The Very Group, the UK's largest integrated pureplay digital retailer and financial services provider, has extended its embedded marketplace partnership with Freedom Finance for a further three years, adding greater panel breadth to the service.

Freedom Finance is one of the UK’s leading digital lending marketplaces and provides a range of credit services for customers of The Very Group across its family of digital retail brands, led by Very.co.uk and supported by Littlewoods.com.

Through its proprietary lending technology, Freedom Finance provides The Very Group’s 4.4 million customers with access to unsecured personal loans. Using soft search technology and advanced matching, Freedom help customers to find loans from a wide panel of reputable credit providers without harming their credit score while they search.

This renewal extends the relationship between The Very Group and Freedom Finance for three more years until 2025 and increases the range of credit products available to Very’s customers.

Michael Davidson, Chief Revenue Officer at Freedom Finance, commented: “It is testament to Freedom Finance’s proven embedded finance marketplace that The Very Group have not only chosen to renew our partnership but also deepened the variety of services that we are able to offer their customers.

“Access to a range of trusted credit options from reputable lenders is vital to helping customers secure flexible, affordable products that are appropriate for their personal and financial situation. Providing financial services throughout the entire customer journey is becoming increasingly important for retailers like The Very Group in meeting the demands of their customers and establishing deeper relationships.”

Darren Lloyd from The Very Group, commented: “I’m pleased to say that we’ve been partnering with Freedom Finance since 2018. In that time they have taken a collaborative approach to working with us and I have been particularly impressed by the effort they have made to understand how they can work with us to offer new financial products to our customers whilst maintaining a strong focus on creating a seamless customer journey.

“The team at Freedom are proactive, forward-thinking and flexible. They have a strong focus on exploring new revenue opportunities and any other ways they can invest and enhance our partnership.”