UK SME asset finance provider STAR Asset Finance Ltd (“SAFL”) is delighted to announce the appointment of Jim Higginbotham in the role of Deputy Group Chief Executive. Jim joins SAFL at a pivotal time as the industry positions itself to support SMEs to thrive in the post COVID world. SAFL has weathered the recent market challenges extremely well and is looking to the future with ambition and confidence. A highly experienced leader, Jim has over 30 years of experience in the finance industry having held senior/exec roles in Barclays, GE and Lombard amongst others. On his new role, Jim commented, “It’s a real privilege to have been asked to join SAFL at such an important juncture in their growth story. I already know we have a great business model, a valuable dealer/customer base, loyal and supportive funding partners, and a passionate team. My job now is to position us for the future by embracing innovation, leveraging the strengths of the whole group and ensuring that we serve our customers in the manner and through the channels they demand”. SAFL CEO Steve Swift added “I am very much looking forward to working with Jim, as he brings with him a wealth of experience that will be invaluable to the group as we move on from the impact COVID has had on our sector”.


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