Propel Finance: Launching PropelPay

21st June 2026

Financial Marketing’s relationship with Propel Finance began with the award-winning rebrand from Henry Howard Finance. Following a brand embedding workshop and oversight of the corporate identity rollout, the relationship has evolved into an enduring strategic and content engagement.

Today, FM supports Propel across strategy, websites and landing pages, white papers, articles, advertising campaigns, video scripts and marketing collateral. The work spans communications for business customers, brokers, equipment vendors and strategic partners including Barclays, Santander, Apple and Azets.

That work has supported the most significant growth story in UK asset finance. Propel has become the UK’s fastest-growing asset finance lender, achieving 600% growth over five years. The business has lent more than £1.8 billion to over 70,000 UK SMEs. Propel Finance has also secured a landmark £2 billion of funding lines to sustain lending at the scale its partnership growth demands. PR Week also recognised Propel with its Global Award for Corporate Branding.

While Propel scaled rapidly, the wider B2B equipment finance market remained slow, fragmented and paper-heavy. Businesses purchasing technology still faced lengthy approval times and processes that fell far short of the consumer-grade experiences increasingly expected by SME buyers.

PropelPay was developed to address that gap directly. Purpose-built for the complexities of B2B multi-asset finance, the innovation became the UK’s first fully deployed point-of-sale digital asset finance solution for B2B technology purchases. The platform combines biometric ID verification, automated KYC and AML compliance, real-time credit decisioning and automated underwriting to deliver a complete end-to-end finance journey in under five minutes, embedded directly within the merchant checkout experience.

Financial Marketing supported the launch through strategy, positioning and content development. Desk research mapped the nascent sector and helped position PropelPay within a rapidly expanding $1.16 trillion embedded finance market. Messaging frameworks translated a technically sophisticated platform into clear, commercially grounded communications for merchants, SME customers, channel partners and the wider financial and technology press.

The programme expanded further in 2026 through two landmark partnerships. Santander Corporate and Commercial Banking selected Propel as its asset finance partner. Propel has also become the first UK asset finance lender to offer in-app asset finance through a neo-bank, to be announced shortly.

In early 2026, Propel completed its debut public securitisation: a £306 million issue rated AAA by S&P Global and Fitch. The transaction attracted 17 global investors and closed more than 2.7x oversubscribed despite wider market volatility.

Financial Marketing developed The Embedded Finance Revolution white paper to support Propel’s thought leadership positioning. The agency also scripted video content, and created bespoke collateral for leading merchant partners.

That Propel was chosen by Apple as its UK B2B embedded finance partner, a distinction no other independent UK asset finance lender has achieved, speaks directly to the maturity of its technology, the rigour of its compliance architecture and its capacity to deliver.

From there, PropelPay has continued to expand rapidly, embedding itself into the ecosystems where UK businesses buy and finance technology. Financial Marketing continues to support Propel across all channels, shaping the strategy, narrative and communications that underpin its continued expansion and next phase of growth.

Julie Warren, Marketing and Partnerships Director of Propel Finance plc, said: “Our relationship with Financial Marketing is key to the success of the wider marketing strategy and the technical implications that support it. Rather than operating as a traditional agency, FM feels like a natural extension of our own marketing team. The interaction is regular, transparent and fully aligned with our objectives, consistently delivering value across the whole business. They combine strategic thinking with outstanding execution, bringing clarity, insight and challenge where needed, while always remaining approachable and easy to work with. Financial Marketing is a valued and integrated partner to Propel, delivering first-class results every time.”

Supporting the stories that matter in financial services

Financial Marketing works with lenders, fintechs and financial brands on the strategy, content and communications that drive growth. If you’re preparing a brand or product launch, or looking to sharpen positioning and content, we’d be pleased to talk about how we can help.