Liberty Finance completes rebrand as lender looks beyond leasing roots

Independent asset finance provider Liberty Leasing has officially completed its transition to Liberty Finance, marking the next stage in the company’s evolution as it celebrates 25 years in business.

The Southampton-based lender first announced the rebrand earlier this year, with the new Liberty Finance identity now live across its website, social media channels and corporate communications.

The move reflects the changing nature of the business, which has expanded well beyond its original leasing focus. According to the company, hire purchase and refinancing now account for 94% of new business written, with leasing representing just 5%.

Paul Sheedy, Commercial Director at Liberty Finance, said the rebrand was a natural step for the business.

“We’ve long moved beyond being just a leasing company,” he said. “Last year, 94% of the business we wrote was hire purchase, including refinancing, and only 5% was leasing, with the remaining 1% made up of commercial loans. It’s time our name reflects this broader offering.”

Alongside the rebrand, Liberty highlighted continued investment in technology and operational efficiency, including the development of its Liberty Live deal management platform and plans to migrate to the Lendscape Asset Finance platform as it seeks to further enhance its digital capabilities and scalability.

Despite the new identity, Liberty stressed that its culture, leadership team and customer-focused approach remain unchanged. The business continues to operate as one of the UK’s first and only finance providers owned through an Employee Ownership Trust (EOT), giving employees a direct stake in the company’s future success.

Managing Director Allan Clegg said the ownership model had helped preserve the culture that has underpinned the company’s growth over the past 25 years.

“While many businesses in our sector are acquired by larger competitors or outside investors, our employee-owned structure allows us to preserve what we’ve built and continue driving the business forward,” he said.

“We’ve created a successful company with a unique culture, built on a passion for our customers and an exceptional team. It’s only fair that everyone shares in the current and future success of Liberty Finance.”

Liberty Finance plans to formally reintroduce itself to the industry at the NACFB Commercial Finance Expo on 10 June, where it will showcase its new brand and wider funding proposition.