At EML Payments, we’re committed to reshaping how people access financial services, especially those underserved by mainstream finance. That’s why we’re proud to support Fair for You’s latest offering: the Shopping Card loan, a flexible and ethical way for families across the UK to spread the cost of essential household purchases.
This new solution marks an important step forward in addressing financial exclusion and helping people manage life’s necessities with dignity and control.
Designed specifically for households with low financial resilience, the Fair for You Shopping Card loan builds on nearly a decade of responsible lending to customers typically overlooked by mainstream finance, including those from buy now pay later and retail finance providers.
It offers a practical alternative to high-interest lending, allowing eligible customers to access up to £350 through a reloadable prepaid Mastercard. The funds can be used online or in-store at a growing network of trusted retail partners, including Argos, Habitat, Tapi Carpets & Floors, Dunelm, Iceland Foods, Euronics UK, and others, making it easier for people to buy furniture, appliances, school uniforms, and other essentials.
Customers repay their loans in manageable instalments, with transparent terms and no hidden fees. The solution is designed for flexibility, putting control in the hands of the borrower.
EML powers the payment infrastructure behind the Shopping Card loan, delivering the secure prepaid platform and merchant controls that enable Fair for You’s unique lending model.
Our technology ensures funds are accessible in a way that’s convenient and safe, while giving Fair for You the ability to direct spending to relevant retailers, ensuring the card is used to support household essentials and responsible purchases.
It’s an example of how thoughtful fintech can support ethical innovation and drive better outcomes for communities often left behind by conventional solutions.
In 2024, Fair for You facilitated 80,000 responsible loans, contributing to a total of nearly 100,000 customers served since its founding in 2015. With the introduction of the Shopping Card loan, the organisation aims to reach another 100,000 families over the next three years.
Many of Fair for You’s customers are caring for children or other family members and are navigating life on limited or no savings. Every successful repayment helps to rebuild credit files, laying the foundation for greater long-term financial stability.
Retailers partnering with Fair for You gain access to a previously underserved customer base, at no financial risk to themselves, while also reinforcing their commitment to social value and inclusivity. For these businesses, it’s an opportunity to grow responsibly, while helping customers provide for their families and meet everyday needs.
EML is proud to play a part in this initiative, supporting Fair for You as they deliver real financial empowerment to communities across the UK. The Shopping Card loan is more than a product; it’s a pathway to better financial health.
In a world where inclusive and sustainable financial solutions are more vital than ever, this partnership demonstrates the art of the possible when technology meets purpose.
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