UK SME Lender Love Finance Rebrands as Lovey Following 106% Revenue Growth

Birmingham-based SME lender Love Finance has officially rebranded as Lovey, marking the next phase of growth for the company following a year of exceptional financial performance.

The rebrand comes as the company reports revenue more than doubling year-on-year, rising from £9.3 million in 2024 to approximately £19.1 million in FY 2025—a 106% increase. Loan volumes grew correspondingly, from £96 million to £195 million over the same period.

Founded in 2016 by Jack Smith, the company has remained profitable throughout its growth trajectory while scaling from 10 employees in 2021 to over 110 staff today. The business remains bootstrapped and founder-led.

Strategic Positioning

The new name, described by the company as "shorter, sharper and easier to recall," is designed to differentiate Lovey in an increasingly crowded financial services market while maintaining the approachable brand identity that has defined its customer relationships.

"This change marks the start of a new chapter for the brand," said Jack Smith, Founder and CEO of Lovey. "Lovey is a British term of endearment, and it captures the warmth and approachability that sit at the heart of how we work with our customers."

Smith added that the rebrand "reinforces our mission: making lending simple, fast, and beautiful, while preparing the business for growth ahead."

Continued Operations

The company emphasised that existing services, contracts and relationships remain unchanged. Lovey continues to combine technology with direct lending and brokerage services, offering funding solutions to UK businesses with what it describes as an industry-leading 5-star Trustpilot rating.

Since its founding, the company has funded over £400 million in loans for more than 10,000 SMEs across the UK. It has been recognised by EY, Deloitte, The Sunday Times, Financial Times, and the UK Growth Index as one of the UK's fastest-growing companies.

To find out more, visit: lovey.com