A new buy now, pay later (BNPL) alternative is gaining traction in the UK as major retailers back a prepaid shopping card launched by charity-owned lender Fair for You. Aimed at financially vulnerable consumers, the Fair for You Shopping Card is designed to help people spread the cost of essential purchases without the hidden fees and traps of traditional credit products.
Customers can apply for a credit limit of up to £350, which is loaded onto a prepaid Mastercard. This can be used for full or partial payments online or in-store at participating retailers, including Argos, Iceland Foods, Habitat, Dorset Home Stores, and ChemistDirect. Once a customer’s balance is nearly paid off, they can apply for a top-up.
Unlike traditional BNPL models that often obscure repayment terms, the Fair for You card offers full transparency. Borrowers see exactly what they owe and can repay weekly, fortnightly, every four weeks or monthly. There are no charges for early repayment or changing the payment schedule — flexibility that helps customers manage their finances more sustainably.
Fair for You, a Community Interest Company (CIC) founded in 2015, has already supported over 90,000 customers. It anticipates adding another 100,000 over the next three years through this new product.
Simon Dukes, CEO of Fair for You, says: “Across the UK, millions of people have less than £100 in savings or will struggle to get credit, including through Buy Now Pay Later providers. We want to make sure those people can purchase life’s essentials — whether it’s flooring, school uniforms, baby equipment or replacing a broken appliance.”