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Our Story

Firenze emerged from a collective passion for expanding the reach of financial services.

Our vision stems from the recognition that investment-backed lending, traditionally exclusive to the affluent, can and should be extended to a wider audience. We firmly believe that leveraging both sides of a personal balance sheet is pivotal to the creation and preservation of wealth. Furthermore, we acknowledge that flexible credit plays a crucial role in either perpetuating or mitigating wealth inequality.

Whilst we currently focus on broadening access to mass affluent clients, our vision is to truly democratise Lombard lending and make it available as a potential credit option for all.

The founding team brought together a range of experience to make this vision a reality.

Our Values


We are ambitious – we want to be number one in the markets we choose to compete in.


We obsess over client value & customer outcomes  


We are curious – we always want to understand the “why” and expect & respect challenge & debate 


We are logistics orientated. We believe that investing in the “how” is key to execution and success 


We believe in aligned incentives for all employees, performance based pay driving above market OTEs 


We foster a supportive culture, striving for benefits in excess of industry norms on aspects like wellbeing/maternity & paternity pay/ leave entitlement


We believe in stakeholder ownership – not just employee options but trusts created for benefits of employees, customers & the communities we work in should be aligned shareholders in the business 


We care about people & planet. We will aim for net zero & actively support our employees communities 


We value real world relationships. We thrive off learning together, winning together & shared experiences 


We are focused. We will do fewer things, well & won’t expand the product set until we are absolutely ready 

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