Professional Experience
20+ years in financial services, specialising in embedded finance, consumer credit platforms, and business transformation.
Connect on LinkedInApril 2022 - Present
Shermin Finance Ltd
HomeServe Consumer Finance (Brookfield)
Chief Strategy Officer / Chief Technology Officer
Product Owner for Stax, a proprietary loan origination platform connecting UK lenders with 250+ home improvement and renewables retailers. Lead technology strategy, platform development, and operational transformation across the business.
- Delivered Stax platform achieving GBP 400M in loan originations in first 12 months
- Developed waterfall decisioning model, increasing approval rates by 15%
- Co-own business plan, KPI tracking, and data-driven growth initiatives
- Direct cross-functional teams across technology, operations, and product development
May 2020 - April 2022
Shermin Finance Ltd
HomeServe Consumer Finance (Brookfield)
Chief Strategy Officer / Chief Operating Officer
Led stabilisation, optimisation, and transformation to position the company for acquisition by HomeServe (Brookfield).
- Positioned company for successful acquisition; served as key liaison during integration
- Led company rebrand and developed long-term strategic roadmap
- Built custom CRM and automated retailer training platform
- Optimised operational workflows, reducing costs and increasing profitability
March 2019 - May 2020
Vendigo Finance Ltd
VC-Backed Fintech Startup
Director of Product & Sales
Founding team member. Defined product strategy, built sales function, and secured lending partnerships.
- Scaled B2B2C fintech startup to GBP 15M ARR within 12 months
- Defined initial product offering aligned with regulatory standards
- Built and managed high-performing sales team; exceeded KPIs consistently
- Secured strategic lending partnerships expanding market reach
November 2018 - March 2019
First Home Improvements
Head of Retail Finance (Interim)
Managed GBP 30M+ annual finance applications representing 65% of company turnover. Directly managed 4 Regional and 26 Branch Managers, ensuring FCA compliance and enhancing lender relationships.
March 2015 - November 2018
Consumer Credit Solutions
National Business Development Manager
Achieved 300% growth in credit volume through strategic consumer credit initiatives. Established reputation as industry expert in consumer credit regulation and strategy, building an enterprise retail partner network.
September 2009 - March 2015
Barclays PLC
Senior Wealth Manager
Managed 400+ high-net-worth client relationships. Grew credit balances by GBP 150M and debt balances by GBP 90M. Implemented mortgage training strategy achieving 90% increase in referrals.
2003 - 2009
Earlier Career
Business Development & Strategy
Bridgebank Capital Ltd - Head of Business Development & Strategy (2006–2009): Built loan book from GBP 0 to GBP 250M in three years. Catalyst Securities - Business Development & Strategy (2003–2006): Expanded introducer network to 3,000+ partners, grew loan book to GBP 156M.