Concern in regards to the increasing usage of payday lending led great britain’s Financial Conduct Authority to introduce landmark reforms in 2014/15. While these reforms have actually generally speaking been welcomed as a means of curbing вЂextortionateвЂ™ and вЂpredatoryвЂ™ lending, this paper presents a far more nuanced photo predicated on a theoretically-informed analysis for the development and nature of payday financing coupled with initial and rigorous qualitative interviews with clients. We argue that payday financing has exploded as a consequence of three major and inter-related styles: growing earnings insecurity for folks in both and away from work; cuts in state welfare supply; and financialisation that is increasing. Current reforms of payday financing do absolutely nothing to tackle these basic causes. Our research additionally makes a significant share to debates concerning the вЂeveryday lifeвЂ™ of financialisation by concentrating on the вЂlived experienceвЂ™ of borrowers. We reveal that, contrary to the quite simplistic image presented by the news and several campaigners, different areas of payday financing are in fact welcomed by clients, because of the circumstances they’ve been in.