Emma Steeley appointed Freedom Finance CEO

Freedom Finance partners with over 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.

Steeley joined the company from Equifax, where she spent nearly four years as chief executive of AccountScore.

She has spent over 16 years working in senior roles in the consumer finance and fintech sector, consistently delivering growth.

Freedom Finance said Steeley will lead the next stage of the company’s ambitions to expand following new investment and the completion of recent product upgrades to the digital marketplace.  

Pollen Street Capital recently completed a significant new investment in Freedom Finance to continue to develop the business’ embedded marketplace offering.

Former 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.

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’ 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 said: “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.”