Jon established Reality Finance in 2000 with co-founder James Cashmore and has been a tour-de-force for the business ever since. With over 30 years’ banking and asset finance experience after careers at Barclays, Bank of Scotland and in independent IT broking, he brings telling focus and unrivalled expertise to our offering.
Responsible for steering our relationships with our panel of funders, Jon also manages our sales support teams and is pivotal in implementing our strategic policy. He also works closely with James and middle management to ensure the wellbeing of the business from a financial and operational perspective, helping to strengthen our position as a best-of-breed asset finance specialist.
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.
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.
With a background in senior administrative roles, Lizzy joined Reality Finance over ten years ago, bringing with her a pragmatic talent for office management, organisation and client engagement. One of life’s natural-born plate-spinners, Lizzy is responsible for all manner of energy-sapping tasks, from managing our directors’ administrative workload, to day-to-day client liaison and the overseeing of our London and Leeds offices. Known in our team as the ‘floorwalker’, Lizzy is one of those behind-the-scenes miracle-workers every business needs not just to get by, but to flourish.