2025
9
UK Personal Loans Market Report 2025
2025-01-22T18:01:09+00:00
REP86462E0D_101A_41B8_A642_7708408525AF
2195
178954
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Report
en_GB
While 7% of adults owe money on an unsecured personal loan, 13% of UK adults are considering taking one out in the next 12 months. Obtaining the most suitable credit…
UK
Mortgage and Loans
variable

UK Personal Loans Market Report 2025

"With interest rates on a downward path, demand for loans will remain strong, both for big-ticket purchases and consolidation."

Lewis Cone - Associate Director, Financial Services

Lewis Cone - Associate Director, Financial Services

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The UK Financial Services Industry Bundle contains:

  • UK Personal Loans: A comprehensive analysis of the UK’s personal loan market, encompassing various aspects from consumer sentiments to growth projections.
  • UK Credit Cards: An in-depth analysis of the UK credit card market, showcasing trends, consumer behaviour, market dynamics, innovation opportunities, and competitive analysis.
  • UK Deposits and Savings Accounts: An overview of the UK deposits and savings accounts market, with a spotlight on consumer trends, digital advancements, marketing tactics, and the competitive scenario.

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UK Personal Loans Market Report

Gross personal loans lending is expected to have risen by almost a quarter in 2024 and this growth will continue to 2029. Brands that promote strong customer satisfaction should be well-placed to boost the appeal of loans.

UK Personal Loans Market – Current Landscape

While 7% of adults owe money on an unsecured personal loan, 13% of UK adults are considering taking one out in the next 12 months. Obtaining the most suitable credit product for a borrower’s situation can help achieve a financial goal or navigate a short-term financial challenge with confidence, whilst not further weakening financial stability.

Those aged under 45 are most keen to borrow in the next year. By highlighting the range of uses for loans, lenders can show an understanding of the challenges this demographic faces, while effectively connecting with younger borrowers’ aspirations.

Despite strong consumer confidence in being accepted for a personal loan, only 43% of consumers trust providers to offer the same interest rates they advertise. Lenders need to improve communications and clearly outline full terms and conditions on websites and other channels to boost trust.

UK Personal Loans 2025

UK Personal Loans Market Report – What’s Inside?

Key Topics Analysed in the Report

  • The short-, medium- and long-term impact of the economic climate and regulation on personal loans
  • The types of consumer loans and credit people currently owe money on
  • The type of structured unsecured loan borrowers owe money on and the most recent type of loan taken out
  • Consumer interest in taking out an unsecured personal loan in the next 12 months
  • Reasons why prospective borrowers would take out an unsecured personal loan
  • The sources current and prospective borrowers would use to find information about unsecured personal loans
  • Borrower satisfaction with personal loan providers and confidence in being able to afford monthly repayments
  • Consumer confidence in being accepted for a personal loan and trust in lenders offering the same interest rates as advertised

Report Scope

  • Personal loans are structured credit products, generally available to borrow for between £1,000 and £25,000 (subject to credit checks) over fixed repayment terms of one to 10 years.
  • High-cost short-term credit loans and payday loans are defined as unsecured loans of value under £1,000 with a repayment term of typically less than one year.
  • Guarantor loans are unsecured loans where a second person (the guarantor) is responsible for paying off the debt if the person who took out the loan is unable to meet the repayments. Guarantor loans are typically available from between £500 and £10,000. This Report considers guarantor loans to be high-cost credit.
  • P2P loans are personal loans lent through a P2P platform, which matches savers with borrowers to cut out the role of banks in lending money to consumers. P2P loans are typically available from £1,000 up to a value of £25,000.
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  1. EXECUTIVE SUMMARY

    • Opportunities for the personal loans market
    • Promote strong customer satisfaction to boost appeal of loans
    • Support borrowers throughout the loan term to ensure affordability
    • Increase loan flexibility to help customers achieve their goals sooner
    • Market dynamics and outlook
    • Market size & forecast
    • Market predictions
    • Value of personal loan lending expected to rise by 18% to 2029
    • Total consumer credit lending sets new yearly high in 2024
    • Graph 1: gross unsecured lending, by credit card lending and other consumer credit lending, 2014-24
    • Largest banking groups lead unsecured lending market
    • Graph 2: value of outstanding balances for unsecured personal loans/unsecured lending, by selected providers, 2023
    • What consumers want and why
    • A majority of Brits have a form of unsecured debt
    • Graph 3: loan and credit product ownership, 2024
    • Over half of loans originate from traditional lenders
    • Travel and debt consolidation key motives to taking out a loan
    • PCWs and main banks/building societies provide the most information to borrowers
    • Confidence in loan approval is high, but concerns about interest rates persist
    • Innovation and marketing
    • Fair4All Finance and ClearScore aim to boost access to affordable credit
    • Nationwide doubles its maximum personal loan offering
  2. MARKET DYNAMICS

