What is white-label business lending?
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 uses 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)
- Your own FCA licence (Fundably holds it)
- 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.
React 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 credit broker (Fundably) holds the FCA authorisation. Regulated disclosures — lender name, APR, representative example — appear as required by FCA rules, even in a white-label integration.
Platform partners do not need their own FCA authorisation for the distribution activity, provided they are not advising users on specific credit products.
Who needs their own FCA authorisation?
If you want to go beyond distribution and into advice — recommending specific products, comparing deals, 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 React/API integrations.