Customers are at the heart of everything we do

Our vision is straightforward, to help people be better with credit. This is powered by our Manifesto.

Our Manifesto is made up of four core principles, we’re a welcoming, understanding, knowing and rewarding business. We make our Manifesto meaningful by placing our customers at its heart, and our Manifesto at the heart of our business strategy. It’s as simple as that.

Our Manifesto in action

We’re proud to serve over 5 million customers across the UK through our diverse and growing business. So, our Manifesto comes to life in different ways for different people. Whether this is offering new ways of responsibly saying “yes” to more customers or developing tools for people to better manage their account, we continuously strive to help customers responsibly make the most of their products with us.   

Here's what our Manifesto means for our customers.   

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 Our Manifesto in numbers

Our Manifesto is a powerful and positive force within our organisation. It pushes us and makes us think about shaping everything we do around our customers, so that we can help them be better with credit.

We use our extensive knowledge of the Near Prime and Co-Brand sectors to develop products and services that help meet the credit needs of our customers, giving them access to the flexibility and benefits that credit provides.

How did we deliver our Manifesto promise in 2017? 


The NewDay Manifesto in more detail

We will help our customers be better with credit, providing products that responsibly meet their needs. Whether this is offering new ways of accessing credit with a leading retailer or providing tools to facilitate customers’ management of their accounts, we will continuously strive to help customers responsibly make the most of their credit.

We offer an alternative approach to financial services that is in touch with people and their lives. It is an approach grounded in customer knowledge and differentiated by our passion to deliver the products, services, tools and expertise that best meet our customers’ needs. 

We do our best to responsibly say “yes” to as many people who apply for credit as possible. We engage with customers, whether directly or through our partners, to ensure affordability criteria are met, and that we provide the right service, offer the right rate and give clear information.

We want customers to have a great experience with us because our products and services are simple, intuitive, useful and backed by people committed to helping customers be better with credit.

We do not see our customers as a short-term revenue opportunity, but a lifelong relationship. Our customers may want to change product as their circumstances change – we will help them with that change. If things are not going quite to plan for them, we will be there to offer support, coming up with a solution for moving forward.

We have considerable knowledge of the varying needs of our customers and provide a range of products to suit these different needs. Our approach is to provide the products, services and tools that help all of our customers be better with credit.

We use our analytical expertise, combined with partner insight, to the benefit of our customers. We provide tools that help people manage their credit more easily and access the benefits it provides.

We reward our customers for being better with credit. This can mean sharing some of the proceeds that come from paying on time and sticking to the commitments made to us or, through our bespoke Co-Brand products developed with our partners, providing rewards for our customers’ loyalty.

Ultimately, our success as a business is based on helping customers be better with credit.

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