The Broker Hub expands into embedded finance

The Broker Hub’s new Partner Programme brings embedded finance to equipment and vehicle sellers, extending beyond its Incubator and Accelerator Programmes into vendor finance partnerships.

The Broker Hub has begun the next phase of its evolution, moving beyond broker incubation to help asset vendors deliver embedded finance solutions.

“Our Partner Programme is about helping the sellers of stuff sell more stuff,” says White. “We’re bringing the same operational discipline and industry insight that’s worked for our brokers into the vendor space.”

The model enables dealers, manufacturers and resellers to offer customers more flexible finance options, supported by The Broker Hub’s lending panel and technology infrastructure. While most dealers rely on manufacturer-owned captives that prefer “Middle England” risk profiles and standardised products, The Broker Hub offers a broader, more adaptive solution.

“Captives do a great job — but they can’t reach every deal,” White explains. “We can coexist alongside them, giving the customer choice on both product and price. For the salesperson, that means fewer missed sales and better customer outcomes.”

Adding embedded services and long-term value

The new proposition goes beyond finance. The Broker Hub is developing a Funded Maintenance Programme that allows dealers to bundle multi-year service agreements alongside finance packages.

“If you’re selling a truck, what you really want is to retain that customer for a servicing contract equal to the finance agreement,” says White. “We’ll handle the direct debits, pay the dealer in advance, and ensure that we have disruption rights (when a customer stops making payments on a finance deal, the servicing stops) to mitigate risk. It helps the seller build annuity income and enhance their future value.”

This approach creates a genuine embedded-finance model — one that extends beyond the transaction to support customer retention and recurring revenue. As White puts it: “Everyone wants to sell a subscription now — whether it’s phones, TV, or coffee pods. We’re helping vendors do the same for equipment and vehicles.”

Building an ecosystem for growth

Founded in July 2022 and officially launched in August 2023, The Broker Hub began as a platform to help specialist finance brokers grow faster and more sustainably. Its first incubator businesses — Thrive Commercial Finance and Aston Commercial Finance — joined in summer 2023.

The model combines investment, operational support, and shared technology. The Broker Hub delivers the services; TBH Holdings, its investment vehicle, holds equity stakes in each business. Together, they create a structure where all parties interests are aligned.

“We’re shareholders alongside our partners,” says White. “Everyone’s pulling in the same direction. It’s not about oversight — it’s about collaboration and shared value.”

Today, the platform has five brokerages and expects to reach 10–15 businesses within two years, each targeting £15 million of annualised funded volume within their first year.

Three programmes shaping the model

The Broker Hub’s development now rests on three structured programmes:

The Incubator Programme supports new brokerages from launch, providing capital through shareholder loans, compliance oversight, and operational management — everything from management accounts and board packs to lender relationships.

The Accelerator Programme works with established firms that have reached a “glass ceiling” — profitable but plateaued. It focuses on four key pillars:

1. Origination strategy – improving how brokers find and convert opportunities.
2. Operational efficiency – ensuring process discipline and compliance.
3. Value creation – helping firms move from one-off transactions to recurring revenue.
4. Exit planning – structuring businesses for sale or succession.

The new Partner Programme, meanwhile, extends this framework to asset vendors and manufacturers, applying the same focus on structure, efficiency, and value creation to the seller’s side of the market.

Technology that connects brokers, lenders and vendors

A key enabler of this expansion is the platform’s technology infrastructure. The Broker Hub has partnered with Funding Xchange’s Smart Finance Hub, which manages the digital exchange of proposals between brokers and lenders.

Each partner brokerage operates its own instance of the technology — ensuring independence and easy separation if a business is acquired — while benefitting from shared investment in development and integration.

At the same time, The Broker Hub is building a data warehouse to consolidate portfolio and performance data from across its joint ventures. The system is still in its early stages but will allow detailed analysis of asset classes, customer behaviour and credit performance.

“The objective is to be able to shadow monitor and report on the majority of transactions we have funded, assuming the characteristics and attributes of a lender with out the associated balance sheet risk. Turning this data into actionable insight will help us make better origination decisions and provide our strategic funding partners with improved credit intelligence across assets and markets.”

A different kind of broker network

While The Broker Hub offers community and shared infrastructure, it’s a long way from the appointed representative (AR) networks familiar in the market.

In an AR model, brokers operate under a central firm’s regulatory permissions, paying for oversight and shared services. The Broker Hub instead invests directly in each business, creating joint ventures with shared ownership and long-term alignment.

“We’re not a franchise and we’re not an oversight network,” says White. “We’re operators and investors. We help people build businesses that stand on their own — with their own balance sheets, tech stacks, and exit options.”

Because of this structure, the group intends to remain selective.

“If you just want to do a few deals between rounds of golf, we’re not for you,” White says with a smile. “We’re building enterprises, not hobbies.”

Looking to a hybrid future

White’s longer-term ambition is to evolve The Broker Hub into a hybrid model, blending brokerage with limited lending exposure. That could include block or wholesale receivables structures, allowing the group to share in the performance of its originated assets.

“We’ve already shown we can originate high-quality, high-yielding assets,” says White. “So why shouldn’t we share in the upside at some point? We’ll let the data tell us when we’re ready.”

While there is no fixed timetable, the idea reflects a clear strategic direction — toward deeper integration with funders and a more vertically aligned business model.

Purpose, discipline and collaboration

For White, The Broker Hub’s growth is not about chasing volume but building something enduring. His experience as both broker and lender — and the personal resilience built through recovery from an accident in 2019 which left him in a wheelchair — have shaped a business culture grounded in discipline and trust.

“I’d seen lenders chasing volume, brokers chasing cash flow, and sometimes value got lost,” he says. “What we’re building is different — it’s about doing the right things for the right reasons.”

The ethos has struck a chord. What began as a proof of concept has become a platform attracting investors, experienced directors and technology partners. Its annualised funded volume is expected to exceed £150 million by December 2025 — a milestone that underscores both scalability and credibility.

Creating opportunity through collaboration

As The Broker Hub prepares to expand its partner programme and deepen its data capabilities, White remains focused on one simple idea: collaboration.

“Every milestone represents the combined effort of people who’ve shared the same vision — to create opportunity through collaboration,” he says.

That spirit now extends beyond brokers to the wider vendor community. The Broker Hub is not only incubating new finance businesses — it’s embedding finance itself into the way assets are sold, serviced and supported.

About The Broker Hub

The Broker Hub is a joint venture platform for specialist finance brokerages, providing operational support, funding access, technology and strategic expertise. Founded by Philip White in 2022, its mission is to enable brokers and vendors to launch, scale and succeed through a collaborative, future-facing ecosystem. Find out more at www.thebrokerhub.finance