The board aims to provide independent perspective to decision-making and act in the best interest of the company stakeholders. They also support the CEO and Senior Management team and have responsibility on the board sub-committees.
Chairman & Non Executive Directors
Howard Bell
Chair of Board
Howard Bell has been Chair of Fair for You since 2015. Howard’s operational career has involved scaling and accelerating commercial growth for a number of now market-leading digital brands as Chief Commercial Officer and Chief Product Officer. He was a co-founder of PayPal Europe where he helped grow the company from pre-FSA/FCA licence to £200m revenues and to become an international brand across Europe.
Also beside, he served for several now market-leading digital brands, UK cybersecurity venture Content Technologies (which grew to a $1bn exit in 2001), Future50 JustGiving (which was revitalised resulting in a £95m exit), FutureLearn (which grew from a start-up to 5m users). Howard previously led transformation strategies as general manager at larger blue-chip organisations: Barclaycard and Dow Jones.
Today Howard is also chair for three other UK scale-up organisations and also works as an Operating Partner with Octopus Ventures where he helps CEOs of the 80 portfolio organisations with their scale-up strategies. He has advised and mentored over 60 companies.
Howard is happily married to Stephanie and has two spirited daughters.
Contact
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Howard Bell
Chair of Board
Howard Bell has been Chair of Fair for You since 2015. Howard’s operational career has involved scaling and accelerating commercial growth for a number of now market-leading digital brands as Chief Commercial Officer and Chief Product Officer. He was a co-founder of PayPal Europe where he helped grow the company from pre-FSA/FCA licence to £200m revenues and to become an international brand across Europe.
Also beside, he served for several now market-leading digital brands, UK cybersecurity venture Content Technologies (which grew to a $1bn exit in 2001), Future50 JustGiving (which was revitalised resulting in a £95m exit), FutureLearn (which grew from a start-up to 5m users). Howard previously led transformation strategies as general manager at larger blue-chip organisations: Barclaycard and Dow Jones.
Today Howard is also chair for three other UK scale-up organisations and also works as an Operating Partner with Octopus Ventures where he helps CEOs of the 80 portfolio organisations with their scale-up strategies. He has advised and mentored over 60 companies.
Howard is happily married to Stephanie and has two spirited daughters.
Contact
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Kumaran Adithyan
Non-Executive Director
Kumaran Adithyan leads eBay's Electronics and Home business globally, overseeing the P&L and end-to-end customer strategy for these categories. With more than a decade of experience in commercial and digital leadership roles at eBay and Boots, Kumaran brings valuable expertise in building customer-focused propositions and developing strategic partnerships.
His career began in management consulting at Oliver Wyman, where he spent ten years advising major retailers and consumer services businesses across the UK, Europe, and North America.
Passionate about creating positive social impact, Kumaran believes there is a pressing need to improve access to finance by developing truly scalable solutions. He has seen the impact this can have on families and small businesses, and has spent time working in think-tanks and with government departments on these topics.
Outside of work, Kumaran enjoys spending time with his two young daughters, and trying and failing to stay active and fit.
Kumaran Adithyan
Non-Executive Director
Kumaran Adithyan leads eBay's Electronics and Home business globally, overseeing the P&L and end-to-end customer strategy for these categories. With more than a decade of experience in commercial and digital leadership roles at eBay and Boots, Kumaran brings valuable expertise in building customer-focused propositions and developing strategic partnerships.
His career began in management consulting at Oliver Wyman, where he spent ten years advising major retailers and consumer services businesses across the UK, Europe, and North America.
Passionate about creating positive social impact, Kumaran believes there is a pressing need to improve access to finance by developing truly scalable solutions. He has seen the impact this can have on families and small businesses, and has spent time working in think-tanks and with government departments on these topics.
Outside of work, Kumaran enjoys spending time with his two young daughters, and trying and failing to stay active and fit.
Uma Cresswell
Non-Executive Director
Uma is an HR Executive with over 25 years global financial services and corporate experience having worked for ANZ Bank, AXA Rosenberg, Deutsche Bank and Cable & Wireless Communications.
Uma is a Non-Executive Director on a number of Boards both in the private and third sector, whilst running her own international HR consulting business.
Uma has operated at C-Suite level executing multiple projects including regulatory reform, corporate governance, organisational design, EDI projects, talent acquisition/development, succession planning, HR transformation, and change management.
As a migrant from Uganda, Uma is passionate about supporting organisations with a social conscience and a higher purpose committed to creating a culture that is inclusive, supportive and that cares about the health and wellbeing of its employees (personal, physical, career and financial wellbeing) and the clients and communities they serve.
Uma is CIPD accredited, an NLP Practitioner and a Strengthscope coach – a natural connector who uses her wealth of experience, personal background, cultural heritage, and life experiences to transform people/things around her.
