Asset Advantage Limited

Asset Advantage is an independent, privately owned, asset finance business.

We specialise in providing lease based funding across a wide range of equipment for small and medium sized businesses throughout the UK.

With a track record and reputation to match, our highly experienced team delivers millions of pounds of business friendly finance products to our customers.

A proven history in financing assets

1995 As part of the Brook Henderson Group we commenced trading in the asset finance sector.

2010 De-merged from the Brook Henderson Group and now privately owned.


Management Team


Jonathan Eddy, Managing Director

Jonathan graduated from University of Westminster with a 1st in BA (Hons) Business Studies. He initially worked for Standard Chartered Bank before moving into the leasing industry at Capital Charter (part of Bank of Scotland). Jonathan then moved to KBC Lease prior to joining Asset Advantage. He became Managing Director in 2002.

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Philip Knight, Credit & Risk Director

Philip graduated from University College of North Wales with a 2:1 BSc. (Hons). He began his career at Lloyds Corporate Banking, before moving to the Group Credit department at Lloyds Bank Head Office Risk Management. Following roles in Credit and Risk at Lloyds Bowmaker, De Lage Landen and BNP Paribas, Philip joined Asset Advantage in 2007.

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Alastair Ramsay, Finance Director

Alastair graduated from University of London with a BSc. (Hons) in Mathematics and is an ACCA qualified accountant. He has over 20 years of experience of the financial services industry, most recently as Finance Director of Japaninvest Group plc.

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Professional, efficient and practical.  Extremely good people to do business with.

professional, efficient and practical. Extremely good people to do business with.

Asset Advantage News

Asset Advantage in Pole Position
for the 2016 Carrera Cup 


Our race team has had a good start to the season.
Please visit our Latest News section below for more information.

Asset Finance

Our asset finance products facilitate the acquisition of a wide variety of business critical assets for commercial entities throughout the UK.

Rental payments are typically made monthly, over a period of between three and five years, enabling businesses to match costs to the income that the asset generates and its depreciation profile.

What makes 'Efficient Finance'?

  • Established business model.
  • An obsessive attention to detail.
  • Customer focused approach to transactions.
  • Rapid, commercial and consistent credit underwriting decisions by an experienced team which understands how businesses work.
  • Strong inter-departmental communications culture.
  • Industry standard documentation.
  • Highly experienced and well resourced administration team, supported by a sophisticated systems infrastructure.


A strong combination of commercial nouse and common sense


We provide business critical asset finance to a wide range of businesses, from sole traders to publicly quoted companies. 

Customers we are pleased to have supported include:

Day Out With The KidsWorth ResearchCaffe FratelliDW SportsEEGGlasgow Caledonian UniversityThe GymNorthwood UKSceptre LeisureServiced Office GroupSkin OasisErith


How do I get details of approved intermediaries?

Please contact our Customer Services Team by email or on 01256 316 200 with details of the equipment you are looking to finance and your location. We can then provide you with details of the most appropriate approved intermediary.

I am an intermediary. How can I work with Asset Advantage?

We are always looking out for like minded, hard working, intermediaries who want to work with us on providing finance solutions for their customers. We currently finance deals up to £250,000. In the first instance please provide us with an outline of your business by completing the contact form and e-mailing it to our Credit Director at

Can you help me finance some additional equipment?

We will be pleased to assist, but ask that you contact the intermediary that introduced us on the original agreement. If you require their details please contact our Customer Services Team who will be able to help you - .

What happens if I can’t make a payment?

Please contact our Collection & Recoveries team immediately by email - or call us on 01256 316 200. There will be an automatic administration charge if you miss a payment, so please contact us before it is due. Additional interest may be charged on any overdue balance. Default and arrears will impact on your ability to obtain credit in the future. Please refer to the terms and conditions of your finance agreement. 

Can I settle my agreement early?

Yes, please email who will be able to help you. Please refer to your agreement documentation for the relevant terms.

