Been around for years. I'm sure it's the same brand that ran the football pools for years before all merging with ladbrokes however not sure if it's the same company originally - could be a company that bought the rights to the name / logo. But they are pretty safe as far as bookies go. They did have some payment issues at the beginning of September, but I think that may have been due to either new UK regulation or changing of payment processors. Never seen a complaint since then or prior to then.