SteadyPay is revolutionising embedded finance with fast, fair, and affordable credit solutions. Founded by CEO John Downie, with Max Mortimer as COO/CFO and Viktor Muhhin as CRO, the company offers seamless API integrations, enabling businesses to embed financial services directly into their platforms. Core offerings include income top-ups, stabilising cash flow, and credit-building programmes that help users improve credit scores from poor to good within a year. SteadyPay’s Credit-as-a-Service (CaaS) model provides end-to-end lending solutions, managing everything from onboarding to repayments. The platform integrates easily, ensuring compliance, risk management, and customer support are handled efficiently. With a proven track record of a sub 5% default rate and FCA authorisation since 2019, SteadyPay has secured a £10 million facility, enabling them to expand their offerings and deliver even more value to users. Their transparent, no-hidden-cost model ensures accessibility and fairness in lending, empowering users to avoid payday loans and predatory practices. The company leverages AI-powered tools to assess risk and affordability, further enhancing its financial services. Businesses benefit from enhanced customer engagement and satisfaction, as SteadyPay’s services drive higher uptake and approval rates. Their user-first approach has helped them maintain consistent growth, backed by venture capital and expanding at 10% monthly. Partners value SteadyPay’s ability to meet demand while providing highly configurable products that improve financial inclusion and customer retention. SteadyPay continues to innovate and scale, building a sustainable future for consumers and businesses alike. The CFI.co Judging Panel congratulates SteadyPay on winning the 2024 award for Best Embedded Finance Provider (UK).