Can I get a copy of my agreement?

Yes, but unfortunately we’ll have to make a small charge to cover the cost of document retrieval. You can email our Customer Services Team - who will be able to help you.

What happens if the equipment is stolen or destroyed?

If your equipment is covered by our Asset Protection Program then please call 0800 032 0520 and they will manage the whole process for free.

If you don’t have this cover it is your responsibility under the terms of your agreement to insure the equipment on a fully comprehensive basis. If you need to make a claim, please contact our Portfolio Management Team immediately by email - or call them on 01256 316 200. You’ll also have to inform your insurance company that the claim needs to be paid direct to Asset Advantage.  We will refund any surplus to you, but if the proceeds don’t to cover the outstanding balance on your agreement you will need to pay the shortfall. 

Until the agreement has been settled in full you will need to continue paying your rentals.

Where can I find the full guide of how my data may be used?

You can find the Guide to use of your personal and business data here:


What do I do if I have a complaint?

Our aim is to provide a first class service, however, a complaints policy and procedure is central to our commitment to treat customers and complainants fairly.   Our Complaints procedure ensures we follow the same steps for each complaint, recording the correct information and reviewing the outcomes.


What to do if you have a complaint

If you wish to register a complaint, please contact us in writing to:

Complaints Manager

Asset Advantage Ltd

3rd Floor Matrix House

Basing View, Basingstoke

RG21 4DZ


Or by telephone on:     01256 316200 (and ask for the Complaints Manager)

Or by email at:    (please mark for the attention of the Complaints Manager)


If we can't satisfy your complaint to your satisfaction, in certain circumstances you may be entitled to refer it to the Financial Ombudsman Service (FOS), for an independent assessment and opinion. 

The FOS Consumer Helpline is on 0800 023 4567 and their address is:

Financial Ombudsman Service

Exchange Tower


E14 9SR

Further information can be found at



We are a fast growing business and have ambitious plans for the future. In order to achieve this we are always looking to hire dynamic, commercially aware individuals and would be interested to hear from you if you think you have what it takes to be part of our team.

You’ll work in an environment that encourages the contribution of ideas, among talented people who know how to work hard and enjoy what they do. Can you make a difference to the success of our business? If so, we’d like to hear from you.

Please email your CV to:

Firm but fair, they impressed me with their knowledge of my industry sector

A breath of fresh air!

With effect from October 10th 2011, Asset Advantage and Rental Advantage will be under the single brand of Asset Advantage.

As part of its ongoing re-brand, Asset Advantage has launched its new website.

This reflects the single brand the Group will operate under going forwards and the progressive shift in focus the Group has had since launching its previous website – namely the much greater focus on providing asset finance on a diverse range of equipment to small and medium sized businesses.

Philip Knight, Credit & Risk Director, says “our new website reflects the core values that our business is founded on: efficiency, effectiveness and clarity”.

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Recent Starters

Asset Advantage is a fast growing company and in the last few months we have recruited some excellent people to help grow our business.

Two new Business Support Administrators joined us in 2013:

Kerri Glover and Stephanie Stubbington, who both previously worked for Axa, joined us in February and April respectively.  With over 11 years’ combined administration experience, they are helping to grow and strengthen our New Business Team.

We offer an environment which encourages the contribution of ideas and the desire to make a difference – so we are always interested to hear from suitable candidates –please visit our Careers page if this is you!


All Change!

Newly re-branded Asset Advantage has been working with leasing software company Copernicus to create a bespoke proposal management system.

The developments, which have been 4 months in the making, aim to assist the new business process from end to end enhancing current processes and creating essential capacity.

Senior Project Manager for Copernicus - Charles Dazeley - says of the enhancements, “there are a number of new items in this system that will greatly assist Asset Advantage in their day to day activities”.

Jonathan Eddy, Managing Director of Asset Advantage, comments “These changes will enable us to maintain a first class customer service as we continue to increase the number of transactions written each month”.

