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Around a coffee table are cheerfully coloured armchairs where young women sit flicking through magazines and leaflets for local beauticians and hairdressers. A toddler plays happily with an array of new toys in a creche area. Oakam in Walthamstow High Street, East London is attracting a number of women with the promise of much-needed cash.
Welcome to the office of Oakam — a payday loan company where all of these women are about to join the growing number being targeted to take out loans with eye-watering rates of interest, which with some companies can be up to 16, per cent. Over the next six months, it is estimated that every 15 seconds in the UK a female will take out a payday loan. Payday loan companies, with smart, welcoming offices, are springing up across the country.
The recession and tougher rules on borrowing from High Street banks are partly fuelling this dangerous addiction to expensive debt. Many of these companies have developed clever marketing strategies to attract this new clientele. Some have also launched expensive television advertising campaigns around popular shows. Firms like Quick Quid promise immediate loans but the recipients face extortionate repayment charges.
Bar manager Laurie Smith, 25, from Norfolk, knows all about the lure of the payday lenders, and how dangerous their apparently tempting offers can be. The process was quick and frighteningly simple: The promise of instant cash sees UK women take out loans every 15 seconds. Miss Smith eventually managed to scrape the money together but says: But I would never borrow like this again — no matter how desperate I was.
Many payday lenders we spoke to denied they were specifically chasing young women customers. But their actions give another impression. Just like the offices of Oakam in Walthamstow, they do business from cheerful High Street shops rather than dingy offices in the worst part of town. Some, such as The Money Shop, advertise loans through magazines handed out to customers, filled with pictures of pretty young women.
Oakam even supported a beauty competition, where the firm handed out information about its Bonus Loan, which has an APR rate of more than per cent. The company says this was not a bid to target young women but was intended to widen its appeal to the whole community. Other firms have set up glamorous websites that target young women, giving the impression that taking the loan is socially acceptable.
It can be horrible having to choose between things like that and bills but you can have the best of both worlds with Cash Lady. Yet you will pay APR of an eyewatering 16, per cent with this firm. The temptation is that this may not seem such a large amount over a short period. In just one month the amount you owe the company would have more than doubled. Other statistics from insolvency industry tradebody R3 estimate that two million women plan to take out payday loans over the next six months — 25 per cent more than the number of men.
They claim they are not as expensive as their interest charges suggest because their loans are meant to be taken out over the short term — so it is not fair to calculate their interest on an annual basis.
Many lenders will hit you with large fees if you need extra time to pay back your loan. MP Stella Creasy has warned of the troubles for women taking out quick-fix loans. Labour MP and anti-debt campaigner Stella Creasy says young, working women are often the perfect prey for these firms.
They are targeting a particular group of young women who are great customers for them because they are financially vulnerable. Last year, a report from accountancy firm RSM Tenon showed that many women were drowning in debt, making up a record-breaking 49 per cent of all insolvencies last year. All too often it falls to family members to step in and rescue young relatives whose loans spiral out of control.
A year-old Mail reader, who wished to remain anonymous, so worried is he of the stigma of debt, says he had no idea of what a payday loan was until a few weeks ago. But he learned a cruel lesson after a late-night call from his year-old granddaughter, Charlotte, a care assistant. The reader, who lives in Manchester, says Charlotte had no idea how many loans she had taken out or how much she owed.
Estelle Girard-Bellamlih, 35, says her social life ground to a halt as she battled to pay back payday-loan debt. Mrs Girard-Bellamlih, who is French but has been living in London for 12 years, has been forced to work seven days a week for months to pay back her borrowing. The most seamless and user friendly loan experience awaits you. Our loans experience has been designed to be super quick, right from the word go.
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