The Idea is a 'new generation', multi-dimensional loans comparison website, designed to provide fair and bespoke loan offers for its customers. Already established, with a large customer base and fully operational, intends to disrupt a very profitable but unfair, bloated and complacent price comparison website (PCW) industry with breakthrough technology, design, and transparency. Its aim is to become the uSwitch of the loans market.’s initial offering is for loans and covers the entire loans market, but will eventually be for all consumer and commercial products to do with money. Its algorithms are based solely on finding the best deal for its customer considering their credit situation and the lenders’ underwriting standards.

Technology lies at the heart of what does. Unlike other Price Comparison Websites (PCWs), deploys Machine Intelligence to recommend totally unique, up-to-the-minute, highly personalised products to customers in an unbiased way.

The market for PCWs is very significant in the UK. There were 33m internet searches for loans in the UK last year, but only 3.7m internet users searched for a loan on a PCW and only 1.9m people have taken out a loan via a PCW.

The PCW business model has shown strong profitability for over a decade, with margins of between 19-65%. The big brands are well known through extensive television marketing campaigns but trust in PCWs is waning. Consumers feel they are being gamed and lenders are often squeezed or skewed due to bias. As a result, regulators and the press have become increasingly critical of unfair practices across the industry. is run by a market-leading team with proven track records and senior level experience at JP Morgan Chase,, Moonpig/Photobox, GoCompare, BBC, KPMG and Grant Thornton.

With its breakthrough technology, simple design, and transparent practices, is perfectly placed to shake up the unfair, complacent Price Comparison industry. Fair and unbiased finance offers are what regulators and consumers have been crying out for, and it’s what Fairmoney delivers. is seeking to raise £600k in this round, which equates to 30% of the business and reflects a £1.4m pre-investment valuation. The first £150k of this amount is eligible for SEIS (pending final approval). This investment will be used to develop the company’s marketing, technology, and customer acquisition. foresees a trade sale to one of the larger PCWs as the most likely exit, but an acquisition by a PE or financial services group is possible as is an IPO.

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The Market

The Price Comparison Website market is currently estimated to be valued at £2.3bn, which is largely attributed to seven major players, including uSwitch, MoneySuperMarket and GoCompare.

The majority of customers that use PCWs are looking for information on Car and Home insurance.

However, has identified the niche currently underserved by the available market participants: Consumer Loans.

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Exit Strategy

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Live Pitch

Project Documents

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the Numbers

Target: £600,000 Raised so far: £200,000.00 Investors: 16
  • Days Left
  • Funded

top investors

Jim : £60,000 Roger : £24,000 Laurence : £24,000 William : £16,000