Ylva is COO and co-founder of Simply Asset Finance, a start-up finance company targeting the UK SME sector. With backing by Cabot Square Capital and funding from several major financial institutions, the business grew to 80+ staff and £150m+ lending in the first 24 months of trading. Passionate about innovation, Ylva has brought together talent with technology to deliver a whole new customer experience in business lending.

Ylva is a lawyer by trade with over 15 years’ experience in the Financial Services sector, of which nine years was at De Lage Landen International in various roles across Europe and Asia Pacific, and more recently COO at Close Brothers Asset Finance managing operations and IT with staff of over 200 across 11 businesses.

Ylva is also leading the working group for the Leasing Foundation’s Innovation Initiative, a network for forward-thinking companies in the business finance space who are embracing or wanting to find out about new technologies to improve their customers’ journeys.