About Reality Finance

At Reality Finance, we’re more than just a finance company – we’re your trusted partner, ready to help you grow, build, and change the way your business thrives. We know that navigating the world of finance can feel overwhelming, but with us, it doesn’t have to be.

We believe in making business finance simple and approachable. We’ve built our company on trust, transparency, and genuine relationships. From the moment you connect with us, we welcome you with open arms. You’ll feel like you’re speaking with an old friend – someone who listens, understands, and is ready to support you at every step of the way.

Who We Are

We are driven by innovation, always seeking fresh ways to help businesses succeed. But at our core, we’re dependable – a company that’s with you through thick and thin. Whether you're looking to streamline your cash flow or grow your business with new equipment, we’re here to offer expert advice and tailored solutions.

Our commitment to clarity means we avoid jargon, cut through complexity, and communicate with transparency. You’ll always know exactly what to expect from us, no surprises. We make sure everything is straightforward, because your trust is something we take seriously.

What We Stand For

• Approachable: You’ll find us easy to talk to, whether you have a simple question or a more complex query. No question is too small, and no challenge is too big.
• Innovative: We’re always looking for new ways to help businesses grow. We never settle for the status quo – we embrace change and inspire action.
• Trustworthy: We don’t just make promises – we keep them. When we say we’ll deliver, we mean it. You can rely on us to be there when you need us, and to offer honest, clear guidance.
• Transparent: Our process is open and straightforward. From response times to product delivery, we’re upfront about what you can expect. You’ll always know where you stand with us.
• Dependable: We don’t just work with you – we stand by you. We give our all in everything we do, and we’re passionate about seeing your business succeed.

Our Passion

We love what we do, and we do it with all we’ve got. That passion drives us to find creative, effective finance solutions that help our clients not just survive, but thrive. With every conversation, every piece of advice, and every solution, we’re working to make sure you feel confident, supported, and empowered.

At Reality Finance, it’s all about you – your business, your goals, and your success.

Where We Came From

In September 2000, James Cashmore and Jon Leslie had a vision to provide a better service to their customers and have the freedom to make a positive impact in the SME funding market.  It's 23 years later and they achieved exactly what they set out to do.   But it didn't come easy.   Read our full blog piece here.

Since our founding in 2000, we’ve built our business by partnering with IT vendors to provide their customers with flexible asset finance.

In the last few years, we’ve moved into new territories without letting go of our specialist IT finance capability. So now, as well as providing funding for IT, we’re also a trusted finance provider for a wide range of other assets.

We’re proud to help diverse organizations — from start-ups, SMEs and corporates to public sector agencies in almost every sector — obtain funding for everything from office equipment and refurbishments to machinery, vehicles, and more.

Today, our direct offerings are the fastest-growing part of our business: a sure sign that we’re meeting a real need and doing right by those we serve.

How Does our Business Finance Work?

At Reality Finance, we work suppliers of all shapes and sizes.  We usually work with a Client when they have obtained a quote from a supplier and wish to pay it in monthly installments.   Not all suppliers offer a monthly payment option, or if they do it will not always be at a competitive rate.    We will take your quote or "shopping list" from your supplier, approach our panel of funders and search for the cheapest repayment terms for you.

Reality Finance is one of the UK’s leading independent asset finance companies. We’re committed to delivering just the right mix of personal service and fresh thinking that will help make your business life simpler and your goals easier to reach.   While all our specialists have cut their teeth in banking, and many have underwriting experience too, we’re keen to cut through some of the formalities of traditional banking.

We work one-to-one with our customers, taking a refreshingly consultative and responsive approach. Whatever kind of asset you’re looking to fund, we’ll listen to your goals and aim to provide a solution that’s right for your organization in every way, from your budget to your wider financial plans.

The right partner, the right solutions

Whilst we’re passionate about developing excellent working relationships, we never forget our main goal — to secure the best asset finance deal for your needs, smoothly, swiftly, and professionally.

To do this, we utilize our status as principal lender together with a network of major banks, large credit houses, peer to peer platforms, and private backers. This extensive credit bandwidth gives us real flexibility to target and negotiate the very best terms on each deal. As a result, we’re proud to get a ‘yes’ on over 90% of the asset finance requests that come to us.

Working with you

We do it all through a dedicated account manager: giving you a single, familiar point of contact from the moment you first call us, to right through your contract term and beyond. And we do it all in a spirit of true collaboration, thinking and acting like your business partner, rather than just a supplier.