Freedom Finance appoints former Equifax leader as CEO

UK fintech Freedom Finance has appointed Emma Steeley as their new CEO, while former CEO Brian Brodie becomes Chairman of the company

Freedom Finance, one of the UK’s leading lending fintechs, has announced the appointment of a new CEO. Former Equifax and AccountScore CEO, Emma Steeley joins as CEO of Freedom Finance, while former Group CEO Brian Brodie has moved into the Chairman’s role. 

Freedom Finance growth strategy

According to reports, Steeley, who has spent over 16 years in senior roles within the consumer finance and fintech sector, has a reputation for consistently delivering growth. She will lead the next stage of the company’s exciting growth ambitions following fresh investment and the completion of recent product upgrades to the award-winning digital marketplace. 

Meanwhile, former Freedom Finance CEO 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, which is currently in an evolving stage. Pollen Street Capital recently completed a significant new investment in Freedom Finance to continue to develop the business’ embedded marketplace offering.

Freedom Finance role in the digital ecosystem

Launched in 2008, the fintech is one of the best established lenders in the UK marketplace and is currently partnered with more than 100 of the UK’s leading lenders and leading service providers to help customers access a range of consumer credit, mortgage, and other financial products through its proprietary matching platform.

Over the last few years, the number of customers searching for a loan through Freedom’s marketplace has almost doubled, with revenue and profitability at an all-time high. Registered users increased fourfold through the past year driving the returning customers’ share of the revenue.

Revenue streams are increasingly diversifying as the business’ embedded marketplace is being used by brands such as Argos, Asda, The Co-Op Bank, RAC, Very Group, and many more.

Speaking about her recent appointment, Steeley said, “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's market position.

“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.”

Brodie agreed, saying, “It has been a privilege to drive forward Freedom Finance’s growth and long-term strategy over the past six years. 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.

He added, “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.”


Emma Steeley, CEO of Freedom Finance
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