What Choice Loans does

Choice Loans, trading as Choice Commercial Finance and Choice Business Loans, is a UK-based commercial finance broker operated by the private limited company Choice Money Limited. Founded in 2002 and headquartered in Amersham, the firm connects UK small and medium-sized businesses with suitable lenders across a curated portfolio of 17 financial products, spanning business finance (unsecured and secured business loans, asset finance, green finance, merchant cash advance, invoice finance, professional practice loans, tax and VAT loans, MBO and acquisition finance, trade and supply chain finance, supplier invoice funding, e-commerce funding, revolving credit, and the government-backed Growth Guarantee Scheme) and property finance (commercial mortgages, bridging loans, and development finance). The firm does not lend its own capital; it earns broker commission paid by lenders on successful placements, with no upfront fee to the customer and commission disclosed in advance.

The company is authorised and regulated by the Financial Conduct Authority (FRN 667915) and holds Certified B Corporation status from B Lab. It is a member of the National Association of Commercial Finance Brokers (NACFB), the Federation of Small Businesses (FSB), and Buckinghamshire Business First. Customer acquisition is driven primarily by referral partnerships with accountants, chartered accountants, and business advisors, supplemented by a content-led website with a loan calculator, blog, and testimonials, plus a presence on LinkedIn and X. There is no proprietary technology platform disclosed; the operating model is a traditional, relationship-led advisory broker rather than an automated marketplace.

The firm operates with 1-10 disclosed employees, serves the United Kingdom exclusively, and reports no parent company, funding rounds, acquisitions, or management team in the public record. Revenue and headcount trends are not disclosed, and there is no indication of AI/ML capability, APIs, or proprietary data assets. The business model is fundamentally transaction-based: a commission is earned from the lender only when an application successfully completes, making deal volume and ticket mix the core economic drivers.

Name

Choice Loans

Legal name

Choice Money Limited

Website

https://choicebusinessloans.co.uk

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

1–10 employees

Short description

Choice Loans (Choice Money Limited) is a UK-based FCA-authorised commercial finance broker, founded 2002 in Amersham, connecting SMEs with lenders across 17 business and property finance products via referral partners and advisory relationships, earning commission on successful placements.

Ownership category

akta.pro rank

Product category

Commercial Finance Brokerage

NAICS

Mortgage and Nonmortgage Loan Brokers (522310)

SIC

Loan Brokers (6163), Mortgage Bankers & Loan Correspondents (6162)

akta.pro primary industry

SME Term Loans & Growth Capital (FSAKAGAB)

akta.pro secondary industry

Short-Term Credit Broking & Lead Generation (FSAKAMAN)

Keywords

• Commercial finance brokerage
• SME business loans
• Alternative business finance
• Commercial property finance
• Asset and invoice finance

Headquarters

HQ city

Amersham

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Broker Commission: Choice Commercial Finance operates as a broker, not a lender. The company does not charge customers an upfront fee. When a finance application is successful, a broker commission is charged by the lender and declared to the customer in advance. This is a success-based commission model typical of commercial finance brokers.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Choice Loans is a UK commercial finance brokerage that matches small and medium-sized businesses with lenders across 17 finance products, including unsecured and secured business loans, asset finance, invoice finance, merchant cash advance, green finance, professional practice loans, MBO and acquisition finance, trade and supply chain finance, revolving credit, commercial mortgages, bridging loans, and development finance. The firm operates on a no-upfront-fee broker model, earning commission only on successful placements.

Product overview

Choice Commercial Finance operates as a commercial finance broker, not a direct lender, connecting businesses with suitable lenders through a curated portfolio of 17 distinct financial products. The offering spans two main categories: business finance products (including Growth Guarantee Scheme, unsecured and secured business loans, asset finance, green finance, merchant cash advance, invoice finance, professional practice loans, tax and VAT loans, MBO and acquisition finance, trade and supply chain finance, supplier invoice funding, e-commerce funding, and revolving credit lines) and property finance products (including commercial mortgages, bridging loans, and development finance). The company positions itself as an intermediary that matches business financing needs with appropriate lending solutions, supported by expert advisory services.

