New brand identity for Credo

Building on more than two decades as one of the most successful and trusted financial services providers in the region, Credo Asset Finance has unveiled a new brand identity, which puts front and centre the company’s pride in being part of STAR Asset Finance Group.

Published in Suffolk Director Magazine Autumn|Winter 2022

New brand identity for Credo 1

Asset Finance: Credo

The group-wide rebrand signals the start of a new era. It reflects a closer alignment of the group’s businesses and new specialist divisions, as a family of experts that are ready to serve UK SMEs better than ever. It also promotes how the full strengths of the group can be accessed by all its local customers, demonstrating the individual businesses truly are stronger together.

In a challenging time for many small businesses, STAR Asset Finance Group, which as well as Credo, includes First Capital Finance, Kennett and Ignition, is confident it is building a group that serves their financing needs better than many other independent asset finance providers. And with a bold ambition to be the most recommended asset finance provider in the UK, the Group believes it can achieve this by offering more to customers, without taking away what they have come to expect, great personal and local service.

Stronger together

This re-brand across all the group businesses, is inspired by the new leadership team of Jim Higginbotham (CEO) and Paul Slapa (Commercial Director). It reflects a closer alignment and even greater collaboration within the group, with more shared resources, expertise and investment in improved backroom systems.

New specialist divisions have also been created: STAR Stocking and STAR Professions, which are backed up by expert hires, and a new STAR Loans, a product which provides unsecured ‘own-book’ lending with greater decision, speed and flexibility.

National business benefits with a local touch

The result is a nationwide group able to offer more financial options, more choice, more flexibility and more value to their customers. And because they still operate through local businesses, they are able to retain the local touch and understanding that their customers expect and value so much.

A model that’s working for UK SMEs

This year, the group will exceed the landmark of supporting over 100,000 UK SMEs through £1.5 billion of funding since the group formed in 2015. Its 2022 funding growth is already currently double the market rate.

“The STAR Asset Finance Group has always been a great collection of local businesses, but this latest brand refresh signals the start of a new era, where the full strengths of the group can be accessed by all our local customers, demonstrating we truly are stronger together. I’m really excited about driving the STAR Asset Finance Group forward into its next chapter of growth. We have a great team, fantastic customers and a world of opportunity.
Jim Higginbotham, CEO, STAR Asset Finance Group

New brand identity for Credo 5

Credo Asset Finance has offices in both Ipswich and Norwich.
To find out more contact Fran Brown on
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