Custom Credit Partners with LendingMetrics to Accelerate Loan Decisioning via ADP

Custom Credit has integrated LendingMetrics’ Auto Decision Platform (ADP) to accelerate its lending processes and enhance consumer financial insights. By leveraging Open Banking data and advanced analytics, the Sussex-based lender aims to provide more tailored loan products, reflecting a broader industry shift toward real-time data utilization in credit risk assessment.

What was announced

Custom Credit, a specialist lender based in Sussex, has entered into a partnership to deploy the Auto Decision Platform (ADP) from LendingMetrics. The primary objective of this digital investment is to increase the speed and accuracy of credit decisioning, moving away from manual or slower legacy processes. Custom Credit specializes in providing tailored loans and offers its customers monthly information designed to provide deeper insights into their personal financial health.

The implementation of ADP is intended to support Custom Credit’s strategic focus on Open Banking. By combining state-of-the-art technology with advanced analytics, the lender seeks to aggregate a customer’s financial information to improve the overall personal loan experience. This move allows the firm to leverage real-time data to better understand borrower behavior and risk. The platform choice follows an evaluation of alternative solutions, with the lender selecting ADP for its perceived ability to future-proof its digital infrastructure. The partnership is positioned as a key component of Custom Credit's current phase of digital development, focusing on providing consumers with the flexibility required to manage their finances effectively and stay on track with their repayment schedules.

"Based on previous experience with LendingMetrics, it was an easy and straightforward choice to adopt ADP. It will help us to provide consumers with the flexibility to stay on track with their finances."

Damien Burke, Founder and CEO of Custom Credit

The companies involved

LendingMetrics is a UK-based fintech firm that provides automated credit decisioning software and data solutions to the financial services sector. The company has established a significant presence in the market by offering tools like the Auto Decision Platform (ADP), which allows lenders to build and manage complex credit risk logic without heavy reliance on internal IT resources. LendingMetrics has recently seen significant corporate activity, including securing investment from private equity firm LDC to fuel its growth and expansion within the fintech ecosystem.

Custom Credit is a Sussex-based lender that differentiates itself through a focus on transparency and tailored financial products. Unlike traditional high-street lenders, the firm emphasizes providing ongoing financial insights to its borrowers, utilizing Open Banking to create a more holistic view of a customer's creditworthiness. The company is led by Damien Burke, who serves as Founder and CEO. The firm’s approach aligns with the modern "fintech-first" lending model, where technology is used not just for the initial transaction, but for the ongoing management of the borrower-lender relationship through data-driven insights.

What FF News has reported before

FF News has tracked the growth of LendingMetrics as it scales its operations in the credit risk space. In late 2024, we reported that LDC Backs Fast-growing Fintech LendingMetrics, a move intended to support the company’s expansion and product development. More recently, the firm has been strengthening its leadership team to maintain its competitive edge. We covered this in LendingMetrics Appoints Jamie Land as Head of Presales to Drive Credit Risk Innovation, highlighting the company’s commitment to enhancing its technical sales and innovation capabilities.

What this means

This partnership highlights the increasing pressure on mid-tier and specialist lenders to match the speed and data-sophistication of larger digital banks. As Open Banking matures, the competitive advantage is shifting toward those who can ingest and act on real-time data the fastest. For the wider industry, this move signals that "off-the-shelf" automated decisioning platforms are becoming the standard requirement for entry, rather than a luxury. It raises questions for legacy credit bureaus and manual underwriters about their long-term role in a market where consumers increasingly expect instant, tailored responses based on their actual cash flow rather than just a static credit score. The shift toward "future-proofed" automated solutions suggests a market-wide move away from static risk modeling.