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Lending marketplace Freedom Finance becomes Aro in rebrand

CEO Emma Steeley says the change marks a “new chapter” for the company

Aro Logo


Just 12 months after arriving as Freedom Finance’s new CEO, Emma Steeley yesterday announced a dramatic rebranding for the company.

The consumer lending marketplace will now be called Aro (pronounced “arrow”) a move that Steeley said marked a “new chapter” for the company.

“Massive thank you to our amazing team that have delivered so much in the months leading up to this,” Steeley wrote on LinkedIn.

“Aro is here to deliver personal credit solutions 24-7 for our customers! With our new personal credit matching data intelligence, we enable our B2B partners to help their customers meet their financial objectives more than ever before!”

Aro works with over 100 consumer lenders, mortgage lenders, credit card providers and car finance brokers and acts as a credit broker on their behalf.

Its marketplace is also embedded by big brands such as Argos, Asda, The Co-Op Bank, RAC and the Very Group which use Aro to offer lending to their customers.

“The embedded finance revolution only increases the relevance of our services in today’s market. I am eager to build on [former CEO] Brian’s hard work and unlock Freedom Finance’s huge potential with his continued support,” Steeley said last year when appointed CEO.

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