growing power
Growing Power is a UK online credit broker (Digitonomy Limited) that matches consumer borrowers with a panel of 50+ FCA-authorized lenders via soft search technology, earning commission on successful loan referrals.
- Company typePrivate
- Founded2018
- HeadquartersChester, United Kingdom
- Headcount—
- GTM typeB2C
- OfferingServices
What growing power does
Growing Power is a UK-based online credit broker, operated as a trading style of Digitonomy Limited, a private limited company registered in England and Wales in 2018 and headquartered in Chester. The company matches UK consumers seeking personal loans with a panel of more than 50 FCA-authorized and regulated lenders through a single online application. Its core product is a loan matching service that uses soft search technology to assess applicant eligibility without leaving visible footprints on the user's credit file, with eligibility decisions returned within 60 seconds; matched applicants are then redirected to the chosen lender to complete a full application.
The platform's technology stack is built around a lender matching algorithm that pairs applicants with suitable products from the lender panel, supplemented by a credit reference agency partnership with Equifax for identity verification and soft search creditworthiness checks, Open Banking integration, and third-party data services from Infinian for affordability and vulnerability assessment. The product surface is broad but functionally a single offering segmented across numerous SEO-targeted loan categories — payday, short-term, bad credit, guarantor, same day, emergency, student, no credit check, and small loans — with loan sizes from £100 to £10,000 and terms from 3 to 60 months.
Growing Power operates a commission-based affiliate-referral business model. Consumers pay no fees; the company earns referral commissions from lenders on the panel when matched customers enter into credit agreements, and may also earn fees by referring unmatched applicants to alternative service providers such as credit-building tools, some of which carry monthly fees. Go-to-market is fully digital and self-serve, relying on paid search (Google Ads, Microsoft Advertising), paid social (Facebook, Instagram), SEO across loan-category landing pages, content marketing through the company blog, and direct channels including email, SMS, and WhatsApp. The target segments are UK residents, with particular emphasis on consumers with impaired credit, thin credit files, or those seeking emergency funds who have been declined by traditional high-street lenders.
growing power firmographics
Firmographics- Name
- growing power
- Legal name
- Digitonomy Limited
- Website
- https://growingpower.co.uk
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Short description
- Growing Power is a UK online credit broker (Digitonomy Limited) that matches consumer borrowers with a panel of 50+ FCA-authorized lenders via soft search technology, earning commission on successful loan referrals.
- Ownership category
- akta.pro rank
growing power industry classification
Industry- Product category
- Credit Brokerage / Consumer Loan Comparison
- NAICS
- Mortgage and Nonmortgage Loan Brokers (522310), Consumer Lending (522291)
- SIC
- Loan Brokers (6163)
- akta.pro primary industry
- Short-Term Credit Broking & Lead Generation (FSAKAMAN)
- akta.pro secondary industry
- Small-Dollar Short-Term Installment Loans (Non-payday) (FSAKAMAI)
Keywords
Where growing power is headquartered
LocationHeadquarters
- HQ city
- Chester
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
growing power business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Marketing or Sales, Technology or R&D, Personnel, Operations, Others
Revenue model
- Lender Commission: Growing Power receives commission from lenders or other brokers when a customer enters into a consumer credit agreement with a lender following an introduction through the website. The service is free for customers to use.
- Alternative Products Referral: If unable to find a suitable loan, the company may transfer customers to alternative firms offering services such as credit building tools, debt advice, or buy now pay later options. Some of these services may incur a monthly fee.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Monthly | Short-term personal loans through panel of 50+ lenders |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels7 records
growing power product offering
Product offeringCore offering
Growing Power is a UK-based online credit broker (trading name of Digitonomy Limited) that matches UK consumers seeking personal loans with a panel of over 50 FCA-authorised and regulated lenders. The platform uses soft search technology to scan lender panels and present eligible loan offers to applicants within 60 seconds, without leaving a visible footprint on the customer's credit file. Loans range from £100 to £10,000 with repayment terms of 3 to 60 months, and the service is free for consumers.
Product overview
Growing Power is a credit broker platform (trading name of Digitonomy Limited) that operates as a loan comparison and matching service for UK consumers. The platform connects borrowers with over 50 FCA-authorized and regulated lenders through a single online application. The core service uses soft search technology to match applicants with suitable loan products without affecting their credit score. The product portfolio includes short-term loans, payday loans, bad credit loans, same day loans, emergency loans, guarantor loans, and student loans—all accessible through the main loan matching platform. Loans range from £100 to £10,000 with repayment terms of 3 to 60 months. The service is free for consumers, with the company earning commission from lenders when applications result in successful loan agreements.
Differentiator
Problem solved
Functional benefit
Products and services
- Loan Matching Service (Credit Broker) Core online credit broker service that matches UK borrowers with lenders from a panel of over 50 FCA-authorised and regulated finance companies. Customers complete a short online form, a soft search is performed (which does not affect the customer's credit score), and eligible loan offers are returned within 60 seconds. Matched customers are redirected to the lender's site to complete a full application.
