Customers are at the heart of everything we do

We’re proud to serve over 5 million customers across the UK through our diverse and growing business. So our purpose is straightforward, to help people be better with credit. Our Customer Manifesto is made up of four core principles, we’re a welcoming, understanding, knowing and rewarding business. These principles bring the Manifesto to life for our customers, colleagues and retail partners.

Our Manifesto in action

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Freedom with Fluid 02:40

How did we deliver our Manifesto in 2019? 

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 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 aim to responsibly say “yes” to as many people who apply for credit as possible. Customers are assessed to ensure affordability criteria are met and that they are provided with the right product at an appropriate rate.

We strive to provide customers with a great experience by offering products and services that are simple, intuitive and useful.

We aim to build lifelong relationships with customers and recognise that customers may want to change products as their circumstances change. We offer a range of understandable solutions. If things are not going quite to plan, we offer customer support, agreeing appropriate actions for moving forward.

We know our customers have varying needs and we provide a range of products and services to suit these different needs. These aim to help all customers be better with credit. We utilise our analytical expertise, combined with partner insight, to the benefit of customers and provide tools that help people manage credit more easily and allow them to access the benefits it provides.

We reward customers for managing their credit well. This can mean providing benefits, such as lowering APRs, as a result of paying on time and sticking to commitments made or providing rewards for customers’ loyalty. Ultimately, our success is based on helping customers be better with credit.


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