Copernicus, who are based in High Wycombe have been at the forefront of software development for the asset finance industry since 1982.

Their Solar software package covers the complete life cycle of lease, loan, hire purchase and other instalment credit contracts across all sectors of the finance industry from quotation, through proposal management to administration, accounting and settlement.

Please   CopernicusLogo96dpi.png



NACFB Commercial Finance Expo UPDATE

-      The Pavilion, NEC   27th June 2012 


Following our attendance at the exhibition Philip Knight, Credit & Risk Director, commented, ‘the expo was well organised, well attended and proved to be an excellent way to catch up with existing business partners and meet potential new ones.

We are planning to get in contact over the next few weeks with those that we met in order to get their feedback.’



Asset Advantage Ltd provides critical funding for an important supplier of drinking water services to the London Olympics.

Credit Director, Philip Knight said, ‘it is great to see the reality of the much touted economic benefit of the Olympics making its way through to UK SMEs and I am delighted that we can support these businesses’.

October 2012

Asset Advantage goes GREEN...

We have made a commitment to seek all opportunities to reduce and recycle waste and to minimise our carbon footprint – paperless billing is one of a number of initiatives we are implementing to achieve this.

Therefore, we are happy to announce that invoices will now be distributed to our customers by email, in PDF format.

If you are a current customer of Asset Advantage Ltd and you haven’t already joined this initiative – please contact or call 01256 316200 with your email details.

NACFB Asset Finance Seminar -

February 27th, London

Philip Knight, Asset Advantage’s Credit & Risk Director, attended last week’s NACFB organised Asset Finance Seminar in London. He commented - "A well organised and attended meeting which covered various topics including the post ING funding market, the new Government Business Bank initiative and fee disclosure."

NACFB 2013 Commercial Finance Expo

Asset Advantage’s Credit & Risk Director, Philip Knight and Head of Credit, Vickey Want attended this year’s NACFB Commercial Finance Expo at the NEC.

Philip commented, “it was a great opportunity to meet with our existing brokers and other partners in the industry. The Expo was bigger and better attended than last year which I believe reflects well founded optimism that the UK economy is at last turning the corner.”


Asset Advantage sponsors the 2014 Basingstoke Half Marathon

We are pleased to sponsor the Basingstoke Half Marathon organised by Destination Basingstoke. Although we are a national company we feel it’s still important to be a Business Backing Basingstoke and are getting into shape to support this event which brings an estimated £180,000 of local economic benefit and 4,000 spectators.



Q1 2014 Introducer Survey

If you are an approved Asset Advantage broker, look out for your email invitation to participate in our quarterly survey. We really want to hear your views on business in general and Asset Advantage in particular!


21 March 2014 

Asset Advantage donates fire engine to rural fire station in Croatia that will double as a training facility for retired Ghurkas 

Sue_Dye_Portfolio_Manager_for_Asset_Advantage_with_Frank_Swann_Chief_Fire_Officer_NFRS_captioned.jpgFirefighters in Croatia are set to receive a brand new fire station and fire engine thanks to a unique partnership between Nottinghamshire Fire and Rescue Service, military charity Infrastructure Training and Assistance Projects (ITAP) and asset finance business Asset Advantage.

The three organisations have joined forces to ensure that fire crews based in Sveti Durd, in Varazdin County have the equipment and resources they need to continue fighting fires in the 50 small communities they serve in northern Croatia.

The area’s current fire engine is a 1980 RS Dennis fire engine which was donated after the Balkans War. The ‘new’ replacement fire engine has been leased by NFRS since 1998 and was one of the Service’s wholetime appliances before moving to a retained station and then into the Service’s reserve fleet. When the lease agreement ended, Asset Advantage kindly agreed to donate the vehicle back to the Service so that it can be taken to Croatia.