Differentiator

Problem solved

Functional benefit

Products and services

• Growth Guarantee Scheme A government-backed scheme providing access to finance for growth-focused businesses, part of the UK's broader initiative to support SME expansion. Broker-arranged through Choice Loans.
• Unsecured Business Loan Short-term business financing without requiring collateral, ideal for businesses seeking quick access to capital without pledging assets. Broker-arranged for UK SMEs.
• Secured Business Loans Business loans backed by collateral such as property or equipment, typically offering lower interest rates and higher borrowing amounts. Broker-arranged for UK SMEs.
• Asset Finance Financing solutions for acquiring business assets including equipment, machinery, and vehicles through lease or hire purchase arrangements. Broker-arranged for UK businesses.
• Green Finance Specialized financing for environmentally sustainable projects and initiatives, supporting businesses in achieving their green objectives. Broker-arranged for UK businesses.
• Merchant Cash Advance A financing option where businesses receive an upfront cash advance repaid through a percentage of future card sales, suitable for retail and hospitality businesses. Broker-arranged.
• Invoice Finance Funding solutions that allow businesses to unlock cash tied up in outstanding invoices, improving cash flow without waiting for customer payments. Broker-arranged for UK businesses.
• Professional Practice Loans Specialized financing tailored for professional practices including law firms, accountants, and medical practices, addressing their unique operational needs. Broker-arranged.
• Tax and VAT Loans Short-term financing solutions designed to help businesses manage their tax obligations and VAT payments without disrupting operational cash flow. Broker-arranged.
• MBO and Acquisition Finance Financing solutions for management buy-outs and business acquisitions, providing capital for ownership transitions and expansion through acquisition. Broker-arranged.
• Trade and Supply Chain Finance Financing solutions that support international and domestic trade activities, helping businesses manage cash flow throughout their supply chain. Broker-arranged.
• Supplier Invoice Funding Funding mechanism that allows businesses to pay suppliers early by leveraging invoice value, improving supplier relationships and negotiating power. Broker-arranged.
• E-commerce Funding Specialized financing solutions for online retailers and e-commerce businesses, addressing the unique cash flow challenges of digital commerce. Broker-arranged.
• Revolving Credit Line A flexible credit facility that allows businesses to draw, repay, and redraw funds as needed, providing ongoing access to capital. Broker-arranged for UK businesses.
• Commercial Mortgages Long-term property financing solutions for purchasing or refinancing commercial real estate, including offices, retail spaces, and warehouses. Broker-arranged.
• Bridging Loans Short-term financing solutions designed to bridge the gap between purchasing a new property and securing long-term funding or selling an existing asset. Broker-arranged.
• Development Finance Specialized financing for property development projects, including ground-up construction, renovation, and conversion of existing structures. Broker-arranged.

Quantifiable outcome

• 6+ year relationships with referral partners

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered minor and core.

• Federation of Small Businesses (FSB)minorOthersFSB membership displayed in footer. The Federation of Small Businesses is a not-for-profit organisation that supports and campaigns for SMEs in the UK. Membership indicates alignment with SME advocacy but does not represent a formal GTM partnership.
• National Association of Commercial Finance Brokers (NACFB)coreOthersNACFB membership displayed prominently. The NACFB is the UK's largest trade body for commercial finance brokers. Active involvement includes participation in the 'Moving Britain Forward' campaign, a NACFB initiative galvanising the lending community's collective efforts to keep businesses moving forward.
• Buckinghamshire Business FirstminorOthersLogo displayed in footer. Buckinghamshire Business First is a local growth hub for businesses in Buckinghamshire, providing business support and networking. Membership indicates local business community engagement.

Scale indicators1 record

Recent moves4 records

Expansion highlights4 records

Direct peers

• Nucleus Commercial Finance: UK commercial finance broker and NACFB member arranging business loans, asset finance, invoice finance, and property finance for SMEs—a closely comparable specialist intermediary in the same product categories.
• Rangewell: UK commercial finance broker and comparison platform for SMEs, matching borrowers with lenders across business loans, asset finance, and property finance—directly overlapping with Choice Loans' broking model and target SME customer.
• Clifton Private Finance: UK broker arranging commercial and personal finance including business loans, bridging finance, and asset finance for SMEs and individuals—closely comparable intermediary with similar product breadth.

Emerging players

• Tide: UK digital business banking and finance platform serving SMEs with current accounts, loans, and integrated finance—adjacent player reducing reliance on external brokers in the same SME segment.
• iwoca: UK fintech lender providing flexible working capital and small business loans directly to SMEs—an emerging direct competitor that bypasses traditional brokers for smaller-ticket lending.
• Capital on Tap: UK fintech providing working capital and business credit cards to SMEs—an emerging digital lender reducing the SME segment's reliance on traditional brokers for short-term credit.
• Fleximize: UK alternative finance provider offering unsecured and secured business loans, asset finance, and growth capital to SMEs—an emerging direct lender competing for the same customers brokers serve.

Broad incumbents

• Allica Bank: UK challenger bank serving SMEs with business current accounts, commercial mortgages, and business loans—a broader incumbent that competes directly for SME lending relationships that brokers like Choice Loans would otherwise arrange.
• Bibby Financial Services: Large established UK provider of invoice finance, asset finance, and commercial lending to SMEs—an incumbent whose direct finance offerings compete with brokers' SME finance placements.
• Funding Circle: Established UK-listed SME lending platform operating across business loans and property finance; overlaps with Choice Loans' SME borrower base but operates as a direct lender/investor marketplace rather than a traditional broker.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights5 records

Customer concentration

• Xtwitter.com/Choice_Loans
• LinkedInlinkedin.com/company/choice-businessl-loans

Compliance2 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 Choice Loans