ASDA Money is the financial services arm of the major UK supermarket chain, Asda. Launched in 1997, its mission is to provide simple, transparent, and value-driven financial products to its broad customer base. Rather than acting as a direct provider for all its services, ASDA Money partners with a panel of trusted financial institutions to offer a portfolio of products, including credit cards, personal loans, travel money, and various types of insurance such as car, home, and pet insurance, under its own brand.