Fronted
The business, the turning points, and the decisions behind them.
01 / WHAT IT BUILT
What the company did
Fronted financed renters’ deposits, including bridging the gap before a previous tenancy’s deposit was returned.
02 / Fronted FAILURE REASONS
Failure reasons
CEO Jamie Campbell said capital costs rose sharply in September 2022. A service that worked at about £50 could no longer be offered below £100, but customers would not accept that increase. The funding-cost change therefore undermined an affordable route to market, rather than indicating that renters had no need for deposit help.
03 / EVENT HISTORY
Events in the structured record
- Company founded
The startup was established to offer deposit-related credit products.
- Funding costs rose
The CEO identifies September as the turning point in its cost of capital.
- Closure reported
An August report confirmed closure and described the pricing obstacle; its publication date is not treated as the precise legal dissolution date.
04 / CONTEMPORARY REBUILD ASSESSMENT
Difficulty of rebuilding this project today
Material for this section is being gathered and checked. It will appear here once ready.
Overall assessment: Not completed
05 / CAUSAL CHAIN
How the factors connect
- 01
Cost of capital increased sharply
- 02
Required customer price more than doubled
- 03
Customers would not pay the higher price
- 04
Business closed