Simply Asset Finance, the non-bank SME lender founded in 2017, will be rebranded as ‘Simply’ with a redesign across all channels.

Simply has also moved into larger premises at Embassy Tea House, a refurbished warehouse in Southwark, London.

Mike Randall, chief executive officer of Simply, said: “Our new brand is about keeping things simple.  That’s why everything we do now and from this point forward will be brought together under one clear identity – ‘Simply’. We want to inject energy into the sector in a way that reflects our approach and personality.  We are well-established with a great and growing reputation, so being clear on who we are is more important than ever, particularly as we reinforce Simply’s purpose to be one of the most forward-thinking providers and transform the customer experience through innovation.”

Simply is majority owned by a Cabot Square Capital fund. It has recruited 80 industry figures and attracted more than 2000 customers across a variety of sectors including manufacturing, construction, transport and recycling.

John Wiles, sales director, said: “Since Simply was launched, our aim has been to do things differently.  It’s all about ease and speed; understanding and partnering with our customers, and building a business to service their requirements.  Part of our ethos is to make things simpler and more transparent for them, and enable them to get the necessary finance in place as soon as possible.  This is 100% more effective when we link the very best people with the latest tools – we call this ‘technology with a handshake’.”

In January this year Simply expanded into Northern Ireland, with an appointment of a head of sales for the region.

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Gary Coburn has 20 years’ industry experience and joined Simply after nine years at Close Brothers Asset Finance where he was responsible for the Northern Ireland Asset Finance sales team. Coburn has full responsibility for Simply’s offering in Northern Ireland and will contribute to the overall growth strategy of the business.