Bits is a financial services company based in the UK, trading under the name Fea Card Limited. The company focuses on helping individuals build and improve their credit scores through their products, such as the Bits Credit Card and Bits Store Card. These products provide opportunities for users to establish credit history by reporting payments to major credit bureaus. Bits aims to assist users in building credit responsibly, emphasizing the importance of timely payments. While the company offers unregulated products structured under certain exemptions, it also operates under the authorization and regulation of the Financial Conduct Authority for its credit information services. Bits's mission is to support credit building without leading users into debt, offering services primarily to those who want to improve their financial standing without incurring additional interest.