Gofor rebrands as part of growth drive

February 21, 2023

An important step in the Gofor journey, supporting our innovation and evolution plans

Gofor rebrands as part of growth drive

Today marks an important change for our business as Gofor Finance becomes simply Gofor.

We've decided to drop ‘finance’ from our name to better reflect the pro-active, end-to-end fleet management service that we provide.

The name change is part of an overall rebrand launched on 1st February, including the brand new Gofor website. Recently appointed Head of Marketing, Gordon Ross, commented:

‘I’m delighted to launch the new look Gofor. We work as a true fleet partner with our customers, we’re more than a finance provider, and we needed the brand to demonstrate that. The new brand is simpler, and the visuals are stronger and clearer. We’ve designed the new website to better integrate with our CRM which creates an improved customer experience and gives us a platform for growth.’

The Gofor business is currently working on a digital transformation project to support our expansion plans. The project is focused on making the most of our customer, sales and marketing systems including the Fleet Procure vehicle procurement platform.

The goal is to create an optimal customer journey by combining best-in class automation with the personal customer success excellence that our business is built on.

Here's Graham Lesslie, our MD, explaining more:

‘Gofor is big enough to negotiate great customer deals but personal enough to care. We’re further investing in our brand, technology and people to give us the best foundations to support our future growth plans. Our aim is to provide the best possible customer experience in our segment.’

In announcing our rebrand to Gofor we are better positioned to deliver projects and propositions that go beyond delivering our well-established proactive fleet management support. For example, we see electrification as a key area of growth, with a number of projects similar to our work with Mowi already in the pipeline.

Furthermore, we are working closely with customers on salary sacrifice schemes to support their Environmental, Social and Governance (ESG) agenda, recently showcasing our salary sacrifice offering at the London EV show and on-boarding Penderyn Distillery onto the scheme.

The re-brand to Gofor is another exciting step as we focus on our future expansion and innovation. The appointment of Gordon Ross is one of four new hires already this year, with more planned. If you are interested in a career at Gofor then check out our careers section for our latest roles or to simply submit a CV.

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