Exclusive: Lending Works rebrands as Fluro to “squarely focus” on embedded lending

Lending Works is becoming ‘Fluro’, part of a rebrand and refocus of the business on its core plan to become the leading embedded lender, AltFi can exclusively reveal.

Founded by Nick Harding in 2014 as a peer-to-peer consumer lender and initially competing against Zopa and RateSetter,Lending Works evolved over the years into a B2B player offering embedded lending services for the likes of Revolut and Direct Line.

“We’re getting to a point where we've got a business that has proven itself to be extremely successful in meeting and servicing our consumer loan customers,” Harding told AltFi. “And we needed a brand that reflected how that business has flourished.”

Indeed, in 2020 the company was acquired by asset manager Intriva Capital to both fund its lending and scale the business, growing now to 75 employees.

“It worked out perfectly,” said Harding looking back at the deal now nearly two years later. 

“They wanted to find a business that they could take and be an institutionally funded platform, and we wanted to find an institutional funder who could fulfil our ambitions.”

Under the new Fluro brand, Harding said the business will double down on its role as an institutionally-funded embedded lender, forging close partnerships and offering up its lending tech for companies to quickly develop and roll out their own consumer loans.

The colourful rebranding as Fluro is a move both to draw a line under Lending Works’ history in peer-to-peer, and refocus entirely on this partnership work.

“We see it as an evolution, not that the embedded lending part of the business has evolved recently, but more that our focus is now squarely on it,” added Harding.

Since 2014 Fluro has lent more than £200m to borrowers, largely through its embedded lending for third-parties to offer its loans.