    • Market size and performance
    • Personal loans lending grew for fourth consecutive year in 2024…
    • Graph 4: gross lending on unsecured personal loans, 2020-24
    • …consolidating its strong 2023 performance
    • First Direct records highests average repayment amount
    • Loan repayments tend to total over £200 per month
    • Graph 5: leading personal loan lenders, average spend per transaction, 2024/25
    • Market forecast
    • New personal loans lending will continue to grow
    • Level of economic recovery key to personal loans development
    • Market share
    • NatWest Group is the largest unsecured loans lender
    • Structural changes lead to less convincing loan book performance in 2023…
    • …but increased M&A activity looks to improve lending going forward
    • Broader consumer credit environment
    • Total consumer credit lending sets new yearly high in 2024
    • Graph 6: gross unsecured lending, by credit card lending and other consumer credit lending, 2014-24
    • Credit card lending continues to drive growth in gross unsecured lending
    • ‘Other’ consumer credit lending reaches new high
    • Quoted personal loan interest rates edge downwards…
    • Graph 7: Bank of England base rate and quoted interest rates for personal loans, credit cards and overdrafts, 2021-24
    • …with Base Rate cuts starting to marginally improve loan affordability
    • Market drivers
    • Inflation has fallen significantly but some households continue to feel the impact
    • Graph 8: RPI and CPI inflation rate, 2021-24
    • Consumer sentiment: wellbeing recovery stagnates
    • Graph 9: the financial wellbeing index, 2019-24
    • Most people are still noticing the effects of higher prices
    • Graph 10: issues faced in the last two months, 2024
    • Household savings activity rebounds in 2024…
    • … although Budget changes may drive a more cautious approach
    • Graph 11: monthly changes to household savings deposits, 2020-24
    • Regulation and legislation
    • FCA extends timeline for credit information market remedies to be enforced
    • UK government plans to update the Consumer Credit Act in 2025
    • New consultation launched by the government to bring BNPL under FCA regulation
  3. WHAT CONSUMERS WANT AND WHY

    • Loan and credit product ownership
    • A majority of Brits have outstanding unsecured debt
    • Graph 12: loan and credit product ownership, 2024
    • Personal loans appeal to consumers with varying financial situations and needs
    • Graph 13: loan and credit product ownership – net, by financial situation, 2024
    • BNPL remains an alternative option to loans for many
    • Majority of borrowers owe money on a single form of credit
    • Graph 14: number of loan and credit products that consumers currently owe money on, 2024
    • Personal loans are very rarely a borrower’s only form of credit
    • Graph 15: loan and credit product ownership, by number of loan and credit products that consumers currently owe money on, 2024
    • Considered use of loans see them acquired after revolving credit for basic needs
    • Type of loan held
    • Over half of loans originate from traditional lenders
    • Graph 16: type of structured unsecured loan* money is owed on, 2024
    • Specialist lenders continue to offer a strong alternative for borrowers
    • Half of structured loans were taken out within the last 12 months
    • Graph 17: timing of most recent structured personal loan* taken out, 2024
    • Borrowers continue to use high-cost credit as household finances remain strained
    • Future loan borrowing plans
    • Demand for personal loans remains strong…
    • …with lenders needing to meet younger adults’ eagerness to borrow
    • Lowest and highest earners most likely to take out a loan this year
    • Graph 18: consideration of taking out an unsecured personal loan in the next 12 months, by household income, 2024
    • Mixed financial reasons behind consideration of taking out a loan
    • Reasons to apply for a loan in the next 12 months
    • Travel and debt consolidation key motives to taking out a loan this year
    • Graph 19: reasons for considering taking out an unsecured personal loan in the next 12 months, 2024
    • Partnering with travel firms can help lenders meet demand for holiday loans
    • Lenders need to protect those taking out loans to consolidate debt or make ends meet
    • Promote loan use  to balance rising costs with home improvements
    • Sources used to find information about personal loans
    • PCWs and main current account providers are main sources for loan information
    • Graph 20: sources used to find information about unsecured personal loans, 2024
    • Lenders need to promote the use of PCWs to help younger borrowers find the most suitable loan
    • Nudge those asking family for information towards expert guidance
    • Attitudes towards personal loans
    • High confidence in loan approval, but interest rate concerns remain
    • Graph 21: attitudes towards personal loans, 2024
    • Consumers feel confident about loan approval, but suitability must be monitored
    • Trust issues can weaken engagement with personal loans
    • Highlight convenience of PCWs to help borrowers save money
    • Graph 22: borrower attitudes towards switching and early full loan repayment, 2024
    • Financially stable parents seek other credit products
    • Promote convenience of a loan to time-poor parents
  4. INNOVATION AND MARKETING TRENDS

    • Competitive strategies and launch activities
    • Zopa Bank partners with John Lewis Money to offer loans to its customers
    • Firms aim to boost access to affordable credit via new debt consolidation loans
    • Hastings Direct Loans adds IDVerse Identity to its lending process
    • Nationwide doubles its maximum personal loan offering
    • NewDay launches Open Banking solution to improve affordability assessments
    • Haboo Money plans to introduce service to assist borrowers when making loan repayments
    • Advertising and marketing activity
    • Above-the-line advertising spend falls to historic low
    • Graph 23: total above-the-line, online display and direct mail advertising on unsecured loans and payday loans, by media type, 2019/20-2023/24
    • Sub- and near-prime lenders account for majority of adspend…
    • …but Nationwide was the highest spender in 2023/24
    • Direct mail dominates ad spend…
    • …with digital and TV spend declining since 2022/23
    • Graph 24: total above-the-line, online display and direct mail advertising on unsecured loans and payday loans, by media type, 2019/20-2023/24
    • Novuna makes ‘things happen’ with its loan offering
  5. APPENDIX

    • Market forecast data and methodology
    • Market forecast and prediction intervals
    • Forecast methodology
    • Report scope and definitions
    • Market definition
    • Abbreviations and terms
    • Consumer research methodology
    • CHAID analysis – methodology data
    • CHAID analysis – methodology data table
    • Nielsen Ad Intel coverage
    • Snoop SpendMapper methodology data
    • Snoop SpendMapper methodology data table

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