Biographical Information
Steve Swift is CEO of STAR Asset Finance Group, bringing more than 30 years' experience in asset finance. Founder of Kennet Equipment Leasing, he specialises in supporting UK SMEs through flexible funding solutions, strategic growth and relationship-led finance, with a strong focus on building long-term partnerships and delivering reliable customer outcomes
A new generation of entrepreneurs is transforming how Britain does business, and how it’s financed.
The British Business Bank’s Start Up Loans programme, which has now provided £150 million to help unemployed people start their own businesses, highlights a growing appetite for entrepreneurship among young people. Many of these new founders are part of Gen Z, choosing to build their own ventures rather than follow traditional career paths.
But while government support is helping new businesses get off the ground, Gen Z founders are demanding more from the finance industry with faster, more flexible, and tech-driven funding that fits their digital-first mindset.
According to Steve Swift, CEO of STAR Asset Finance, “Gen Z entrepreneurs are completely redefining what it means to run a business. They’re ambitious, highly digital, and financially savvy, but they want finance partners who can keep up. Traditional banking models can feel slow and rigid, so many start-ups are looking to alternative finance providers who offer flexibility, transparency, and speed.”
Recent data from Companies House shows that start-up creation among under-30s has risen sharply, with digital-first and sustainability-led ventures dominating new registrations. For this generation, funding is not about survival, it’s a strategy for growth.
As Steve adds, “For many start-ups, finance isn’t about survival, it’s about opportunity. Gen Z founders are using asset finance to invest in technology, build teams, and future-proof their business models. They want solutions that work with their growth, not against it.”
This shift is reshaping the finance landscape. Gen Z founders expect lenders to match their pace and their values, combining innovation with purpose. To meet these expectations, companies like ours are investing in digital transformation to deliver faster, more seamless funding while maintaining trusted, human expertise.
As Gen Z continues to drive the UK’s start-up culture, one thing is clear: the future of business finance will be defined not by institutions, but by innovation.
Together, we’re doing more for business
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