About us | Forward Advances

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Value driven, customer obsessed.

We started Forward Advances because we believe that financing for digital SMEs simply doesn’t work as well as it should - and that means that many great businesses don’t reach their potential.
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Our values aren’t just flashy slogans. They’re core beliefs that mean we prioritise our customers and partners first to build great long-term relationships founded on shared success, fairness and trust.

We do what’s right.

Sometimes it’s hard to do the right thing. At Advances we’re selective on who we fund. It means that when we’re in, we’re really in: ready to answer your call, tailor an offer to suit and to help you grow. It’s a guiding principle that makes us the most human finance provider out there.

We’re human.

On the topic of being human, we believe that financing shouldn’t just be run by tech platforms and algorithms, because that’s not how your business runs either. It means every Advance we offer has been discussed by our team. That our offers are built around you. And our team is on hand to help where we can. We see long-lasting relationships rather than lock-ins as the best way to grow.

We’re in your corner.

We've built our business to help you succeed. Whether you’re seizing an opportunity, supplying demand or looking for your next growth channel. Our team - and Forward’s not-for-profit startup studio are here to offer you more than money.

Meet the team

Tom Lovelace

Head of Partnerships

Tom Lovelace

Head of Partnerships

Tom began his career in Corporate Finance at Deloitte before moving into the tech sector. He worked in Business Development at Mimecast and Leverton AI, after which he completed his MBA at Cambridge University. Tom is a big Brighton & Hove Albion fan and usually spends his weekends disappointed at the Amex stadium or running down the Thames Path.

Maddie Pogson

Growth Manager

Maddie Pogson

Growth Manager

Maddie studied Biomedical Sciences at University of Edinburgh. Driven by her passion for nutrition and sustainability, she furthered her career at a number of early stage, high growth plant-based food startups. With a desire to form her own entrepreneurial path, Maddie just graduated NEF+, a program to develop entrepreneurial skills by the Centre for Entrepreneurs.

Joe Foster

Credit Risk Analyst

Joe Foster

Credit Risk Analyst

Joe joined us from Credit Portfolio Management at Barclays, where he focused on the pricing and structuring of debt facilities across the Retail, Tech & Media, and Real Estate sectors. Joe is passionate about the mental health of young people, and a trustee of The Wolfpack Project, a charity dedicated to reducing loneliness and social isolation amongst young adults.

Jamie

Sales Development Representative

Jamie

Sales Development Representative

Before joining Forward Advances, Jamie spent time in Iraq with the United Nations before moving to London to work at Private Equity International specialising in EMEA and APAC fund managers. When Jamie isn't out looking for the UK's next best start-up, you will often find Jamie nestled in the corner of a pub wearing his Irish rugby jersey.

Hasam Silva

Managing Director

Hasam Silva

Managing Director

Hasam spent 4 years in the British Army before progressing through the ranks at Bank of America and PayPal, alongside founding 2 startups. Hasam is passionate about re-imagining business lending for entrepreneurs, and is using his expertise to improve the offerings for founders. Hasam recently rekindled his youth by doing his motorbike exam!

Brendon Ferreira

Chief Operations Officer

Brendon Ferreira

Chief Operations Officer

Brendon started his career in banking at Credit Suisse and the National Australia Bank before completing his MBA at the University of Oxford. Brendon joins us from Nautica Capital, a pan-European VC focussed on Series A investments in B2B software. Brendon has lived across three continents and his accent is more confused than his story about where he is from.

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