Plend is a UK-based financial technology startup that aims to revolutionize the loan system. The company operates in the lending market, serving individuals who have been inaccurately represented by traditional credit scoring systems. Plend's mission is to make loans accessible and affordable for everyone, regardless of their credit history.

The company has developed a unique product, The PLEND Score®, which is a bespoke application process that looks beyond traditional credit scores. Instead, it considers an individual's real spending habits and financial situation to determine their creditworthiness. This approach allows Plend to unlock the best rates on the market for its customers, thereby improving their financial position.

Plend's business model is centered around financial inclusion. By personalizing the loan process, the company aims to tackle financial exclusion in the UK. Plend makes money by offering loans at competitive rates to individuals who might otherwise struggle to access affordable credit due to inaccuracies in their credit records.

In summary, Plend is a game-changer in the lending market, offering a fair and personalized loan solution that caters to the needs of individuals who have been overlooked by traditional credit systems.

Keywords: Plend, financial technology, lending market, affordable loans, credit history, The PLEND Score®, financial inclusion, personalized loan process, creditworthiness, financial exclusion.