Outside of work, Uma’s teenage daughter, husband and Cavapoo keep her very busy! She is an ardent Leicester City season ticket holder and fluent in Hindi and Gujarati.
Contact
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Uma Cresswell
Non-Executive Director
Uma is an HR Executive with over 25 years global financial services and corporate experience having worked for ANZ Bank, AXA Rosenberg, Deutsche Bank and Cable & Wireless Communications.
Uma is a Non-Executive Director on a number of Boards both in the private and third sector, whilst running her own international HR consulting business.
Uma has operated at C-Suite level executing multiple projects including regulatory reform, corporate governance, organisational design, EDI projects, talent acquisition/development, succession planning, HR transformation, and change management.
As a migrant from Uganda, Uma is passionate about supporting organisations with a social conscience and a higher purpose committed to creating a culture that is inclusive, supportive and that cares about the health and wellbeing of its employees (personal, physical, career and financial wellbeing) and the clients and communities they serve.
Uma is CIPD accredited, an NLP Practitioner and a Strengthscope coach – a natural connector who uses her wealth of experience, personal background, cultural heritage, and life experiences to transform people/things around her.
Outside of work, Uma’s teenage daughter, husband and Cavapoo keep her very busy! She is an ardent Leicester City season ticket holder and fluent in Hindi and Gujarati.
Contact
LinkedIn
Ali Chaudhry
Non-Executive Director
Ali currently leads Argos Financial Services, part of Sainsbury’s, and has more than 26 years of varied experience across large global banks, as well as fintech and microfinance scale-up businesses across emerging and developed markets.
Ali started his banking career with Citibank in emerging markets, initially specializing in credit risk management and subsequently running Finance and Treasury functions for Middle East & Africa Division as well as leading Citi’s Retail Bank in Egypt.
Over the last 16 years, Ali has been largely in the UK. He led Barclaycard UK’s consumer credit card business and helped grow credit card provider NewDay, initially as Chief Risk Officer and later as Chief Commercial Officer.
Ali feels strongly about the importance of banking and lending expertise being used to improve the financial wellbeing of the less privileged among us, and indeed of society as a whole. He previously led one of the largest microfinance banks in Pakistan, transforming it into a digital lending platform focused on a large unbanked segment of South Asia.
Contact
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Ali Chaudhry
Non-Executive Director
Ali currently leads Argos Financial Services, part of Sainsbury’s, and has more than 26 years of varied experience across large global banks, as well as fintech and microfinance scale-up businesses across emerging and developed markets.
Ali started his banking career with Citibank in emerging markets, initially specializing in credit risk management and subsequently running Finance and Treasury functions for Middle East & Africa Division as well as leading Citi’s Retail Bank in Egypt.
Over the last 16 years, Ali has been largely in the UK. He led Barclaycard UK’s consumer credit card business and helped grow credit card provider NewDay, initially as Chief Risk Officer and later as Chief Commercial Officer.
Ali feels strongly about the importance of banking and lending expertise being used to improve the financial wellbeing of the less privileged among us, and indeed of society as a whole. He previously led one of the largest microfinance banks in Pakistan, transforming it into a digital lending platform focused on a large unbanked segment of South Asia.
Contact
LinkedIn
Jonathan Moore
Non-Executive Director
Jonathan has spent 30 years working in financial services. Almost all of this time was within the building society sector where he held a range of roles, with the last one being at executive level.
More recently, he continued his mutual sector career by being Chief Executive of Stockport Credit Union for three years, where he modernised it, prepared it for life in the digital age, and strengthened its resources, structures, and people. Prior to his time at Stockport, he held a non-executive director role at another credit union. His current non-executive roles include a housing association, where he is Chair of the Governance and Remuneration board sub-committee. His trustee roles include being a trustee of Fair Credit Charity, where he chairs our Oversight & Risk board sub-committee, and Board Chair at a counselling and family services organisation.
Jonathan is also the chairman of a community forum. This group engages with a wide range of stakeholders on a variety of topics and seeks to deliver great outcomes for the communities which it serves. Building on this experience, in 2024 he was elected a councillor for the city in which he lives.
Jonathan is a strong advocate for communities working together to create new opportunities to improve life for the people they serve.
Jonathan Moore
Non-Executive Director
Jonathan has spent 30 years working in financial services. Almost all of this time was within the building society sector where he held a range of roles, with the last one being at executive level.
More recently, he continued his mutual sector career by being Chief Executive of Stockport Credit Union for three years, where he modernised it, prepared it for life in the digital age, and strengthened its resources, structures, and people. Prior to his time at Stockport, he held a non-executive director role at another credit union. His current non-executive roles include a housing association, where he is Chair of the Governance and Remuneration board sub-committee. His trustee roles include being a trustee of Fair Credit Charity, where he chairs our Oversight & Risk board sub-committee, and Board Chair at a counselling and family services organisation.
