Name: Wonga.

Age: Nine years.

Appearance: The living embodiment of karma.

Wonga? The payday loan company with the puppet ads of happy retirees? Not really. Wonga removed these ads last year because it is irresponsible for a high-cost credit company to make ads that explicitly appeal to children.

Alright, I’m starting over. Wonga? The payday loan company that sponsors Newcastle United? Technically this is true, although Wonga is removing its logo from all kits sold in children’s sizes starting next year because it is irresponsible to kid children by advertising cost credit companies. high on their clothes.

OK, lucky third time. Wonga? The payday loan company that really doesn’t seem to be very good ethically? It’s this one!

Ultimately. So why are we talking about Wonga? Because he just announced a pre-tax loss of £ 37.3 million in 2014.

Ah, sweet poetic justice. Now don’t rush. There are many non-karmic reasons, entirely business-related, why a business like this could lose money.

Such as? Rising operating costs, including the 12% increase that Wonga has faced since the Financial Conduct Authority imposed stricter accessibility controls on anyone looking to borrow money.

And? Reasonable expenses, such as all the loans Wonga was forced to cancel because she failed to properly assess whether her clients were able to repay them.

Nothing else? Other sundries, including the £ 2.6million Wonga had to pay in compensation after being caught chasing debt with letters from bogus lawyers.

That’s all? Well, there’s always the fact that in terms of reputation, Wonga is basically somewhere between Ryanair and Joseph Kony.

It all seems pretty karmic to me. Fair point.

So is this the end of Wonga? Not at all. Its president Andy Haste remains hopeful for the future, affirming that Wonga will soon become a sustainable, responsible and transparent company.

Which means? I’m no expert, but I think it’s business that speaks: “Sorry, you caught us exploiting the poor. This will not happen again.

Say: “Since Wonga has been so generous in the past, maybe we should all partner up and offer them a loan…”

Do not say : “… billed at a billion percent APR, obviously.”