Asif joined Everyday Loans as Chief Transformation Officer in 2023. Prior to this he worked at Loans at Home for 6 years in a variety of roles, the last of which was as Central Operations Director. Previously to this he worked for Provident Financial for 13 years. He is a qualified accountant, but has worked across a variety of roles in finance, credit and analytics, change management and IT. Asif has a passion for people, data and technology and his role will focus on developing and driving initiatives that help growth, as well as improve operational efficiency, effectiveness and competitiveness.