James Cashmore
Commercial Director
As a co-founder of Reality Finance, James is the creative visionary behind our operation, with the energy and people skills that have helped define our raison d’être and fuel our mission. After starting out in banking, when he was fast-tracked onto Lloyds TSB’s management training programme, James moved into finance sales before working in IT finance, partnering with vendors to supply end-users with software funding.
Obsessive about customer service and with an unquenchable team ethic, James is responsible for steering our key vendor relationships, as well as sales in our direct business. He also works to develop our topline business strategy, bringing it to realisation alongside our other directors.
Ed Barnes
Head of Direct Sales
With over 15 years’ experience as an asset finance relationship manager for Lloyds Banking Group, Barclays and HBOS, Ed joined us in 2011, bringing tried-and-tested management, sales and account handling skills to our direct sales business. Resourceful and quick thinking, Ed works hand-in-hand with new clients to develop enduring strategic partnerships, while also providing solutions to our existing clients.
Neil Whitear
Partnership Director
With over two decades in the finance industry, Neil commenced his career at Dutch Bank ING and as of 2025 is celebrating his 21st year with Reality Finance.
As Partnership Director, Neil’s role is to develop and grow vendor partnerships, working as part of the management team to direct the long-term strategic vision through the Monthlii Partner Program which supports vendors in offering their customers a monthly payment option through the integration of Monthlii directly into their quotes.
Upholding the organisational values and principles that define Reality Finance over the years, Neil has built robust and enduring vendor relationships across diverse industry verticals, from multinational companies to local independent businesses.
Jason Turner
Business Development Manager
With over 30 years of experience in Finance and leasing, Jason has also run a successful IT business where over 90% of sales were Lease driven. Before starting at Reality Finance in 2016, Jason was Partner Sales Manager at Syscap.
Now at Reality, Jason specialises in helping on-premise and SaaS technology vendors win more sales, develop client retention, and reduce time to profit through tailored funding programmes.
Annie Plaskett
Marketing Director
Annie started working at Reality Finance in July 2017 and works alongside Ed Barnes and the rest of the team, focusing on customer service and communications.
Simon Humphreys
Business Development Manager
Simon joined Reality in 2014, starting in our Admin support team. Since moving over to our business development team in 2018 Simon has developed new and existing relationships with suppliers and customers alike.
Georgina Cooper
Office Manager
Georgina is our Office Manager and oversees the day-to-day running of the Sales Support team.
Working closely with the Sales Team and our key funders, ensuring your application goes through smoothly.
georgina@realityfinance.com
01483 413856
Richard McGrath
Business Development Manager
Richard is a Specialist Asset Finance Broker with over 20+ years of experience, 10+ with Reality Finance where he arranged/s finance for clients in acquiring plant, machinery, vehicles, IT hardware & software, fit-out finance, and premises renovation.
Richard now heads the Commercial Drone and Aviation vertical market specializing in funding for drones used in a wide range of industries and leads with a strong focus on building long-term relationships with clients and trusted supplier partners.
richard@realityfinance.com
01483 413866
07739 732898
