Headcount sits in the 11–50 range across the Doncaster and Stockport sites.

Name

Believe Loans

Legal name

Believe Loans Ltd

Website

https://believeloans.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Believe Loans Ltd is a UK FCA-regulated credit broker that matches residential homeowners with secured-loan lenders on its panel, offering £5,000–£500,000 loans across 3–30 year terms via online and phone-based advisory channels.

Ownership category

akta.pro rank

Product category

Consumer Lending / Credit Brokerage

NAICS

Mortgage and Nonmortgage Loan Brokers (52231)

SIC

Loan Brokers (6163)

akta.pro primary industry

Home Improvement Personal Loans (Unsecured Installment) (FSAKAAAE)

akta.pro secondary industry

Debt Consolidation Personal Loans (Unsecured Installment) (FSAKAAAD)

Keywords

• Secured loan broker
• Credit broker services
• Debt consolidation loans
• Homeowner secured lending
• UK loan brokerage

Headquarters

HQ city

Doncaster

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Broker Commission: Believe Loans operates as a licensed credit broker (not a lender) and earns commission from lenders on their panel when loans are successfully placed. The company does not charge any upfront fees to customers - all fees and charges are explained by the adviser prior to application and are detailed in the Terms of Business and mortgage illustration.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

Believe Loans is a UK credit broker that matches homeowners with lenders offering secured loans ranging from £5,000 to £500,000 with terms from 3 to 30 years and rates of 5.99%–49% APR. The service targets debt consolidation, home improvements, and other borrowing needs, with a soft-search eligibility check that does not affect the customer's credit score. Funds are typically disbursed within 1–3 working days or up to two weeks after approval.

Product overview

Believe Loans operates as a single-product credit broker, not a direct lender. The company functions as an Appointed Representative of Believe Advisor Limited (FCA 841395) and serves as part of the Believe Money Group. Their sole service offering is a secured loan brokering platform that connects homeowners with lenders through their panel, offering loans between £5,000 and £500,000 with terms from 3 to 30 years. The platform provides a soft-search eligibility check, compares rates across multiple lenders, and facilitates the full loan application process including debt consolidation, home improvements, and general secured borrowing. The company also offers related services under the broader Believe Money Group including specialist finance, protection products, and additional financial services.

Differentiator

Problem solved

Functional benefit

Products and services

• Believe Loans Secured Loan Broker Service A credit broking service that searches a panel of UK lenders on behalf of homeowners to find suitable secured loan offers ranging from £5,000 to £500,000 with terms of 3–30 years and APRs of 5.99%–49%. It facilitates debt consolidation, home improvements, and other personal borrowing needs through an online eligibility check, phone-based advisory support, and full application processing, with funds typically disbursed within 1–3 working days or up to two weeks after approval.

Named customers3 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature1 record

Partnerships

Four partnerships are on record, tiered core.

• Believe Advisor LimitedcoreStrategic or Co-development PartnerBelieve Loans Ltd (FCA 786476) is an Appointed Representative of Believe Advisor Limited (FCA 841395), which is authorised and regulated by the Financial Conduct Authority. Believe Advisor Limited is the principal network for Believe Loans and is also part of the Believe Money Group. Registered address: Believe House, Heavens Walk, Doncaster, DN4 5HZ (Company No. 11842506).
• Credit Reference Agencies (Equifax, Experian, TransUnion)coreTechnology or IntegrationBelieve Loans works with credit reference agencies to assess creditworthiness, check identity, and prevent criminal activity. CRAs provide information about applicants' financial history and share data with other organisations. Equifax, Experian, and Call Credit (TransUnion) are referenced in the privacy policy.
• Lenders on PanelcoreChannel Partner/ Reseller/ DistributorBelieve Loans searches their panel of lenders to find the best deal for each customer. As a credit broker, they don't lend money themselves but match customers with suitable lenders from their panel. A list of lenders on the panel is available on request.
• Believe Money Group (including Believe Specialist Finance, Believe Protect, Simply Money)coreStrategic or Co-development PartnerBelieve Loans is part of the Believe Money Group. With customer consent, data may be shared with related group companies: Believe Specialist Finance, Believe Loans, Believe Protect, and Simply Money.

Scale indicators1 record

Recent moves5 records

Expansion highlights3 records

Broad incumbents

• London & Country Mortgages (L&C): One of the UK's largest mortgage brokers, also handling secured loans and remortgages. Comparable panel-based intermediation model but with much broader product breadth and significantly larger scale.
• John Charcol: Long-established UK mortgage broker handling standard and more complex borrower cases, including near-prime applicants. Comparable FCA-regulated intermediation model and exposure to non-standard homeowner lending.
• Mojo Mortgages: UK digital mortgage broker with proprietary platform comparing lender panels. Comparable online broker model and panel-based intermediation, but focused on residential mortgages rather than near-prime secured loans.
• Better.co.uk: UK online mortgage broker with a digital-first, panel-based intermediation model. Comparable technology-enabled broker proposition, though focused more on standard residential mortgages than secured homeowner loans.
• Habito: UK online mortgage and secured-loan broker with proprietary technology and a broader product portfolio (mortgages, remortgages, secured loans). Comparable technology-led intermediation model but operates at larger scale and includes primary mortgage products.

Direct peers

• Fluent Money: UK secured loan specialist focused on homeowner loans for debt consolidation and home improvements. Highly comparable product range, customer segment (homeowners with diverse credit profiles), and FCA-regulated broker/lender model.
• Norton Finance: Long-standing UK loan broker arranging secured homeowner loans, bridging finance, and personal loans. Comparable intermediation-only model, FCA regulation, and focus on homeowners seeking non-standard lending solutions.
• Ocean Finance: Established UK credit broker offering secured and unsecured loans, with a strong debt-consolidation proposition. Comparable on product breadth (multiple loan types), direct-to-consumer marketing approach, and FCA-regulated intermediation model.
• 1st Financial: UK credit broker arranging secured homeowner loans and debt consolidation solutions. Comparable product focus on near-prime and credit-impaired homeowners using a panel of lenders.
• Evolution Money: UK specialist in secured homeowner loans and debt consolidation, operating as a direct lender/broker for near-prime borrowers. Closely matches Believe Loans' secured-loan focus, near-prime customer targeting, and panel-based origination model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

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 Believe Loans