Fair Finance: faster, 24/7 customer support with Faira
Using AI to make customer support easier to access
The challenge
Fair Finance is a responsible lender and social enterprise focused on improving financial inclusion and providing fair, affordable credit in the UK to people who may struggle to access mainstream financial services.
As Fair Finance grew, so did the number of enquiries about applications, eligibility, repayments and details of existing loans. While many questions were straightforward, answering them took up valuable customer-service time.
Fair Finance wanted to give customers a quicker and easier way to get answers, while allowing the team to spend more time supporting customers with complex needs.
Meet Faira
Working with CU Apps, Fair Finance introduced an AI-powered chatbot and named her Faira. The name was chosen to make the chatbot feel like an extension of Fair Finance.
Available 24 hours a day, seven days a week, Faira lets customers ask questions in their own words and receive immediate answers based on Fair Finance’s products, services and customer journeys.
Questions include:
- “Can I apply if I have bad credit?”
- “How much can I borrow?”
- “How do I make a payment?”
- “What should I do if I’m struggling with my repayments?”
Rather than searching through the website or waiting to speak to someone, customers can find information or support by chatting with Faira.
Results and impact
Faira went live in December 2025. The case study reports:
- Over 3,800 customer conversations handled each month.
- 80% of routine enquiries handled without human intervention.
- An average of 60% of conversations happening outside office hours.
- A 28% reduction in incoming calls and emails.
This has reduced pressure on staff, giving them more time to focus on customers with complex needs and situations.
In Fair Finance’s own words
“For us, AI isn’t simply about efficiency.
It’s about using technology to make financial services easier to access, easier to understand and more responsive, while giving our staff more time to support the customers who need them the most.
Our chatbot, Faira, handles the straightforward questions, so our people can focus on the conversations where people matter most.
Faira wasn’t introduced to replace our customer service team. Her role is to handle the straightforward questions that can be answered quickly and digitally, freeing our people to concentrate on conversations where human support makes the greatest difference.
This is particularly important when supporting customers experiencing financial difficulty or vulnerability. It means we can use automation where it improves the experience while keeping people at the heart of the interactions that need them.”
Looking ahead
As Fair Finance continues to grow, Faira offers a scalable way to support more customers without compromising service quality.
For a lender whose customers often face financial difficulty, this means more people can get a fast, judgement-free first response, with staff time protected for the conversations that need a human touch most.