“This change marks the start of a new chapter for the brand,” said Jack Smith, founder and CEO of Lovey (pictured above).
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“Lovey is a British term of endearment, and it captures the warmth and approachability that sit at the heart of how we work with our customers.”
Jack explained that the new name also reinforces Lovey’s mission to make lending “simple, fast, and beautiful, while preparing the business for growth ahead.”
In the announcement, the firm pointed to its “exceptional” growth in recent years, with revenue having more than doubled in the last financial year.
Lovey has seen turnover increase from £4.7m (£48m loans) in 2023 to £9.3m (£96m loans) in 2024, before rising again to approximately £19.1m in FY 2025 (£195m loans).
The company has scaled its team from 10 employees in 2021 to more than 110 staff in 2025.
“Our new brand mirrors the innovation at our core and prepares us for the next chapter of our journey,” said Jack.
Existing services, contracts and relationships remain unchanged following the rebrand, the firm indicated.
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