Jonathan is also the chairman of a community forum. This group engages with a wide range of stakeholders on a variety of topics and seeks to deliver great outcomes for the communities which it serves. Building on this experience, in 2024 he was elected a councillor for the city in which he lives.
Jonathan is a strong advocate for communities working together to create new opportunities to improve life for the people they serve.
Mark Trenavin-Body
Non-Executive Director
Mark is an international finance and governance professional with over 35 years experience across the financial services, shared services and charity sectors, having worked in several countries for organisations such as HSBC, Standard Chartered, Aviva, KPMG, and various health and social care charities.He currently serves as a trustee and non-executive director on several boards, where he brings a strong focus on financial sustainability, governance, and social impact, alongside his advisory work with mission-led organisations.
Mark has operated at senior leadership and board level, overseeing complex budgets, audit and risk frameworks, and helping to shape strategic direction and business growth, particularly in organisations working with vulnerable and underserved communities.
Passionate about financial inclusion and equity, Mark is committed to supporting ethical, community-driven alternatives to high-cost credit, and ensuring good governance supports better outcomes for the people Fair for You exists to serve.
Outside of work, Mark enjoys travelling, long walks with his border terrier Bonnie, wine tasting and watching his life long football team, Hereford FC, whenever he can!
Mark Trenavin-Body
Non-Executive Director
Mark is an international finance and governance professional with over 35 years experience across the financial services, shared services and charity sectors, having worked in several countries for organisations such as HSBC, Standard Chartered, Aviva, KPMG, and various health and social care charities.He currently serves as a trustee and non-executive director on several boards, where he brings a strong focus on financial sustainability, governance, and social impact, alongside his advisory work with mission-led organisations.
Mark has operated at senior leadership and board level, overseeing complex budgets, audit and risk frameworks, and helping to shape strategic direction and business growth, particularly in organisations working with vulnerable and underserved communities.
Passionate about financial inclusion and equity, Mark is committed to supporting ethical, community-driven alternatives to high-cost credit, and ensuring good governance supports better outcomes for the people Fair for You exists to serve.
Outside of work, Mark enjoys travelling, long walks with his border terrier Bonnie, wine tasting and watching his life long football team, Hereford FC, whenever he can!
Senior Management Team
The Senior Management Team is responsible for the day to day running of the business and meets weekly to oversee business performance and address any matters that require senior management team’s attention.
Simon Dukes
CEO
Simon became Chief Executive of Fair for You as well as its charity owner, the Fair Credit Charity, in October 2021.
For the three years prior to this, he was CEO of the Pharmaceutical Services Negotiating Committee (now known as Community Pharmacy England). There, he was responsible for negotiating the annual £2.6bn contract on behalf of all high street pharmacies for the provision of NHS services. His time there coincided with the coronavirus pandemic, and the funding that Simon and his team secured from the Government proved essential in keeping pharmacy doors open during the height of COVID-19.
Before 2018, Simon was the Chief Executive of the UK’s fraud prevention service, CIFAS, where he substantially increased membership and revenue and successfully worked to increase the awareness of fraud as a major cost to industry and the public sector. During Simon’s tenure CIFAS for the first time prevented over £1bn of fraud loss in one year.
Simon’s early career was in the UK’s public sector where he held senior roles in cyber security as well as government communications and public affairs. He is a strong advocate for working collaboratively for the public good and treating people equally and with dignity. A natural fit for Fair for You!
Contact
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Simon Dukes
CEO
Simon became Chief Executive of Fair for You as well as its charity owner, the Fair Credit Charity, in October 2021.
For the three years prior to this, he was CEO of the Pharmaceutical Services Negotiating Committee (now known as Community Pharmacy England). There, he was responsible for negotiating the annual £2.6bn contract on behalf of all high street pharmacies for the provision of NHS services. His time there coincided with the coronavirus pandemic, and the funding that Simon and his team secured from the Government proved essential in keeping pharmacy doors open during the height of COVID-19.
Before 2018, Simon was the Chief Executive of the UK’s fraud prevention service, CIFAS, where he substantially increased membership and revenue and successfully worked to increase the awareness of fraud as a major cost to industry and the public sector. During Simon’s tenure CIFAS for the first time prevented over £1bn of fraud loss in one year.
Simon’s early career was in the UK’s public sector where he held senior roles in cyber security as well as government communications and public affairs. He is a strong advocate for working collaboratively for the public good and treating people equally and with dignity. A natural fit for Fair for You!
Contact
LinkedIn
Emma Goodwin
Deputy Chief Executive
Emma is a Chartered Accountant and ICAEW member with over 13 years’ experience in a wide variety of accounting disciplines including external audit, financial accounting, financial planning and analysis, risk management and internal controls.
