The principles we lend by
Most lenders begin with the question: how do we minimise risk? We begin with a different one: how do we deploy capital fairly to the people and businesses who can use it best? Those two questions look similar but lead to very different outcomes.
The flat 1.5% APR is the most visible outcome. It is the same rate for first-time borrowers as for established ones, the same rate for personal as for business, the same rate for UK applicants as for international ones. It is genuinely transparent.
The relationship-manager model is the second outcome. Every loan we underwrite is handled by a real person from initial enquiry to drawdown and beyond. We do not believe credit decisions are best made by algorithm — particularly for the kinds of borrowers (self-employed, international, returning to work, sustainability-led) that algorithmic lending consistently overlooks.
The 28-country reach is the third. International lending is one of our specialisms — both in the UK lending to international applicants, and in our international jurisdictions lending in local currencies. We support six languages and are continuously expanding.
Our story, in brief
August 2016
Incorporation
ASAF Lending Ltd is incorporated in England & Wales (company number 10331703), with a single ambition: to build a lender that prices fairly, decides fairly, and deploys capital with environmental conscience.
2017 — 2019
First lending years
UK personal and SME lending begins. We establish the relationship-manager model and refine the underwriting framework. By the end of 2019, we have deployed our first £100M of capital across 1,200+ loans.
2020
FCA authorisation, registration No. 943426
ASAF Lending receives full Financial Conduct Authority authorisation. From this point, all consumer lending is regulated under the FCA framework, with full Treating Customers Fairly compliance.
2021 — 2023
International expansion
First international jurisdictions added: France, Germany, Spain in 2021; UAE, Saudi Arabia, US in 2022; further European, MENA, and APAC markets in 2023. Six-language service launched.
2024
Green-loan fast-track introduced
The 48-hour decision turnaround for sustainability-led applications is launched. By year-end, 78% of new lending is ESG-aligned. 100% of operational emissions are offset.
2025 — 2026
Scale and depth
By Q1 2026, ASAF operates in 28 countries, serves over 14,000 active borrowers, and has deployed £2.4 billion in cumulative lending. The flat 1.5% APR remains unchanged.
What we believe, in plain terms
1
Transparent pricing
One rate, fairly applied. No introductory teasers, no postcode lottery, no fees that effectively raise the rate. The price you see is the price you pay.
2
People over algorithms
Credit decisions are made by experienced underwriters. Self-employed, international, returning to work, sector-specific — these are conversations, not disqualifiers.
3
Sustainability as standard
78% of new lending is ESG-aligned. 100% of emissions offset. Sustainability-led applications receive a 48-hour decision fast-track. Capital should fund the world we want to inherit.
4
Inclusive by design
UK and international applicants reviewed against the same fair criteria. Six languages supported end-to-end. Accessibility built into every interface, not bolted on.
5
Borrower respect
No early repayment fees, ever. No trailing charges. No automated debt collection. If a borrower hits trouble, we have a conversation — not a court order.
6
Long-horizon thinking
We are not optimising for the next quarter. We are building a lending institution intended to be here in fifty years, lending to the children of our current borrowers. Decisions are made accordingly.