Lovey: most-reported complaints
Automated analysis of 284 public Trustpilot reviews published 2020-02-21 to 2026-09-03. TrustScore 4.9 from 2,384 total reviews — see the Trustpilot page. Quick answer: is Lovey legit? Issues below reflect what reviewers reported, not findings of wrongdoing.
Reviewers most often report that customer support is unhelpful, accounting for 33% of the 30 identified complaints. Misleading pricing is the second most common issue, cited in 30% of complaints, with users noting unexpected loan terms. Additionally, 23% of complaints mention that support is unreachable, such as receiving no response after submitting documents. A final 13% of complaints fall under other categories, including applications being canceled without explanation.
How to reach Lovey
These are the contact details Lovey publishes on its Trustpilot profile, as of our last check on 2026-09-24 — phone 0800 086 9404, email [email protected], address 36 Great Charles Street Queensway, Birmingham, B3 3JY, GB.
The company claimed its Trustpilot profile on 2026-01-26, uses Trustpilot’s paid features, and last replied to a negative review on 2026-09-02. Trustpilot ranks it 27 of 169 in Non-Bank Financial Service. We last checked this profile on 2026-09-24 and found 8 new reviews. These are facts Trustpilot publishes about the profile, as of our last harvest.
Forum footprint: 153 MoneySavingExpert forum discussions mention this company (browse). Roughly 0 of the top, relevance-sorted search results were posted in the last 90 days — an approximate figure by construction, not a true recency count. Recent thread titles: “Loveyawn 10% off”, “Thanks Lakshmi7 - DHC Anti-aging products from loveyourhair”, “E: 15/05 Win a Practical yet Stylish Loveyush Scarf”.
Elsewhere: 4.8★ on Google (295 reviews)
TrustScore over time
4.9 → 4.9 across 15 census measurements since 2026-08-12. Our own record, independent of Trustpilot’s display.
Reply behaviour over time
Solid: % of negative reviews replied to. Dashed: typical days to reply. Both as reported on this company’s Trustpilot profile, recorded whenever our census re-checked it and a figure had changed — the gaps between points are not equal: 2026-08-12 (100%, 4.9d) · 2026-08-15 (100%, 4.9d) · 2026-08-18 (100%, 4.9d) · 2026-08-21 (100%, 4.6d) · 2026-08-24 (100%, 4.6d) · 2026-08-27 (100%, 4.6d) · 2026-08-30 (100%, 4.6d) · 2026-09-02 (93%, 4.8d) · 2026-09-08 (100%, 4.5d) · 2026-09-12 (100%, 4.5d) · 2026-09-15 (100%, 4.5d) · 2026-09-18 (100%, 4.5d) · 2026-09-21 (100%, 4.5d) · 2026-09-24 (100%, 4.5d).
Severity: 23% of this company’s 30 graded complaints were classified as severe (money lost, an essential service cut off, or a problem unresolved for months). See the harm index.
Reviewers here waited a median of 1.4 days between the experience and publishing their negative review (29 reviews record both dates).
What their policy promises
complaint process: post or email
“Should you wish to complain please write to us at the following address providing us with full details of your concerns, together with our agreement number and contact details for yourself”
complaint process: [email protected]
“Email: [email protected]”
complaint process: 3 business days
“We will attempt to resolve your concerns within 3 business days from receipt of the complaint”
complaint process: acknowledge within 5 working days, resolve within 8 weeks
“if we cannot we will acknowledge your complaint within 5 working days and hopefully resolve the complaint within 8 weeks”
Quoted verbatim from the company’s own published policy (source page); complaint counts are census classifications. As of 2026-09-12.
Policy-page monitoring
We monitor this company’s published policy page for changes. No changes have been detected since we started watching on 2026-09-01.
Automated change detection on the company’s own published policy page — a record of when the page changed, not a judgement on what changed.
Measured reply time: across 27 negative reviews that received a public reply, the median wait was 1.1 days — the company profile reports an average of 4 days. The two are measured differently: ours counts only replies we captured to negative reviews.
Reply quality: of 27 company replies to negative reviews analysed, 26% engaged with the specific problem and 44% were generic templates.
Review provenance: 228 company-invited reviews in the recent window average 4.93★, while 89 organic (uninvited) reviews average 4.88★.
32% of its 306 recent 5★ reviews came from accounts that had written only that one review when we captured it (the median across companies is about 39%). A high share is a reason to look closer, not evidence of fake reviews.
Sector benchmark: support unhelpful makes up 33% of this company’s complaints vs a 28% median across 169 ranked companies in its sector.
Review velocity: 886 of this company’s 2,384 Trustpilot reviews (37%) were written in the last 12 months.
Not enough reviews to establish a trend.
What are the most common complaints about Lovey?
Support unhelpful
10 reports · 33% of complaints“Basically wasted my time.”
