Advertising and funding

Who runs this site

123laen.ee is operated by 123laen OÜ (registry code 14771385, Tallinn, Estonia). The company operates an advertising and comparison platform: we collect publicly available information about Estonian loan offers and present it in a comparable form.

What we are not

• We are not a lender — we do not issue loans or credit.
• We are not a credit intermediary — we do not arrange loan agreements, do not submit applications to lenders and take no part in concluding a contract.
• We make no credit decisions and do not assess anyone's creditworthiness.
• We do not collect or forward loan application data to lenders.

You always apply directly on the lender's website, where their terms, pricing and privacy policy apply. The final terms are set by the lender based on its own assessment.

How the portal earns money

The portal is free for the user and stays free. Our income comes from advertising and affiliate programmes. It is invoiced to 123laen OÜ and taxed under Estonian law.

With some lenders we have a direct agreement; with others the cooperation runs through affiliate networks. An affiliate network is an intermediary between a website and a lender: it holds the contract, counts the referrals and the concluded agreements, and pays the website out. In the network's report we only see that a paid event happened — not who took a loan or on what terms.

What exactly gets paid for

• Per referral — the fee arises the moment a user leaves our page for the lender's website. What happens after that is out of our hands.
• Per concluded agreement — the fee arises only if the lender approved the application and the contract was signed.

The model differs by partner: some pay only for the referral, some only for a signed agreement, some for both. All three variants are in use here — so it would not be honest to claim the fee works in one single way.

Affiliate links carry the rel="sponsored nofollow" attribute. The markup is in the page source and is readable by search engines.

What it costs you

Nothing. Going through us does not make the loan more expensive: the interest rate, the annual percentage rate of charge and the contract fee are identical whether you reach the lender from our page or type its address into the browser yourself. The fee is paid by the lender out of its own marketing budget — it is not added to your agreement or your monthly payment.

By the same logic, coming through us gives you no advantage either — the lender decides on exactly the same grounds.

What decides the order of offers

The size of the fee does not decide it. Below is the actual logic by which a list is assembled.

1. Your own input cuts first. Amount, term and loan type act as a filter: an offer whose range does not cover your request does not appear in the list at all.
2. The order of the rest is fixed editorially. Every offer has two fields in the admin panel — a priority group (A, B or C) and a position number inside that group. The comparison list is sorted by exactly those two.
3. In the lender ranking the order is calculated. User votes, editorial points and the number of click-throughs from our site are added together; a tie is broken by rating.
4. The three offers on category pages are picked by hand. That block is a curated selection rather than an automatic ranking, and it may contain an advertising placement.

The checkable part: our offer database has no field for the fee. Sorting uses only the fields listed above — amount, term, loan type, priority group, position number, votes, click-throughs, rating. The fee figure simply is not there.

We use the word "best" about a specific measurable property ("the lowest APRC at this amount"), not as a general verdict.

Advertising principles

• Credit advertising states the annual percentage rate of charge (KKM) and a representative example, as the Estonian Advertising Act requires.
• We avoid wording that makes borrowing look effortless or money look free of obligation.
• We display the warning that a loan is a financial obligation that has to be repaid.
• We publish offers only from lenders licensed to operate in Estonia (the licence can be checked in the register of the Financial Supervision Authority).

Accuracy of the data

Terms change and depend on the lender's assessment. We refresh the data regularly but cannot guarantee that every number is accurate at every moment — always confirm the final terms with the lender. Found something wrong? Tell us through the about page.

Validity of this disclosure

This disclosure, in this wording, took effect on 3 August 2026. Last substantive update: 3 August 2026.

If the funding model changes — a new type of fee appears or an existing one disappears — we will change this page and the date with it. The update date is also in the page source (dateModified) and in the sitemap, so it can be checked without taking our word for it.