Ylva is COO and co-founder of Simply Asset Finance, a 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 and has now surpassed £1billion lending. 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 close to 20 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.

Ylva is also a member of the Leasing Foundation board and leads the 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.