Freedom Finance appoints Emma Steeley as chief executive
Freedom Finance, an aggregator that compares products from a variety of lenders including Leap and Lending Works, has named Emma Steeley (pictured) as its new chief executive.
Steeley starts her new role today (Monday 11 July), joining from analytics firm AccountScore where she spent nearly four years as chief executive.
Freedom Finance said that Steeley will lead the next stage of the company’s growth ambitions, following a “significant new investment” from Pollen Street Capital to develop its embedded marketplace offering.
Read more: Personal loan rates reach highest level in over five years
Group chief executive Brian Brodie will move into a newly-created chairman role to support the transition of leadership and provide ongoing strategic support to Steeley and the business.
“I am delighted to be joining Freedom Finance at an exciting, new period of its growth journey and look forward to further strengthening the business’ market position,” said Steeley.
Read more: BoE: Consumer borrowing soared in April
“Brian has led the business superbly over the past six years, navigating it through the unprecedented challenges of the pandemic and developing it from a traditional broker to a fully-digitised lending platform that is perfectly-placed to seize the opportunities ahead.
“The embedded finance revolution only increases the relevance of our services in today’s market. I am eager to build on Brian’s hard work and unlock Freedom Finance’s huge potential with his continued support.”
Freedom Finance partners with over 100 UK lenders and service providers to help customers access a range of consumer credit, mortgage and other financial products.
It said that the number of registered users has increased fourfold in the past year, with revenue and profitability at an all-time high.
Freedom Finance’s embedded marketplace is used by brands including Argos, Asda and RAC.
“It has been a privilege to drive forward Freedom Finance’s growth and long-term strategy over the past six years,” said Brodie.
Read more: Treasury backs credit unions to support financial inclusion
“Following the completion of significant product upgrades and the arrival of further investment, now is the perfect time for new leadership to take the business forward.
“Emma embodies our values of innovation and entrepreneurship and I have no doubt that she will be a great appointment bringing energy and fresh focus. The opportunities that lie ahead of Freedom Finance are hugely exciting and I greatly look forward to supporting Emma as chairman as we continue to drive innovation in the lending sector.”