The fire engine was presented to Frank Swann, Chief Fire Officer at Nottinghamshire Fire and Rescue Service on 20th March and will be driven to Croatia in April by Watch Managers Kevin Ruane, Grant Smith and Dave Evans and Driver Trainer Andy MacFarlane, who will make the journey in their own time.

The cost of getting the fire engine to Croatia is being met by military charity ITAP which is working with Sveti Durd fire service to rebuild their fire station. In return for the charity’s generosity, the four NFRS employees have agreed to help train 30 Gurkha soldiers in firefighting skills, which they will pass on to rural communities in Nepal where they are establishing volunteer fire services. 

As an asset finance company, Asset Advantage recognises the importance of having the right equipment to do the job – enabling clients to acquire what they need to grow their businesses on a daily basis. So when this opportunity presented itself it was the perfect chance for the company to combine its experience of delivering assets to clients with its commitment to social responsibility.

Jonathan Eddy, Managing Director of Asset Advantage, said: “To be able to donate this Fire Engine to help establish a much needed fire station in Varazdin is terrific and something we’re proud of. But for the project to also be training retiring Ghurkas in new skills to enable them to perform a welcome and fitting role on their return to Nepal, adds something really special to this project. We’re happy to play our small part in this marvellous project and applaud the people involved from the army and fire service for their generosity and foresight.” 





Asset Advantage at NACFB Finance Expo 2014

Asset Advantage is pleased to announce that it will be attending this year’s NACFB Commercial Finance Expo at the NEC in Birmingham on 25th June. Registration details can be found here



Asset Advantage Sponsors The Inspire14 Business Awards Service Excellence Award

See online story here



Asset Advantage wins podium position at Leasing Industry Great British Pub Quiz


Download here


Asset Advantage Away Day 10 June 2014

Our team day took place on 10 June at Sunningdale Park, Ascot.  The event was ‘Cryptic Challenge’ where teams played head to head to complete various mental, physical and mystery games, earning millions of pounds.  ‘Team White’ were the winners!



Support these Destination Basingstoke events - Asset Advantage sponsors the Basingstoke Half Marathon

Brackenwood_5k_flyer.jpg   Half_Marathon_flyer.jpg


Inspire '14 Service Excellence Award sponsored by Asset Advantage



Asset Advantage Basingstoke Half Marathon a great success

Please sponsor St Michael’s Hospice here


On completing the Basingstoke Half Marathon 2014 Philip Knight, Credit & Risk Director, commented "Engaging with the business community on our doorstep is a key strategy going forward for Asset Advantage as Hampshire, the Thames Valley, and Basingstoke in particular, is a real hotbed of commercial activity. Sponsoring the race fulfils that objective as well as being an opportunity to participate in one of the UK’s top ten half marathons, raise some money for charity and, as even the Asset Advantage runners would agree, enjoy ourselves!"

Below some other quotes from the team:

“Really good fun, a great way to raise money for a great charity”  Ian Parker

“First of all, this is for a really good cause and is an event that brings people together. It is a tough challenge for anyone taking part and without the support of the volunteers and the people on the streets it would have been much much tougher.  The runners couldn’t have done it without them!  A wonderful effort by everyone involved to create a brilliant memorable day.”  Adam Monger

“Although I didn’t actually run the marathon, it was great to be part of the Asset Advantage team and the sense of achievement at the end of the day was enormous.  A big well done to all of the runners, and especially to the Asset Advantage team, and to the organisers at Destination Basingstoke.  I’m looking forward to Basingstoke Half Marathon 2015!” Karen Hayden

“A great challenging experience. Amazing organisation and encouragement from spectators around  the course”  Stephanie Stubbington

“Fantastic race – well marshalled and wonderfully supported. Thank you to everyone who helped us over all the hills” Alastair Ramsay

“A really great event and impressive course – definitely one to put in the calendar for next year”.  Daniel Tate

