Concern in regards to the increasing utilization of payday lending led the united kingdom’s Financial Conduct Authority to introduce landmark reforms in 2014/15. This paper presents a more nuanced picture based on a theoretically-informed analysis of the growth and nature of payday lending combined with original and rigorous qualitative interviews with customers while these reforms have generally been welcomed as a way of curbing вЂextortionateвЂ™ and вЂpredatoryвЂ™ lending. We argue that payday lending is continuing to grow due to three major and inter-related styles: growing earnings insecurity for folks both in 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 causes. Our research additionally makes a contribution that is major debates concerning the вЂeveryday lifeвЂ™ avant loans payment plan of financialisation by concentrating on the вЂlived experienceвЂ™ of borrowers. We reveal that, contrary to the quite simplistic photo presented because of the news and lots of campaigners, different facets of payday financing are in reality welcomed by clients, provided the circumstances they’ve been in. Tighter regulation may consequently have consequences that are negative some. More generally speaking, we argue that the regul(aris)ation of payday financing reinforces the change into the part associated with state from provider/redistributor to regulator/enabler.