Freedom Finance rebrands to Aro

Ellie Duncan,
22 Sep 2023

UK-based consumer lending marketplace Freedom Finance has rebranded to Aro and Aro Mortgages, with a new visual identity and website.

The company said the rebrand signifies “a departure from the outdated credit scoring systems of pre-approvals and unattainable offers”, with the new brand “rooted in Aro’s fundamentally forward-thinking approach to the borrower market”.

Aro’s Emma Steeley

“Aro is more than just a name; we’re reinforcing our commitment to redefine borrowing for the better with a new brand that underlines our forward-looking vision for the industry,” said Emma Steeley, chief executive officer of Aro.

“The industry’s current focus on price and products simply isn’t catered to answer everyone’s needs. We are championing a change that defies industry conventions and transforms the world of borrowing.”

Last year, Pollen Street Capital completed a new investment in Aro, to fund the development of its embedded marketplace offering.

“The evolution of Freedom Finance into Aro is a testament to our collective dedication to progression and innovation in the financial sector,” added David Dawson, partner at Pollen Street Capital.

“We are excited to be part of this journey, and we remain steadfast in our mission to empower Aro with the resources and expertise needed to become a next generation leader in financial services.”

Earlier this year, Aro appointed Richard Sharp as managing director of its mortgages business.

Aro has partnerships with more than 100 lenders, including Santander, Zopa, Lendable and Shawbrook.

Among its embedded finance partners are UK-based brands such as Argos, Asda Money, BNP Paribas and Sainsbury’s.

Read our Q&As with Aro’s chief executive officer Emma Steeley and director of risk and compliance, Nicola Matthias.