Quantifiable outcome
- 60-second quote decision
- +1 more outcomes
Companies that use growing power
Customer profileSegments3 records
Ideal customer profiles3 records
growing power technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
growing power partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and supporting.
- Equifax LimitedcoreEquifax serves as the credit reference agency (CRA) for soft searches. Growing Power shares personal information with Equifax to check identity and creditworthiness, enabling the matching process with lenders on their panel.
- Lenders Panel (50+)corePanel of over 50 FCA-authorized and regulated consumer credit lenders, brokers, and credit card issuers. These partners provide the actual loan products that customers are matched with through Growing Power's broker service.
- HD Decisions Limited (Experian business)supportingProvider of pre-screening and eligibility checking services for credit card products. Used when customers search for credit cards through the platform.
- Capital One (Europe) plcsupportingProvider of eligibility scoring for Capital One credit card products through pre-screening services.
- Madison CF UK Limited (118 118 Money)supportingProvider of eligibility scoring services for 118 credit products. Part of the pre-screening network for credit card applications.
- Infinian Data Services LimitedsupportingThird-party data services provider. Growing Power may share limited personal information for purposes including affordability assessment, tracing and identity verification, credit and risk management, and identification of vulnerability.
Scale indicators2 records
Recent moves5 records
Expansion highlights4 records
growing power competitors and assessment
Company assessmentDirect peers
- Loans Warehouse: UK credit broker offering short-term personal loans from a panel of lenders. Directly comparable to Growing Power as a non-mortgage loan broker matching UK consumers with FCA-authorized lenders using soft search technology.
- CashLady: UK credit broker specializing in short-term and payday loan matching. Operates a similar lender-panel model with soft search eligibility checks for UK consumers seeking small personal loans.
- Evolution Money: UK broker offering personal loans including to borrowers with imperfect credit history. Comparable broker-platform model connecting consumers with a curated lender panel for unsecured personal loans.
- Buddy Loans: UK broker specializing in guarantor loans but also offering no-guarantor products. Closely comparable operating model to Growing Power as an FCA-regulated broker matching borrowers with lender panels.
- QuidMarket: UK short-term loan broker serving borrowers with varied credit profiles. Operates with similar lender-panel referral economics and FCA-regulated credit broker positioning.
Broad incumbents
- MoneySupermarket Group: UK's largest price comparison website covering loans, insurance, and financial products. Overlaps with Growing Power's loan comparison functionality as part of a much broader financial services marketplace, with significantly larger marketing budget and brand recognition.
- Compare the Market: UK price comparison platform offering loan, credit card, and insurance comparison. Competes with Growing Power for organic and paid traffic on loan comparison queries, but operates as a generalist incumbent rather than a specialist short-term credit broker.
- MoneyfactsCompare: UK financial product comparison service providing loan and credit card data. Overlaps with Growing Power's loan matching focus as a broader incumbent comparison platform with stronger brand and SEO authority.
Others
- 118 118 Money: UK consumer lender (Madison CF UK Limited) that appears on Growing Power's lender panel. Comparable as a UK subprime personal loan provider, but operates as a direct lender rather than a broker; represents a partner/competitor depending on vertical.
Emerging players
- Sunny Loans: UK-based short-term and instalment loan provider. Operates as a direct lender in the same short-term credit category Growing Power brokers, making it both a potential lender partner and a vertical competitor for subprime UK borrowers.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
growing power social profiles
Digital presencegrowing power financial estimates
Financial estimateRevenue estimate
Valuation estimate
growing power leadership team
Management profileNumber of profiles
growing power funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
growing power 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 growing power
What does growing power do?
Growing Power is a UK-based online credit broker (trading name of Digitonomy Limited) that matches UK consumers seeking personal loans with a panel of over 50 FCA-authorised and regulated lenders. The platform uses soft search technology to scan lender panels and present eligible loan offers to applicants within 60 seconds, without leaving a visible footprint on the customer's credit file. Loans range from £100 to £10,000 with repayment terms of 3 to 60 months, and the service is free for consumers.
Is growing power a public or private company?
growing power is a private company. It is classified as unknown and is currently operating.
When was growing power founded?
growing power was founded in 2018.
Where is growing power based?
growing power is headquartered in Chester, United Kingdom, in the Europe region.
How does growing power make money?
Two revenue lines are on record. Lender Commission is the primary driver. The others are alternative Products Referral.
Who are growing power's main competitors?
Direct peers on record are Loans Warehouse, CashLady, Evolution Money, Buddy Loans and QuidMarket. Broad incumbents are MoneySupermarket Group, Compare the Market and MoneyfactsCompare. 118 118 Money is listed as an others. Sunny Loans is listed as an emerging player.
Does growing power have an API?
No public API is recorded for growing power.
What industry is growing power in?
growing power's product category is Credit Brokerage / Consumer Loan Comparison. Its primary akta.pro industry code is FSAKAMAN, Short-Term Credit Broking & Lead Generation, with a secondary code of FSAKAMAI, Small-Dollar Short-Term Installment Loans (Non-payday). Its NAICS code is 522310 and its SIC code is 6163.