Goodloans is a technology company.
Goodloans has raised $1.0M across 1 funding round.
Goodloans has raised $1.0M in total across 1 funding round.
Goodloans has raised $1.0M in total across 1 funding round.
Goodloans's investors include 20VC, Alumni Ventures, Alven, Arrive, Ascend Vietnam Ventures, Broadhaven Capital Partners, CFV Ventures, Coatue, Cubit Investments Ltd, Lionheart Ventures, Mercato Partners, Pareto Holdings.
Goodloans Limited is a UK-based technology company specializing in financial software solutions for the lending sector. It provides APIs and software that enable lenders, payment service providers (PSPs), and B2B platforms to embed credit products into their existing infrastructure.[1][2]
The company builds embeddable credit solutions, serving B2B clients like lenders and platforms seeking seamless integration for loan offerings. It solves the problem of fragmented credit embedding by offering plug-and-play APIs, streamlining how businesses deliver tailored financing without overhauling their systems.[2]
Goodloans Limited was incorporated on 25 February 2020 as a private limited company in London, initially under the name Ruffle Ltd until rebranding to Goodloans on 27 July 2021.[1] Its registered office is at 3rd Floor, 86-90 Paul Street, London, EC2A 4NE, and it remains active with recent accounts filed up to 31 March 2024.[1]
Founders and early team details are not publicly detailed in available records, but the company's pivot from Ruffle Ltd suggests an evolution toward fintech, aligning with its current focus on IT service activities under SIC code 62090 (other information technology service activities).[1][2] Early traction likely stemmed from the post-2020 demand for digital lending tools amid economic shifts.
Goodloans rides the embedded finance trend, where non-banks integrate lending into platforms like e-commerce or payments, fueled by open banking regulations and API proliferation.[2] Timing is ideal post-2020, as digital credit demand surged amid economic recovery, with market forces like rising PSP adoption and B2B fintech consolidation favoring plug-in providers.[1][2]
It influences the ecosystem by lowering barriers for lenders to offer credit, accelerating fintech composability and reducing reliance on legacy systems, though it competes with larger players in a crowded embedded lending space.
Goodloans is poised for growth as embedded finance scales, with upcoming accounts (due December 2025) and confirmation statements signaling steady operations.[1] Trends like AI-driven credit decisions and PSD3 regulations could amplify its API edge, potentially expanding to more PSP integrations or EU markets.
Its B2B model positions it to influence fintech infrastructure quietly, evolving from a 2020 startup to a key enabler in lending tech—bridging the gap for platforms embedding credit seamlessly.[2]
Goodloans has raised $1.0M across 1 funding round. Most recently, it raised $1.0M Seed in January 2022.
| Date | Round | Lead Investors | Other Investors |
|---|---|---|---|
| Jan 1, 2022 | $1.0M Seed | 20VC, Alumni Ventures, Alven, Arrive, Ascend Vietnam Ventures, Broadhaven Capital Partners, CFV Ventures, Coatue, Cubit Investments Ltd, Lionheart Ventures, Mercato Partners, Pareto Holdings, Pioneer Fund, Redpoint Ventures, RTP Global, SeaX Ventures, #SecretFund, sequel, Spark Capital, Stellar Capital, Uncork Capital, Union Square Ventures, Antoine Martin, Calvin Chu, Christian Reber, Guy Podjarny, Martin Li, Nicolas Steegmann, Sahin Boydas, Simon Dawlat |