Also known as: Aqua; Marbles; Fluid; Bip; Newpay; Amazon Platinum (white label); John Lewis / Argos partnership cards
NewDay Ltd is a British specialist consumer credit company headquartered in London, serving approximately 5.9 million customers. It operates direct-to-consumer credit card brands (Aqua, Marbles, Fluid, Bip) focused on near-prime and credit-building customers, as well as white-label credit cards for retail partners including John Lewis and Argos, and flexible digital finance solutions under the Newpay brand.
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Direct credit cards (Aqua, Marbles, Fluid, Bip), white-label credit cards for partners (John Lewis, Argos, Amazon), BNPL and instalment finance (Newpay)
Trading names and group notes
NewDay Ltd (Companies House 07297722) is the primary operating entity. Nemean Topco Limited is the ultimate parent. The group was acquired by Cinven and CVC in October 2016. NewDay BondCo plc is a financing vehicle within the group. NewDay Group Ltd (Companies House 07753556) and NewDay Holdings Ltd (07795882) are intermediate holding entities.Review scores are third-party public indicators only. They are not proof of FCA compliance, product quality, or suitability for your circumstances.
Trustpilot
4.2 (NewDay brand); Marbles: 4.7; Fluid: 4.4
Approx. 11,315 (newday.co.uk); Marbles: ~8,000; Fluid: ~4,457 reviews
Other review and social proof
NewDay Trustpilot: 4.2/5 (~11,315 reviews) — rated 'Great'; Marbles Trustpilot: 4.7/5 (~8,000 reviews) — rated 'Excellent'; Fluid Trustpilot: 4.4/5 (~4,457 reviews) — rated 'Excellent'; Smart Money People: smartmoneypeople.com/newday-reviews/product/aqua; Aqua launched 2002 — focused on customers refused credit elsewhere; Approx. 5.9 million customers as of mid-2025; Google Play apps published by NewDay Ltd developer account
Overall public sentiment
NewDay's brands collectively receive good-to-excellent Trustpilot ratings. Marbles scores highest at 4.7/5, Fluid at 4.4/5, and the NewDay corporate brand at 4.2/5. Sentiment is broadly positive with customers valuing the accessibility of credit for near-prime borrowers. Some negative reviews relate to high APRs and occasional customer service delays.
Source URLs
Date checked
2026-06-05
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