I have had a reply from the FSA. Sure Thing Loans, do not come under the FSA remit, they don't have to apparently.
This is what the person at the FSA advised.
Loans fall within the remit of the Consumer Credit Act (CCA). The CCA requires that most businesses that lend money to consumers be licensed by the Office of Fair Trading (OFT). The OFT is a government body that ensures that firms are fit to hold licences. You can find more information on the OFT's role at www.oft.gov.uk. This type of product does not fall within the FSA's remit.
huckster