“2014 showed once again that the Basingstoke Half Marathon is one of the most well organised, challenging and scenic events of its type.  The weather was perfect, the runners amazing and the spectators kept us going when the running got tough.  The hills don’t get any smaller, but they do make the final 3 mile downhill stretch worth ever step.  At mile 10 the Basingstoke skyline has never looked so good!  Well done to all the Asset Advantage runners and support crew for making the day so good.  Bring on 2015!.”  Emma Edwards





Basingstoke Half Marathon raises over £2,000 for St Michael's Hospice

Email from Jackie Ridge, Corporate & Individual Giving Manager, St. Michael’s Hospice

"I am pleased to confirm that we have now received £2,030 from your fundraising page.

This is a brilliant contribution and we are very grateful.  This amount will fund the cost of maintaining our Nurse call bell system for a whole year.  This system ensures that we can respond to patients needs immediately while maintaining their privacy and dignity.

On behalf of all our patients, their families and carers, and the staff and volunteers at the Hospice, thank you so very much to all there for your support."

Thank you from us here at Asset Advantage to all the staff, brokers and friends who ran to raise money or just donated to this worthwhile cause. You can still contribute here.





for full article click here.






Proud to recognise service excellence at the region’s biggest business awards


We were delighted to sponsor the Service Excellence Award at The Inspire Business Awards which took place on 13 November 2014. The prestigious awards dinner was attended by 600 business people from across North Hampshire to honour the very best of the region’s business success in 2014.

This year saw the largest number of award entries ever received. KJM won the Service Excellent Award and our very own Philip Knight made the presentation. KJM demonstrated their service excellence through consistent high scores from customers. They can boast loyal, long-serving staff and, in a very competitive industry like glazing and conservatories, satisfying customers is not just about quality of the product!

The evening was compered by Felicity Edwards, Managing Director of Destination Basingstoke, the event organisers, and Mark Jones, Editor of the Basingstoke Gazette. Felicity summarised the Awards: “It has been another record breaking year for the Inspire Business Awards programme which continues to grow, receiving an unprecedented level of nominations and entries this year. The quality of winners really goes to show that north Hampshire is a place where businesses thrive”.




Asset Advantage in pole position
for the 2016 Porsche Carrera Cup 





Asset Advantage is pleased to announce the sponsorship of a team in the 2016 Porsche Carrera Cup Great Britain. The championship is one of Porsche’s premium motorsport series and runs to the same rules as the other nine Carrera Cup Championships across the world.

Race day attendances are in excess of 37,000 per weekend and reach out to over 20 million TV viewers during a season.

Iain Dockerill partners us again in the race seat and will drive our Asset Advantage GT car in the team’s second year in the championship. Iain is a seasoned driver, having competed in the Carrera Cup GB, British GT, Belgian Touring Cars, the European Le Mans Series, Britcar and Dubai 24-Hour races.

The Asset Advantage Race Team started their season at Brands Hatch Indy circuit on 2-3 April 2016. The team managed to obtain podium places in both races finishing 3rd and 2nd.

Jonathan Eddy, Managing Director, Asset Advantage:

“Sponsoring a team in the Porsche Carrera Cup 2016 championship will be an excellent way of promoting Asset Advantage to a wider UK audience. We chose the Carrera Cup as its association with Porsche excellence and efficiency fits perfectly with our own aspirations and approach to business.”


Follow our progress this season on Twitter. 



Contact Us

Please fill out the contact form below and we'll be in touch.

Asset Advantage Ltd, Third Floor, Matrix House,
Basing View, Basingstoke, Hampshire, RG21 4DZ 

Tel: 01256 316200 Fax: 01256 316211


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Corporate Details

Asset Advantage Group Limited is registered in England number 02765920. VAT Registration No. 864 4547 95. Registered Office: 3rd Floor, Matrix House, Basing View, Basingstoke RG21 4DZ

Asset Advantage Ltd is authorised and regulated by the Financial Conduct Authority for consumer credit and consumer hire.  Firm Reference Number 723538.



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