Meet the Reality Finance Team

James Cashmore

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.

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Ed Barnes

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.

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Neil Whitear

Neil Whitear

Sales Manager

With over two decades in the finance industry, Neil commenced his career at Dutch Bank ING and as of 2024, celebrating his 19th year with Reality Finance.

In his role as Sales Manager, he directs a versatile team of brokers in cultivating and sustaining relationships with vendors and customers, whilst upholding the organisational values and principles that define Reality Finance. Over the years, Neil has built robust and enduring relationships across diverse industry verticals, from multinational companies to local independent businesses.

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Jason Turner

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.

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Annie Plaskett

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.

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Simon Humphreys

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.

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Luka Deverill

Luka Deverill

Sales Support

Luka joined Reality in 2014 and has since supported our Sales team and our customers by taking paperwork off their hands.

Luka is here to ensure your finance arrangement with us goes smoothly by liaising with funders and suppliers.

luka@realityfinance.com

01483 413858

Georgina Cooper

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

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

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