Crystal awarded AFC Small Broker of the Year 2025

During the 2025 Asset Finance Connect Summer Awards, held at the prestigious City Central in the grounds of the Honourable Artillery Company, Crystal Business Finance (CBF) proudly took home the AFC Small Broker of the Year Award, sponsored by Allica Bank. Recognised for its client-first ethos, sector specialism, and continued growth, CBF has proven that excellence in brokerage is not about size, but about impact.

This win marks a first for Crystal Business Finance, who entered the awards for the first time this year and walked away with one of the night’s most hotly contested honours.

“Crystal is delighted to have received the award. It raises our profile, gives our brokerage added credibility, and hopefully gives even more confidence to our customers, funders, and introducers. It’s extremely satisfying to be recognised, especially on our first entry.”

A brokerage built on relationships, not pipelines

Founded nearly two decades ago, CBF has built its name on intelligent deal structuring, sector expertise, and a relationship-led model that prioritises personal service over volume. In 2025, that ethos delivered impressive results with 975 deals completed, 513 new customers, 462 repeat deals (47%), and 100% client satisfaction feedback in Q1–Q2 2025.

At a time when many brokers are leaning on automation and narrowing their lender panels, Crystal has taken the opposite route, expanding its reach and flexibility. In the last two years alone, it has added 49 new funding partners, bringing its active panel to over 125 lenders. This diversity allows CBF to offer clients broader options and more creative deal structures, often stepping in where traditional lenders have stepped away.

“One client told us their bank sent standard terms by email. We took the time to visit, understand their business, and build a deal that actually worked,” noted a CBF team member.

Focused on the customer every step of the way

CBF’s success is rooted in its commitment to being outcome-led and service-driven. It’s not just about getting deals done; it’s about supporting clients from first call through to asset delivery and beyond.

With a bespoke proposal management system in place, Crystal ensures smooth tracking and communication, and maintains industry-leading turnaround times, with most clients receiving assets within 48 hours of offer acceptance.

Investing in people and the industry

CBF’s internal culture also played a key role in this year’s success. Over the past 12 months, the company onboarded six experienced brokers, each bringing their own portfolios and industry track records. All new joiners are supported through NACFB training and, where relevant, SAF-accredited development, reinforcing the firm’s dedication to professional standards and compliance.

“We don’t grow for the sake of growth. We grow where it makes sense, for the client, the team, and our long-term reputation.”

CBF’s focus on knowledge-sharing, agility, and values-based hiring has created a team culture that prioritises collaboration and continuous improvement. It’s this cohesion, the firm believes, that helps it deliver consistently high results in a competitive space.

Reflecting on the Awards Evening, CBF’s Martin James said: “The atmosphere was fantastic, and it was great to connect with others in the industry. I do wish I’d brought more of the team with me, though – the people who’ve worked so hard to earn this award. Next time, a few more of us will be attending.”

As for the year ahead, Crystal is focused on navigating ongoing challenges, particularly around regulatory change and legislative interpretation.

“There’s often uncertainty while the industry digests new rules, but we adapt quickly. So long as the customer is protected, informed, and treated fairly, we’re happy to evolve. We believe we do a good job at doing right by the customer, and doing so compliantly.”