Henry Howard Finance (HHF) has appointed former GE Capital equipment finance fulfilment leader Anne Williams as chief operating officer.

The finance broker hopes that the appointment will help to increase revenue and business opportunities and minimise costs. Williams has also been appointed to HHF’s group board.

Williams spent over 20 years at GE Capital, and spent her final three and half years as fulfilment leader for equipment finance.

In this role, Williams will be responsible for supporting HHF’s operations including pay-out, customer services, and compliance teams, and ensuring sustainable growth.

She said: “Henry Howard Finance presents an exciting new challenge for me as a member of the board and chief operating officer. I look forward to extending our outreach and further developing the HHF offering to our customers.”

Williams will work under the direction Mark Crook, chief executive officer and co-founder of HHF, and the group board.

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Crook said: “The board and I are confident that her calibre and experience will prove vital in our ongoing efforts to support productivity and growth, while ensuring that HHF remains a first-choice funder for clients across the UK.”