SME lender and broker Love Finance has rebranded as Lovey, adopting a shorter name as it continues to scale rapidly while remaining founder-led and profitable.
The business said the change reflects a more modern and approachable identity, while retaining the same mission, team and customer-first ethos that have underpinned its growth to date.
The rebrand follows a period of exceptional expansion. Revenue more than doubled in the most recent financial year, with turnover rising from £4.7m on £48m of loans in 2023 to £9.3m on £96m of lending in 2024.
In the 2025 financial year, turnover increased again to approximately £19.1m on £195m of loans, representing a 106% year-on-year increase.
Lovey has remained profitable throughout this period and continues to operate as a bootstrapped, founder-led business under jack smith. Alongside revenue growth, the company has significantly expanded its workforce, growing from 10 employees in 2021 to 75 in 2024, with headcount now exceeding 110 as expansion continues through 2025.
SEEKING TO STAND OUT
The new name is intended to be easier to recall and to stand out in a crowded financial services market. The company said it reflects the warmth and human approach it brings to working with small and medium-sized businesses, while supporting its longer-term growth ambitions.
Alongside the rename, Lovey will continue to combine technology with direct lending and brokerage services, providing fast and flexible funding solutions tailored to the needs of UK SMEs.
Smith said: “This change marks the start of a new chapter for the brand. It’s refresh reflecting on who we are today and positions us for the future.
“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.
“The rename also reinforces our mission: making lending simple, fast, and beautiful, while preparing the business for growth ahead. Our new brand mirrors the innovation at our core and prepares us for the next chapter of our journey.”
