Rebrand for Edinburgh-based fleet management company

Gofor Finance is dropping ‘finance’ from its name to better reflect the end-to-end fleet management service that Gofor provides.

The name change is part of an overall rebrand launched this month, including a new Gofor website.

Recently appointed head of marketing, Gordon Ross, said: “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 its expansion plans.

The project is focused on maximising Gofor’s automated systems including the Fleet Procure vehicle procurement platform.

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

Graham Lesslie, managing director of Gofor, said: “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 be number one for customer service in our segment.”

The business sees electrification as a key area of growth and is working closely with its customers on salary sacrifice schemes to support the Environmental, Social and Governance (ESG) agenda.