Also known as: DivideBuy; Deko; Newpay
DivideBuy is a UK Buy Now Pay Later and retail finance provider. It allows shoppers to spread the cost of purchases made with participating retailers over a number of months, often with interest-free promotional periods. It operates through two connected companies: DivideBuy (New Pay Ltd) handles the finance, while Deko Technology Ltd provides the technology platform.
DivideBuy works with retail partners — typically in sectors like furniture, outdoor living, electronics, and home improvements — rather than being available at the point of checkout for general purchases. Retailers integrate DivideBuy into their checkout process to offer customers a way to spread payments.
Products typically include interest-free credit options where no interest is charged if payments are made within the promotional period. Some products may have an APR if repayments extend beyond any interest-free window. Always check the full terms before agreeing to any finance.
The company is part of the broader retail finance and BNPL sector, which the FCA has been reviewing with a view to introducing stronger consumer protections.
If you have a DivideBuy finance agreement and need to contact them, details are available on their website at dividebuy.co.uk. The company is authorised and regulated by the Financial Conduct Authority.
If you are struggling with DivideBuy repayments, contact the company directly. Free debt advice is available from StepChange on 0800 138 1111, National Debtline on 0808 808 4000, or Citizens Advice. These services are free and can help you understand your rights and options.
Quick summary
Always verify this information directly with the company, the FCA Register and Companies House before relying on it.
These are general questions that may be relevant to your situation. They are not personalised advice.
Always use contact details from DivideBuy (New Pay Ltd / Deko Technology Ltd)’s official website ↗ or the FCA Register — not from unexpected letters or messages.
Main products and services
Interest-free Buy Now Pay Later; Instalment credit at retail; BNPL for higher-value purchases (e.g. jewellery, furniture, technology)
Trading names and group notes
Part of the NewDay Group. NewDay Ltd is registered at 7 Handyside Street, London N1C 4DA. Complex corporate structure with multiple related entities (DivideBuy, Deko, Newpay).Review scores are third-party public indicators only. They are not proof of FCA compliance, product quality, or suitability for your circumstances.
Trustpilot
4.5
~3,731 reviews
Other review sources
Reviews.io: 3,863 reviews
Overall public sentiment
Positive — customers praise excellent service and ease of application. Some complaints about refund delays and slow email responses.
Check whether repayments fit your budget
Use Ask Fin to check whether BNPL repayments fit within your monthly budget before taking on new commitments. General guidance only — not regulated financial advice.
Start with Ask Fin — £4.99/monthGeneral guidance only. Not regulated financial advice.
General guidance tools only. Not regulated advice.
Answers are general guidance only. Rules and procedures may change. Always verify with the company or a qualified adviser.
Source URLs used in preparing this record
Date checked
2026-06-05
Next review due
Periodic review
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