We’re L.O.A.F.™, one of the first ‘payday’ firms to be fully authorised by the FCA in the UK (ahead of the well known brands). We are a startup driven by a belief that payday and short term credit in general is broken. It needs a radically different approach to be both fair and legitimate. What exists currently, even after significant regulatory intervention, is not fit for purpose — it’s too expensive, too often creates more problems for the customer than it solves and does not work positively with the psychology of customers who are experiencing a moment of financial insecurity. Through innovation in product and technology we deliver a radically different approach that focuses on valuing people’s character rather than the wealth that, by definition, we know they do not enjoy.