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Plend, based in London, offers a unique method of borrowing not tied to traditional credit history, setting it apart in the fintech and personal finance space. By providing alternatives to traditional credit-based lending, Plend can serve individuals who might be financially excluded due to poor or nonexistent credit records. This approach broadens access to credit and taps into an underserved market segment. With backing from investors like Ascension Ventures and Haatch, Plend has significant potential to disrupt traditional lending practices. Its dual business model targets both businesses and consumers, positioning it as both a service provider and a marketplace. Given its unique value proposition and strong financial support, Plend is well-placed for growth and impact in the borrowing landscape.