Edinburgh-based Gofor Finance has rebranded as Gofor to better reflect its end-to-end fleet management service.

Gofor said the name change better reflects its end-to-end fleet management service

The name change is part of an overall rebrand that also includes a brand-new website, supporting its expansion and innovation plans.

Gordon Ross, who joined in January as head of marketing, commented: “I’m delighted to launch the new-look Gofor. We work as a true fleet partner with our customers, we’re more than a finance provider, and we needed the brand to demonstrate that.

“The new brand is simpler, and the visuals are stronger and clearer. We’ve designed the new website to better integrate with our CRM which creates an improved customer experience and gives us a platform for growth.”

The business is also working on a digital transformation project, which will maximise Gofor’s automated systems, including the Fleet Procure vehicle procurement platform. The goal is to create an optimal customer journey by combining best-in class automation with the business ethos for personal customer success excellence.

Electrification is also a key area of growth and Gofor is working closely with its customers on salary sacrifice schemes to support the Environmental, Social and Governance (ESG) agenda.

Gofor will also further expand its team to enable its growth drive. The appointment of Gordon Ross is one of four new hires already this year, with more planned.

Graham Lesslie, managing director, commented: “Gofor is big enough to negotiate great customer deals but personal enough to care. We’re further investing in our brand, technology and people to give us the best foundations to support our future growth plans. Our aim is to be number one for customer service in our segment.”