US fintech Alloy has officially launched in the UK as part of its EMEA growth strategy and global expansion, opening a new office in London and announcing several key hires.
The identity decisioning platform connects to over 170 data sources, allowing financial institutions to automate customer approvals, streamline account openings, and monitor transactions. Currently, the product is utilized by 350 companies worldwide.
Founded in 2015, Alloy has previously collaborated with firms like Carta, Ramp, and Brex. Last year, the company raised $52 million for its global expansion and is now set to enter 40 countries.
Edwina Johnson, the former COO, has moved to London to spearhead Alloy’s global expansion efforts, while James Baston-Pitt, previously the vice president at Onifdo, has been appointed as the EMEA director of growth. Alloy is actively hiring for roles in the UK across sales and partnerships and will continue to enhance its go-to-market and client services teams throughout the year.
Johnson stated, “The UK is one of the world’s most powerful fintech hubs, and we can’t wait to help innovative local firms unlock their potential abroad. For too long, international expansion has involved trade-offs with risk management, but that doesn’t have to be the case. Alloy provides dynamic support for companies operating across multiple regulatory environments, enabling them to focus on growing their business without the looming threat of fraud.”