Everline is Wonga under a different guise
If you live in London, you might have seen some nice ads on the tube for a quickie loan company called Everline. Their clean design and helpful, understanding text is very appealing, offering to give a hand to people who are just struggling a bit with cash flow - like small business owners, or the self employed. Maybe you should phone them, because they seem like a fairly decent bunch.
BUT WAIT! It’s only bloody Wonga, in Guardian broadsheet fancy dress. And of course, Everline don’t want you to know they’ve got anything to do with that so-called ‘toxic brand’, so there’s no mention of Wonga either on the ads, or the website. Unless you scroll right down to the teeny weeny print at the bottom, where there’s a cryptic acronym ‘WDFC’, which stands for… 'Wonga Digital Finance Company.’
Everline came to the attention of investigative journalist Willard Foxton, who decided to dig a bit deeper and found the connection - and also found that their MD wanted to ‘differentiate the two brands’. YA THINK?
MP Stella Creasy has called Everline’s ad campaign and enigmatic branding ‘like putting lipstick on a pig’, but even so, there are plenty of satisfied customers – just like Wonga – who borrow and repay their short term loans without running up huge debts.
But to be on the safe side, if you’re a small business in a cash flow crisis, don’t be taken in by the ad. Their APR is 180%, so if anything goes wrong, you could soon find that your small business will be selling your own kidneys from the back of a Transit van…