afforditNOW is disrupting the lending industry, making credit available to more people. We are committed to creating a fairer lending landscape for our retail partners and their customers.
RETAILERS
Simple and seamless integration of innovative finance solutions, to increase revenue, conversion and loyalty.
CONSUMERS
We provide lending that is quick, simple and free of gimmicks. Set up finance in minutes, with manageable payments over the timeframe you choose.
MISSION
Our mission is to listen. Our goal is to revolutionise finance, providing the most flexible and fair lending products on earth
VISION
To be a global leader in lending innovation – changing lives using smart technology – making finance possible and affordable for everyone
VALUES
Listen | Consider all views |
Integrity | Do the right thing |
Fair | Consider the impact on people, and be kind |
Execute | Keep it simple, think forward, and deliver the outstanding together |
THE TEAM
We believe that people come first. Our tightly-knit team collaborates closely and challenges each other to make finance fairer for all.

ANDY MOORE
Andy is leading afforditNOW to recreate consumer lending in the UK for the better.
He brings over 20 years’ experience in high-growth technology-oriented enterprises. A Silicon Valley veteran of 8 start-ups and serial entrepreneur, Andy excels at turning vision into reality and positioning disruptive business models for scale.

SEAN WATHERSTON
Sean has over 15 years’ experience in banking and financial services and over five years in online consumer facing businesses.
Sean has a track record in supporting the development of high growth, entrepreneurial businesses through raising capital and developing management reporting systems. He qualified as a Chartered Accountant with Ernst & Young.

JULIE SANDS
Julie has over 20 years’ experience working as a Sales Director in the payments, risk, age and identity and finance markets for companies including DataCash, 192business.com and a consumer finance broker.
Julie has an extensive track record of building and running successful new business development, account and channel manager teams, across multiple locations and markets.

SIMON DAWSON
Simon has over 18 years IT experience working for brands such as IBM, Ford, Jaguar and Moneysupermarket.com.
He has a track record of building high performing teams that design and deliver innovative products for customers through lean processes and methodologies that empower teams to deliver to markets quicker.

LEE WOODHAM
Lee is an experienced senior operational manager within the Finance industry with over 20 years’ experience gained in companies including Speedycash, West Bromwich Building Society and Lloyds Banking group.
He is experienced in leading all aspects of successful operational management of corporate and customer objectives.
PRESS ROOM
Read the latest announcements from afforditNOW