AFS celebrates 20 years of growth, innovation, and community

This year marks a significant milestone for Asset Finance Solutions (UK) Ltd as the company celebrates its 20th anniversary. What began as a modest venture by three industry professionals has grown into one of the UK’s most respected networks in the asset finance sector. To commemorate this achievement, we sat down with founders Nick Simpson (Managing Director), Justin Ford (Group Commercial Director), and Mike Geddes (Legal & Compliance Director) from AFS Group to reflect on two decades of progress, the evolving landscape of finance, and the culture that continues to drive their success.

A journey built on passion and partnerships

The AFS journey is not just a business story; it’s one of camaraderie, perseverance, and shared values. “Alongside setting up and running the business, we’ve also become lifelong friends. The tremendous support we’ve received from across the industry has been incredible, and I am truly grateful to all that have supported us along the way.”

A changing industry, a steadfast vision

Over the past 20 years, the finance sector has undergone seismic changes – from new regulations and compliance pressures to shifts in technology and talent, which is summed up by Mike Geddes: “We’ve navigated economic downturns, a pandemic, and rapid technological advancements, while staying true to our core values: honesty, integrity, and transparency.”

But it’s not just the economy and regulation that has changed, the evolving profile of brokers is marked as Justin Ford points out, “We’re seeing a lot more young people entering the industry. Ten years ago, the sector struggled to attract fresh talent, but in recent years, we’ve seen a wave of younger professionals entering the sector, bringing fresh perspectives and enthusiasm. To meet their needs, we have enhanced our “Broker in a Box” offering, to include marketing support and access to specialist training through our partnership with the Finance Education Centre.”

Staying ahead by staying true

While much has changed, AFS’s central purpose remains: empowering brokers to succeed. “Our mission is to provide brokers with all the tools and support they need to set up, run, and grow their businesses at a service level and price point they couldn’t achieve alone,” Simpson explains. From a wide funding panel to compliance support and a knowledgeable head office team, AFS provides a comprehensive platform for success.

Geddes adds, “We’ve heavily invested in IT and systems, not just for efficiency, but to ensure full compliance and transparency. Today’s brokers are digital natives, and they expect smart, intuitive tools that help them make data-driven decisions.”

Balancing growth with culture

Maintaining a strong company culture amidst growth has been both a priority and a challenge. “In the early days, it was just us and a small team, many of whom were friends and family,” says Simpson. “As we’ve grown and attracted talent from across the country, we’ve had to be more intentional about maintaining our culture. Communication, local offices, and a shared sense of purpose have helped AFS keep its atmosphere welcoming and collaborative. “Finance is a serious business, but we want to keep things fun along the way.”

Responding to success with humility

AFS’s growth has drawn admiration, and occasionally, criticism. Some have suggested the company is “too big” or “too successful,” but Simpson is unfazed. “What defines a business as ‘too big’? We’ve scaled to meet the needs of our brokers, but we remain relatively small in terms of employee numbers. Having a large funding panel simply means offering more choice to end customers. Our financial stability provides security for our brokers and employees alike. As long as there’s ample market opportunity for our brokers – which reports show there is – then size isn’t an issue.”

Looking back – and ahead

When asked if there’s anything they’d change, Simpson reflects, “Every decision, good or bad, has taught us something and brought us to where we are today. I wouldn’t change that.”

His proudest achievement? “Growing the business without losing our personal touch and staying connected to our brokers. Behind every transaction is a person, building their own business, achieving their personal and professional goals, and supporting other business owners along the way.”

As for the future, Justin Ford sums it up best: “We’ll continue to evolve, but our purpose remains the same, helping brokers thrive and creating an industry with high standards where the brokers are valued and respected.”

Congratulations to Asset Finance Solutions on this milestone. Here’s to the next 20 years of empowering brokers and shaping the future of asset finance.