NewDay consumer credit services

NewDay Ltd is a prominent financial services provider in the United Kingdom, specializing in consumer credit and store card products. Founded in 2000 as SAV Credit, the company rebranded to NewDay in 2014 to better reflect its evolving mission of helping people move forward with credit responsibly. The brand is a major player in the UK's near-prime market, offering its own branded credit cards like Aqua, Marbles, and Fluid, while also managing co-branded store card portfolios for major high-street retailers such as Argos, John Lewis, and AO.

Headquartered in London, NewDay operates entirely within the UK financial regulatory framework under the oversight of the Financial Conduct Authority (FCA). Its services are digital-led, utilizing a scalable cloud-based technology stack to provide underwriting, credit management, and analytic tools focused on financial inclusion and credit score improvement for millions of customers.

Ownership of NewDay has transitioned through several private equity hands. Originally established by a team of credit professionals, it was acquired by Värde Partners in 2011. In late 2016, the company was acquired by a consortium led by private equity firms Cinven and CVC Capital Partners. As of 2026, the company remains privately held by these entities, having further expanded its portfolio through strategic acquisitions of retail credit books from major banks and retailers.