The consumer finance market has a duty to be fair to customers. Dr Roger Gewolb launched the Campaign for Fair Finance™ in 2012 because the market was failing in this duty, particularly to the most vulnerable customers.

In consultation with parliamentary, regulatory and social stakeholders, Dr Gewolb identified the need to educate customers about products and choices, improve transparency and introduce higher accountability from all lenders to every customer.

This led to the development, with technology partners at Equiniti Pancredit, of www.fairmoney.com a new, unique fair loans comparison website that provides access to the best deals, particularly for the cash and credit poor who are not best served by either the loans market, or the existing price comparison websites. 

FairMoney.com’s goal is to prove and establish the commercial potential for fairness at the heart of a sustainable business model and to drive better self-regulation through a market-based challenge.