New Day

New Day is a UK consumer credit provider, founded in 2001 as SAV Credit Limited and registered in London. The company serves nearly 4 million customers across the United Kingdom and employs approximately 3,000 people. Its product range covers credit cards, personal loans and embedded finance solutions, offered under owned brands and through partnerships with major retailers including John Lewis and Argos.

For technology leaders, the business sits at the intersection of several disciplines: data analytics, embedded finance, consumer credit technology and financial services regulation. The firm describes a data-driven approach to commerce and to creating value at scale, applied across a portfolio of category-leading credit card products and tailored credit offerings delivered through retail partners.

New Day operates as a regulated financial services provider under UK law, which shapes how engineering, data and product work is conducted. The company states a focus on responsible and accessible lending, exceptional customer service and best-in-class user experience, with credit products distributed both directly and through partnered retail brands.