Driving innovation in car finance.
The UK's largest hybrid lender-broker. One group of specialist brands making car finance more accessible, efficient and cost-effective — for dealers and drivers alike.
Certified B Corp · Carbon neutral · ISO 27001 · Living Wage EmployerFigures as published by DSG Group.
Car finance, from the car people.
Simplicity shouldn't mean fewer options. That idea has shaped DSG since our CEO first saw how hard it was for dealers to access lenders in the late 1980s.
Today our group of brands gives franchised, independent and prestige dealers — and drivers buying direct — the widest choice of finance, delivered simply and cost-effectively. Behind it is a team that knows the motor trade from the inside — our Regional Development Managers and Connectors are all ex-motor trade.
One group. Every corner of car finance.
Six specialist brands, one shared platform and panel — so every dealer and every customer gets a route to the right finance.
See all our brands
DSG Finance
Specialist finance that sits alongside your existing lenders to maximise sales and F&I income across your dealer group.
Explore
DSG Connected
Hands-on support for used-car dealers, from ex-motor-trade Connectors to a lender panel that rivals the big groups.
Explore
DSG Prestige
Bespoke finance for high-value and performance vehicles, delivered through a discreet concierge service.
Explore
DSG Partnerships
Working in partnership with dealer groups and introducers to build finance offerings that fit.
Explore
Unity Auto Finance
Our ethical lending brand — straightforward, affordable car finance, with a native tree planted for every customer.
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Magnitude Finance
Award-winning finance for car buyers, with a wide lender panel and an online journey from quote to signature.
Visit siteDSG Vision
Our point-of-sale system: quote, compare, propose and track — all in one place.
How it works PlatformQST
Secure partner portal for proposal and account management.
Log in Investment
A UK loan marketplace API connecting customers with credit products.
Investment
Community lending where the borrower sets the term and the rate.
Car finance, direct from the DSG family.
Two of our brands help drivers directly — compare options online with Magnitude Finance, or borrow from our own ethical lender, Unity Auto Finance.
Built around the way your dealership works.
Pick your world. Each division has its own specialist team, lender mix and way of working.
Never miss a sale across your group.
- One proposal checks a panel of 20+ prime and non-prime lenders
- Ex-motor-trade Regional Development Managers in your dealerships
- Specialist non-prime and LCV teams at head office
- Fixed commission or fixed APR — structured to support Consumer Duty
Big-group lender access, independent-dealer service.
- 3,100+ approved dealer partners and 33 external Connectors nationwide
- No contracts — first-string partner or alongside your current lender
- Connected Academy: free website, review and marketing support
- Connected QR for dealers without their own FCA licence
Complexity shouldn't mean fewer options.
- Bespoke PCP, HP with balloon, variable-rate and commercial lending
- Advances up to £1.5m funded
- Concierge team who meet your clients and handle the paperwork
- Specialists in older, classic and leisure vehicles
One proposal. The whole panel. Seconds, not hours.
For over 30 years we've been early adopters — from BlackBerrys in the field to our own point-of-sale and proposal systems.
- DSG Vision — quote, compare, propose and message underwriters without leaving the system
- MOWS API — submit proposals straight from your own dealer management system
- AI support — helping spot potentially vulnerable customers and catching invoice errors before payout
- ISO 27001 certified — with regular penetration testing and staff security training
35 years in the making.
The spark
Richard Hoggart joins his family's dealer group and sees how hard finance is to access.
A UK first
DSG becomes the UK's first national car finance broker.
Investment
Promethean Investments and Magnetar Capital back our growth.
Connected
DSG Connected launches for independent used-car dealers.
B Corp
Certified B Corporation, with a 100% electric company fleet.
Market leader
The UK's largest hybrid car finance lender-broker.
Trusted by the dealers we work with.
“There are so many occasions from speaking to our team when DSG step up and go above and beyond, answering their phone out of hours, responding to them on any client queries, making sure that they're on hand to support with any questions.”
“They have over 20 lenders and won't rest on a proposal until every possible option has been explored.”
“No hassle, speedy, 5* service from start to finish.”
Good business, doing good.
If we do right by our customers, our people and the planet, we'll build a business that stands the test of time.
Regulatory excellence
A strong track record of great customer outcomes, and practical Consumer Duty support for our dealer partners.
How we do itCertified B Corporation
Carbon neutral, solar-powered head office, 100% electric fleet and a tree planted for every Unity customer.
Our impact
It's our way of life
Four values every colleague lives by — from “Everyone's included” to “Remember, it's bigger than this”.
Life at DSGAward-winning, across the group
Recognised by the industry for how we treat dealers, customers and our own people.
Let's talk
Ready to sell more cars on finance?
Whether you run one forecourt or fifty franchised sites, we'll build a finance package around you — no hard sell, no long contracts.