← Embedded Finance Index 2026

Deko

“Can a multi-lender retail finance orchestration platform become the default embedded checkout finance layer for UK eCommerce merchants?”

Founded2014
HQ7 Handyside Street, London, N1C 2DA, UK
IndustryFintech / Lending
The story

Founded as NewDay Technology Ltd, Deko positioned itself as the UK's original embedded finance provider for retail checkout finance. The company evolved from a single-lender referral model into a multi-lender orchestration platform, now claiming to be the UK's only multi-lender retail finance provider. Deko's fifth-generation platform introduced the Deko Wallet — a unified consumer-facing checkout layer — while expanding its lender panel to 15+ providers and deepening its integration with eCommerce platforms through its Imegamedia subsidiary. The strategic move toward platform-as-a-service (reseller/co-branded integrations) reflects a shift from direct-to-merchant to a B2B2C embedded finance distribution model.

Last 12 months
2024-01
Product timeline
2014
Incorporated as NewDay Technology Ltd in England and Wales (company number 08812602), operating as Deko.· pivot
2023
Launched fifth-generation DekoPay platform connecting merchants to 15+ UK lenders via a single multi-lender checkout integration.· lending
2024
Partnered with NewPay (flexible digital credit product) to expand the lender panel and launched Deko Wallet.· lending
Regulated entities
1
regulatory licence held by Deko
Licence types, jurisdictions and registered entities are in the Embedded Finance Index report.
The stack
1 layer disclosed in Deko’s embedded-finance stack
Lending
Pay Monthly (instalment loans, self-operated/orchestrated)Digital Credit (revolving credit account)Pay in 3 (interest-free BNPL)NewPay (flexible digital credit account)Barclays retail financeCreation (BNP Paribas) retail financeDuologi Retail FinanceFundszaIdeal4FinanceNovuna (formerly Hitachi Capital)Omni CapitalShermin FinanceV12 retail financeZopa (formerly DivideBuy)
Accounting gap: none