Emma Steeley, Chief Executive Officer, Aro

Aro claims to be the UK’s largest digital lending platform. Previously known as Freedom Finance, it rebranded as Aro in September 2023, with the company saying at the time that the rebrand signifies ‘a departure from the outdated credit scoring systems of pre-approvals and unattainable offers’. While lending in the UK, as with other developed markets, works and works well for most consumers, there is still a significant part of the population not being served to their best advantage. Robin Amlôt of IBS Intelligence discusses the issues and potential solutions with Emma Steeley, Chief Executive Officer of Aro.