Freedom Finance rebrands as Aro

Freedom Finance, has announced it has unveiled a new visual identity, new website, and refreshed positioning with the business will now operate under the name Aro and Aro Mortgages.

Since its founding in 2007, Aro has undergone significant growth to establish itself as the UK’s largest lending marketplace and a leading second charge broker. In 2022, Pollen Street.

Emma Steeley, CEO at Aro said “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. 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.”

“In this new chapter, we will continue to empower our partners to be more entrepreneurial and innovative, by guiding the development of future products that suit the needs of their customers. This is just the next step on our exciting journey towards a future where financial empowerment knows no
bounds.”

“The evolution of Freedom Finance into Aro is a testament to our collective dedication to progression and innovation in the financial sector,” said 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.”