The company replied on 2023-09-07: “Hi Stephen, I'm sorry to hear that you did not have a positive experience with Love Finance. Upon enquiring, we conduct a soft search that tells us very basic details about the business, which we can…”
Our classifier read this reply as a substantive response.
1 reader marked this review helpful on Trustpilot.
“after being told there are no withdrawal fee's, upfront fee's or anything other than interest I received docs saying that there actually are”
The company replied on 2026-02-13: “Hi Carl, Thank you for taking the time to share your feedback. We’re sorry to hear that you’ve been left feeling frustrated by your experience. To clarify, when you asked what the position would be…”
Our classifier read this reply as a deflection.
“he didn't even have the common decency to respond, acknowledging my application withdrawal”
The company replied on 2023-07-12: “Hi Jade, We're truly sorry to hear that you did not have a good experience with Love Finance, and can assure you that this is not ordinarily the case. It's a shame to hear that the process was not…”
Our classifier read this reply as a template response.
Misleading pricing
9 reports · 30% of complaints“I wasn’t even aware that the loan had a personal guarantee (PG) attached”
The company replied on 2024-12-11: “Thank you for reaching out and sharing your concerns with us. We understand that receiving a court notice can be distressing, and we appreciate the opportunity to clarify the situation. We would like…”
Our classifier read this reply as a deflection.
4 readers marked this review helpful on Trustpilot.
“more than 100% interest lol... what a joke company who advertise themselves as "helping small business's" ! false advertising”
The company replied on 2026-08-21: “Hi Charlie, We're really sorry to hear that the experience didn't meet your expectations. Business finance rates can vary depending on a number of factors. The rates advertised are representative…”
Our classifier read this reply as a template response.
“received offers ranging from 3.6% to 5% a month !!!!!! , that should be punishable”
The company replied on 2026-05-12: “Hi Emil, We’re sorry to hear you were disappointed with your experience. Business finance rates can vary depending on a number of factors, including the type of product, the age of filed accounts,…”
Our classifier read this reply as a substantive response.
Support unreachable
7 reports · 23% of complaints“no response after submitting documents”
The company replied on 2025-04-07: “Thank you for your feedback, and we're really sorry to hear about your experience. We completely understand how frustrating it must have been to lose contact part-way through your application,…”
Our classifier read this reply as a substantive response.
It promised: to make contact.
1 reader marked this review helpful on Trustpilot.
“After providing these documents, I did not receive any further communication.”
The company replied on 2025-02-12: “Hi Liviu, thank you for reaching out, we pride ourselves on providing excellent customer service to all our customers, we value your business and regret that we did not meet your expectations.…”
Our classifier read this reply as a template response.
1 reader marked this review helpful on Trustpilot.
“he didn't even have the common decency to respond, acknowledging my application withdrawal”
The company replied on 2023-07-12: “Hi Jade, We're truly sorry to hear that you did not have a good experience with Love Finance, and can assure you that this is not ordinarily the case. It's a shame to hear that the process was not…”
Our classifier read this reply as a template response.
Other
4 reports · 13% of complaints“my application has been canceled without explanation”
The company replied on 2020-02-25: “Hi Ekaterina, Thanks for taking the time to leave a review - we pay attention to all reviews whether they're good or bad and we're of course really sorry to hear you've had a bad experience. Sadly,…”
Our classifier read this reply as a deflection.
3 readers marked this review helpful on Trustpilot.
“when I as a director was asked about my private home and equity in it, then asked for personal bank statements”
The company replied on 2021-04-29: “Hi Ascentis Health Ltd, Thanks for taking the time to leave a review - we pay attention to all reviews whether they're good or bad and we're of course really sorry to hear you've had a bad…”
Our classifier read this reply as a deflection.
1 reader marked this review helpful on Trustpilot.
“No matter how many times I say no you persist to call weekly.”
The company replied on 2026-04-02: “Hi James, Apologies, we ask that our customers opt out of our communication via our marketing emails or by asking to be taken off of our call list as our system doesn't show when a number has been…”
Our classifier read this reply as a substantive response.
Overcharging
2 reports · 7% of complaints“more than 100% interest lol... what a joke company who advertise themselves as "helping small business's" ! false advertising”
The company replied on 2026-08-21: “Hi Charlie, We're really sorry to hear that the experience didn't meet your expectations. Business finance rates can vary depending on a number of factors. The rates advertised are representative…”
Our classifier read this reply as a template response.
“They responded quickly but with an offer with 43% apr on a loan of £12k over 12 months”
The company replied on 2026-06-30: “Hi Chris, We're really sorry about the experience you've had and we understand this is frustrating. APR rates depend on a number of factors specific to each application and the advertised rates are…”
Our classifier read this reply as a template response.
Compare Lovey with…
Method: reviews are classified into a fixed complaint taxonomy by an automated reader; every category shown is backed by at least two verbatim quotes from distinct reviews. Trends are computed from dated review counts only. Negative reviews are deliberately over-sampled for evidence depth; headline percentages use an unbiased recent sample only. Report updated 2026-09-07.