How does white-label business lending work?
White-label lending means offering a lending service under your own brand, while the underlying brokerage infrastructure, lender relationships and compliance are handled by a third party.
Your users see your logo, your brand colours and your product name. They do not see Fundably (or whichever broker you partner with), unless you choose to disclose the partnership.
The analogy is white-label software: you are branding and distributing a capability that is built, maintained and regulated by a specialist provider.
Who benefits from white-label lending?
Accountancy firms: “Smith & Co Funding Portal”, the firm’s branded lending service, powered by Fundably in the background. Clients apply through the firm’s portal, earn their accountant referral commission and the firm’s brand is strengthened.
Platforms and SaaS products: A HR software provider, marketplace or payment platform building a “Funding” feature within their product. Users apply for SME loans inside the platform; all lending infrastructure is Fundably’s.
Affiliates with significant audiences: A business media company or comparison site that wants to offer a premium, branded funding service rather than simply linking out.
Neobanks and fintechs: FCA-registered firms wanting to add business lending to their product suite without building a lending operation.
What white-label does and does not include
Included with Fundably white-label:
- Your logo and brand colours on the application portal
- Your domain (or a Fundably-hosted subdomain with your branding)
- 50+ lenders behind the scenes (the lending panel is Fundably’s, not yours)
- Lender names can be shown or suppressed based on your preference
- Dedicated partner manager
- Commission paid within 14 days
Not included:
- Your own lender relationships (Fundably owns the lender contracts)
- Responsibility for the broking activity — Fundably remains the commercial finance broker (a NACFB member) and carries the compliance obligations
- Your own brand being used on formal credit documentation (regulated disclosure requirements apply)
Technical implementation
White-label lending is available via three integration methods:
Free branded partner portal: a Fundably-hosted portal (e.g. funding.yourfirm.co.uk as a CNAME or subdomain) with your branding. Zero engineering required. Live in 24–48 hours.
iFrame embed: the application experience, branded in your colours and logo, embedded directly into your own website or platform. Copy-paste integration.
Web Component or REST API: for platforms wanting the application to feel natively built within their product. The white-label experience is indistinguishable from a bespoke lending product.
Regulatory positioning
The commercial finance broker (Fundably) handles all compliance obligations as a NACFB member commercial finance broker. Regulated disclosures (lender name, APR, representative example) appear as required by each lender, even in a white-label integration.
For Ltd-company SME lending, commercial credit broking sits outside the FCA regulated perimeter. Platform partners do not need their own FCA authorisation for the distribution activity, provided they are not advising users on specific credit products.
White-label vs building your own lending operation
Building a lending operation in-house means negotiating individual contracts with each lender, integrating separate underwriting APIs, holding the appropriate FCA permissions, and staffing a compliance and broking team. For most platforms and firms, that is a multi-year, six-figure investment before the first loan is written.
White-label collapses that timeline. Because the lender panel, underwriting logic, compliance framework and broker relationships already exist inside Fundably, a partner can launch a branded funding service in days rather than years. The trade-off is that Fundably remains the commercial finance broker and carries the compliance responsibility; the partner owns the brand, the customer relationship and the distribution.
For the overwhelming majority of accountancy firms, SaaS platforms and affiliates, white-label is the correct choice: it delivers the customer-facing benefit of a branded lending product without the cost, risk and regulatory burden of building the underlying infrastructure.
Revenue and economics
White-label partners earn up to 30% revenue share on every funded deal. On a typical SME loan producing a £1,500 broker fee, that is around £450 per funded business. A platform with a large SME user base — for example, accounting software with several thousand business clients — can turn embedded, branded lending into a meaningful six-figure annual revenue line, all under its own brand.
Commission is paid within 14 days of a deal completing, and a dedicated partner manager helps optimise conversion, positioning and the branded application flow over time.
Frequently asked questions
Do I need my own FCA authorisation for white-label lending?
For most white-label scenarios, no. Commercial credit broking to UK Limited companies sits outside the FCA regulated perimeter, and Fundably acts as the commercial finance broker (a NACFB member) and carries the compliance responsibility for the broking activity. You only need your own FCA credit broking authorisation if you go beyond distribution into advice — recommending specific products, comparing individual deals, or managing an application on a client's behalf.Will my customers know Fundably is behind the service?
Only if you choose to disclose it. The application portal carries your logo, brand colours, domain and product name. Fundably operates in the background. Individual lender names, APRs and representative examples must still appear where each lender's regulated disclosure requirements demand, but the overall service is presented under your brand.How quickly can a white-label service go live?
A Fundably-hosted branded partner portal can be live in 24–48 hours with zero engineering. An iFrame embed is a copy-paste integration in a similar timeframe. A deeper Web Component or REST API integration, where the experience feels natively built into your product, typically takes under a week.Which lenders sit behind the white-label panel?
Fundably's panel spans 50+ lenders, including iwoca, Funding Circle, YouLend and Triver, covering term loans, revenue-based finance, merchant cash advances, asset finance and more. Because a single application is matched across the whole panel, a decline from one lender does not mean no funding — other lenders on the panel have different risk appetites.Do I need my own FCA authorisation for white-label lending?
If you want to go beyond distribution and into advice, such as recommending specific products, comparing deals or managing the application on a client’s behalf, you will need your own FCA credit broking authorisation.
For most white-label scenarios, this is not required.
Getting started
Apply to the Fundably platform partner programme for white-label platform integration, or apply to the accountant partner programme for a white-label firm-branded portal.
Setup takes 24-48 hours for portal deployments, under a week for Web Component/API integrations.
For the technical details, see how to embed lending in your platform. For more on the underlying model, see lending as a service explained.