AFS is proud to mark International Women’s Day by recognising the women whose work, leadership and achievements continue to strengthen both our organisation and the wider asset finance industry. International Women’s Day is an important reminder of the need for equality, representation and opportunity across sectors. In asset finance, where women have historically been underrepresented, progress is vital for building a more resilient and inclusive industry.
Recognising Leadership Within AFS
So far this year, AFS is pleased to announce two significant internal promotions that reflect continued progress and the impact of female leadership across the Group:
Claire Carter has been appointed Group Marketing Director.
Claire’s strategic approach and commitment to strengthening the AFS brand have played a central role in supporting the growth seen across our network. With the help of the Marketing Team under Claire’s leadership, the Marketing Services offering launched to give brokers direct access to structured marketing support aligned with their business objectives. This has helped brokers enhance their visibility, improve their digital presence, and promote their businesses more confidently in a competitive market.
Alongside this, Claire and the marketing team have been instrumental in organising and elevating events across the Group, from large‑scale training sessions and broker networking events to internal celebrations and staff engagement activities. This increased level of planning, professionalism and consistency has strengthened relationships with our AR’s and helped create a more unified and supportive culture across the organisation.
Shamila Khan has been promoted to Systems Director.
Shamila’s leadership in developing and improving our broker portal system has been vital in ensuring that our network has the tools and infrastructure needed to grow and serve customers effectively. Over the past year, she has recruited and built a dedicated team of developers and support desk specialists, working closely with brokers to identify real‑world challenges and deliver system enhancements that improve speed, usability and workflow. Her focus on continuous improvement has made the portal more intuitive and more capable of supporting the day‑to‑day demands of a busy brokerage.
These milestones highlight the importance of representation at senior level and demonstrate the value that diverse leadership brings to our business.
Celebrating the Strength of Females Across the AFS Broker Network
Across the AFS Network, we continue to see outstanding growth from women entering the asset finance industry and building strong, successful brokerage businesses. Their achievements highlight not only their personal drive and expertise, but also the value of a network that gives them room to develop, collaborate and thrive.
This year, we are proud to recognise the success of female‑led brokerages across our network. Skylark Business Finance Group, founded by Katie and Sarah Davies‑Milnes recently celebrated their first full year of trading. Their progress reflects the impact that ambitious, entrepreneurial women are making across the sector.
We are also pleased to welcome several new female Appointed Representatives who joined the network throughout March and the wider year like Gulshan Khan of Vernova Finance Ltd who strengthen our growing community of women choosing careers in asset finance.
Together, these women represent the continued rise of female brokers across the AFS Network shaping the industry, supporting clients nationwide and driving positive change for the future of asset finance.
Highlighting Industry Achievement: Lucy Ford’s 30 Under 30 Award
AFS also recognises the achievements of women making an impact across the broader asset finance sector. Lucy Ford’s success at the 30 Under 30 Awards is a standout example of the next generation of female talent helping shape the industry’s future. Her recognition reflects the ambition, professionalism and capability that young women are bringing into financial services. To view the full press, click here.
Commitment to Progress
AFS remains committed to creating opportunities for women to thrive at every level of the organisation and to supporting a network where talent and ambition are recognised and encouraged.
If you have what it takes to lead your own business and set up your own finance brokerage, contact us today on 01254 958777 or submit a form on our website and our team will be in touch.
