Freedom Finance, an aggregator that compares merchandise from quite a lot of lenders together with Leap and Lending Works, has named Emma Steeley (pictured) as its new chief govt.

Steeley begins her new position immediately (Monday 11 July), becoming a member of from analytics agency AccountScore the place she spent practically 4 years as chief govt.

Freedom Finance stated that Steeley will lead the subsequent stage of the corporate’s development ambitions, following a “vital new funding” from Pollen Avenue Capital to develop its embedded market providing.

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Group chief govt Brian Brodie will transfer right into a newly-created chairman position to help the transition of management and supply ongoing strategic help to Steeley and the enterprise.

“I’m delighted to be becoming a member of Freedom Finance at an thrilling, new interval of its development journey and look ahead to additional strengthening the enterprise’ market place,” stated Steeley.

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“Brian has led the enterprise beautifully over the previous six years, navigating it via the unprecedented challenges of the pandemic and creating it from a standard dealer to a fully-digitised lending platform that’s perfectly-placed to grab the alternatives forward.

“The embedded finance revolution solely will increase the relevance of our providers in immediately’s market. I’m keen to construct on Brian’s arduous work and unlock Freedom Finance’s enormous potential along with his continued help.”

Freedom Finance companions with over 100 UK lenders and repair suppliers to assist prospects entry a spread of shopper credit score, mortgage and different monetary merchandise.

It stated that the variety of registered customers has elevated fourfold prior to now yr, with income and profitability at an all-time excessive.

Freedom Finance’s embedded market is utilized by manufacturers together with Argos, Asda and RAC.

“It has been a privilege to drive ahead Freedom Finance’s development and long-term technique over the previous six years,” stated Brodie.

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“Following the completion of great product upgrades and the arrival of additional funding, now’s the proper time for brand new management to take the enterprise ahead.

“Emma embodies our values of innovation and entrepreneurship and I’ve little question that she shall be an excellent appointment bringing power and recent focus. The alternatives that lie forward of Freedom Finance are vastly thrilling and I significantly look ahead to supporting Emma as chairman as we proceed to drive innovation within the lending sector.”