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CashLady is a Financial Conduct Authority (FCA) authorised and regulated credit broker. Treating our customers with fairness, transparency, respect, and dignity is very important to us. We work closely with the FCA and have several measures in place to identify and protect vulnerable customers.

What is a vulnerable customer?

The FCA states a vulnerable customer is “someone who, due to their personal circumstances, [is] especially susceptible to harm, particularly when a firm is not acting with appropriate levels of care.”

The FCA continues by saying it “want[s] vulnerable consumers to experience outcomes as good as those for other consumers and receive consistently fair treatment across the firms and sectors we regulate […] We expect firms to provide their customers with a level of care that is appropriate given the characteristics of the customers themselves.”

How do we identify a potentially vulnerable customer?

The FCA has named four different categories of vulnerability: these are health; life events; resilience; and capability. It’s possible that a customer could belong in one or more of these categories; for example, someone who has recently lost a loved one may also have poor mental health because of this.


We’ve included some of the potential vulnerabilities from each category in the table below. This is not a full list, so please do not worry if you cannot find your issue here. We are happy to listen to anything else you might be going through and support you as best we can.

Life events Health Capability Resilience
    • Bereavement. This means someone close to you has died.
    • Divorce/ relationship breakdown.
    • All types of domestic abuse.
    • Carer roles and responsibilities.
    • Leaving the care system.
    • Retirement.
    • A mental or physical health disability.
    • Long-term sickness.
    • Severe illness.
    • A hearing or visual impairment.
    • Addiction.
    • Limited access to support.
    • English is not your first language.
    • Limited digital skills.
    • Lack of financial knowledge or confidence.
    • Learning disabilities.
    • Low or no savings.
    • Low emotional resilience; this means feeling anxious or unable to cope.

What we do to help our vulnerable customers

As a company, we help vulnerable customers by providing the right support and making reasonable adjustments. The list below highlights some of the ways we do this.

    • We make sure all our messages are clear, concise, and correct.
    • We do not make assumptions about a customer’s needs.
    • We allow the customer to explain their circumstances.
    • We are patient and empathise where appropriate.
    • We always ask if there is anything else the customer would like us to explain.

What happens after the CashLady process?

CashLady is a credit broker, not a lender. You can use our service to check your eligibility for a loan. If you’re matched with a loan, you’ll be redirected to your lender to complete your application. If you have any questions about your loan, you’ll need to get in touch with your lender.
CashLady only works with lenders who are authorised and regulated by the FCA, and we expect our lending partners to treat vulnerable customers with the same respect as we do.

Referring customers for help

If we think a person may need further support or help, we’ll share with them the details of a suitable organisation, such as:

If you need help with money…

If you’d like to talk to someone about your financial situation or any money or debt concerns that you might have, please know that you can reach out to StepChange, MoneyHelper, Citizens Advice, and National Debtline for free and confidential advice.

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