This signals the start of a new era where the full strengths of our group can be accessed by all our local customers, demonstrating we truly are stronger together. Credo Asset Finance, based in Norwich with offices in both Norwich and Ipswich, is building on more than two decades as one of the most successful and trusted financial services providers in their region and are proud to be a part of the STAR Asset Finance family of experts. The group-wide rebrand reflects a closer alignment of the group’s businesses and new specialist divisions – ready to serve UK SMEs better than ever. In a challenging time for many small businesses, STAR Asset Finance Group are confident they’re building a group that serves their financing needs better than many other independent asset finance providers. STAR Asset Finance Group have a bold ambition to be the most recommended asset finance provider in the UK and believe they can achieve this by offering more to customers, without taking away what they have come to expect – great personal and local service. Stronger together This re-brand across all group businesses, inspired by the new leadership team of Jim Higginbotham (CEO) and Paul Slapa (Commercial Director), reflects a closer alignment and even greater collaboration within the group, with more shared resources, expertise and investment in improved back-room systems. They have also created new specialist divisions – STAR Stocking and STAR Professions – backed up by expert hires and a new STAR Loans product providing unsecured ‘own-book’ lending with greater decision speed and flexibility. National business benefits with a local touch The result is a nationwide group able to offer more financial options, more choice, more flexibility and more value to their customers. And because they still operate through local businesses, they are able to retain the local touch and understanding that their customers expect and value so much. A model that’s working for UK SMEs This year, the group will exceed a landmark of £1.5 Billion of funding since the group formed in 2015, supporting over 100,000 UK SMEs. Their 2022 funding growth is already currently double the market rate. “The STAR Asset Finance Group has always been a great collection of local businesses, but this latest brand refresh signals the start of a new era where the full strengths of the group can be accessed by all our local customers, demonstrating we truly are stronger together. “I’m really excited about driving the STAR Asset Finance Group forward into its next chapter of growth. We have a great team, fantastic customers and a world of opportunity.” Jim Higginbotham, CEO STAR Asset Finance Group Photo credit: Credo