Guide

Headline rate vs true cost: what the advert leaves out

The advertised rate is bait, not the bill. A headline rate is chosen to catch your eye, and it routinely omits fees and the effect of compounding. The true cost lives in the APR and the total amount payable. This guide shows exactly what the headline hides and how to surface the real figure before you commit.

2 min read

HeadlineThe advert’s number
True costAPR + fees + total
Compare on totalNot the headline

Estimates an annualised cost including fees so you can compare offers like-for-like. Illustrative, not a statutory APR.

What the headline typically leaves out

A headline rate usually excludes the arrangement fee, admin charges, and the effect of compounding. Each pushes the real cost above the advertised figure, sometimes substantially.

The two numbers that tell the truth

The APR folds compulsory fees into an annual rate; the total amount payable puts the whole cost in pounds. Between them they cut through any headline. If a lender will not give both, be wary.

A worked comparison

Loan A: 8% headline, £3,000 fee. Loan B: 9% headline, no fee. On £50,000 over three years, the fee can make Loan A the dearer deal despite the lower headline. Only the total repayable reveals it.

Surface the real number

Ask for the total repayable including every fee, or work it out. The calculator below shows the all-in cost so you compare on truth, not marketing.

Where Credicorp fits

Credicorp lends to your company, not to you personally, and takes no personal guarantee. See indicative terms on business loans, or apply online in minutes.

See headline rate and how to compare two loan offers on cost.

Frequently asked questions

Why is the headline rate misleading?

It is chosen to look attractive and usually excludes fees and compounding. The APR and total amount payable reveal the real cost.

Which number should I trust?

The total amount payable in pounds, or the APR. Both include the costs a headline rate leaves out.

Do all lenders quote a headline rate?

Most lead with one in marketing. A good lender will also give you the APR and total repayable on request — always ask.

Funding for UK limited companies

Credicorp lends to your company, not to you personally — short-term working capital with no personal guarantee. See what your business could access.