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Midlands Asset Finance rebrands amid expansion plans

Financial services broker Midlands Asset Finance (MAF) has revealed its rebrand to MAF Finance Group amid expansion plans.

Midlands Asset Finance was created in 2010 by ex-RBS and Lombard directors, Dave and Sue Chapman

The rebrand follows the launch of a group of specialist divisions across the business over the last four years, including MAF Vehicle Management and Leasing, and reflects its growth from a local and regionalised broker to a larger, national business with wider specialist divisions across the UK.

While the specialist car and van leasing division will continue to trade as MAF Leasing, all other divisions will be brought under the MAF Finance Group name.

Created in 2010 by ex-RBS and Lombard directors, Dave and Sue Chapman, the broker now employs over 40 people and arranged over £43m of CBILS funding for 124 different businesses during the pandemic in 2020.

Managing director Sue Chapman said: “We still have much to do and our expansion plans will help many businesses across the whole of the UK stay ahead or at least keep their head above water. Being able to raise cash and restructure existing borrowings will be integral to how we operate in the coming months covering the whole of the UK.”

Director of marketing Matt Hayes added: “The rebrand is a statement of intent and is a big milestone for the business.

“As we have continued to grow over the last few years, we knew that the brand would need to develop alongside it.

“We didn’t want to lose the Midlands Asset Finance heritage, so there are homages throughout the branding.

“The new look reflects a business that continues to move with the times, with a new identity that sets MAF apart in the industry.”

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Natalie Middleton

Natalie has worked as a fleet journalist for 16 years, previously as assistant editor on the former Company Car magazine before joining Fleet World in 2006. Prior to this, she worked on a range of B2B titles, including Insurance Age and Insurance Day. As Business Editor, Natalie ensures the group websites and newsletters are updated with the latest news.

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