The club is not alone in offering a personal loan, credit card and savings account to its fans, but the move into a ‘one-stop’ financial shop is thought to be a first for the market.
Accessing the website, which is run by the independent financial advisor Origen, surfers can link to information on retirement planning, tax and benefits, financial and investment products. There is also a helpline number and a complete portfolio management service.
The football club will benefit by receiving a proportion of the funds generated by use of its website.
Chelsea chief executive Peter Kenyon said that the site was a “complete lifestyle online offering,” giving fans freedom of choice and independent advice on a large array of major financial products.
“We believe Chelsea FC Money can give our fans a unique opportunity to help tailor and control their finances to their needs,” he said.