Customers are at the heart of everything we do

We’re proud to serve close to 5 million customers across the UK through our diverse and growing business. So our purpose is straightforward, to help people move forward 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 purpose in action

Access with Aqua 02:31
Freedom with Fluid 02:40

How did we deliver our purpose in 2020? 

The NewDay Manifesto in more detail

We will help people move forward 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, providing the right product at an appropriate rate.

We provide a great experience with simple, intuitive and useful products.

With the right support, credit helps customers advance their lives. We aim to build lifelong relationships with customers.

If things are not going quiteto plan, we offer customer support, understandable solutions and agree appropriate actions for moving forward.

We know our customers have varying needs and want to move forward in life.
We provide a range of products and services to suit their different needs. We utilise our analytical expertise, combined with partner insight, to the benefit of customers.

We reward customers for managing their credit well.
We provide benefits, such as lowering APRs as a result of paying on time and sticking to commitments made. We provide rewards for customers’ loyalty.

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