Initially starting her career as an Audit Manager with Deloitte in Birmingham she has subsequently held management positions across multiple finance disciplines in FTSE listed businesses including Compass Group and Paragon Group of Companies.
Emma joined Fair For You in 2018, originally as the General Manager, as she was keen to merge her significant commercial experience with a socially responsible enterprise to deliver change within the credit sector. During this time, she has helped the business to grow three-fold and delivered its most significant investment deal with Fair4All Finance for a value of £5 million in 2020. Emma also helped to convert £2.5 million of capital from the company’s existing investors to deliver the first-ever perpetual bond to fund affordable credit.
As Deputy CEO, Emma manages Fair for You’s existing and prospective investor relations as well as running the Finance, Marketing, Operations and Compliance functions.
Emma has a BSc Honours degree in Psychology from Newcastle University.
Emma Goodwin
Deputy Chief Executive
Emma is a Chartered Accountant and ICAEW member with over 13 years’ experience in a wide variety of accounting disciplines including external audit, financial accounting, financial planning and analysis, risk management and internal controls.
Initially starting her career as an Audit Manager with Deloitte in Birmingham she has subsequently held management positions across multiple finance disciplines in FTSE listed businesses including Compass Group and Paragon Group of Companies.
Emma joined Fair For You in 2018, originally as the General Manager, as she was keen to merge her significant commercial experience with a socially responsible enterprise to deliver change within the credit sector. During this time, she has helped the business to grow three-fold and delivered its most significant investment deal with Fair4All Finance for a value of £5 million in 2020. Emma also helped to convert £2.5 million of capital from the company’s existing investors to deliver the first-ever perpetual bond to fund affordable credit.
As Deputy CEO, Emma manages Fair for You’s existing and prospective investor relations as well as running the Finance, Marketing, Operations and Compliance functions.
Emma has a BSc Honours degree in Psychology from Newcastle University.
Chris Bennett
Chief Commercial Officer
Chris joined Fair for You in 2015 to support the setting up of the company and obtaining its FCA authorisation. Being integrally involved during the start-up phase of Fair for You has provided Chris with experience in, and knowledge of, multiple business areas as well as the wider consumer credit sector. He is now supporting the business as it transitions from start-up to scale-up.
As Chief Commercial Officer Chris is responsible for the commercial success of the business through product development and key partner management. Working directly with retailers, housing associations, local authorities, charities and more he supports the delivery of quality and innovative solutions for customers. Chris is also Company Secretary for Fair for You and its charity owner, the Fair Credit Charity.
For Chris, working to deliver solutions that provide positive change for families as well as ensuring they are sustainable is extremely rewarding. Hearing directly from customers how developments have provided access to products and services that would have otherwise been impossible, and the impact that this access has made, is part of what makes the role so satisfying.
Chris has been a registered Fellow of the RSA since 2019 and has a First Class Honours degree in Law from the University of Hertfordshire.
Chris Bennett
Chief Commercial Officer
Chris joined Fair for You in 2015 to support the setting up of the company and obtaining its FCA authorisation. Being integrally involved during the start-up phase of Fair for You has provided Chris with experience in, and knowledge of, multiple business areas as well as the wider consumer credit sector. He is now supporting the business as it transitions from start-up to scale-up.
As Chief Commercial Officer Chris is responsible for the commercial success of the business through product development and key partner management. Working directly with retailers, housing associations, local authorities, charities and more he supports the delivery of quality and innovative solutions for customers. Chris is also Company Secretary for Fair for You and its charity owner, the Fair Credit Charity.
For Chris, working to deliver solutions that provide positive change for families as well as ensuring they are sustainable is extremely rewarding. Hearing directly from customers how developments have provided access to products and services that would have otherwise been impossible, and the impact that this access has made, is part of what makes the role so satisfying.
Chris has been a registered Fellow of the RSA since 2019 and has a First Class Honours degree in Law from the University of Hertfordshire.
Adedoyin Adesina
Head of Compliance
Adedoyin joined Fair for You as Head of Compliance in 2024 and leads the company’s compliance framework across FCA regulation, policy governance,
complaints oversight, and the continued implementation of the Consumer Duty. She also supports the business in preparing for regulatory audits and ensuring robust oversight of affordability and customer outcomes.
She brings over seven years of experience across regulatory compliance, corporate law, and financial services, with a background spanning fintech, open banking, and cross-border legal practice. Adedoyin has led compliance functions in scaling environments and has worked with regulators and stakeholders across the UK and sub-Saharan Africa.
A fully qualified lawyer and certified GRC professional (GRCP, GRCA, IDPP, ICEP), she brings a commercially minded, governance-focused approach to regulatory compliance. She is passionate about using strong compliance foundations to support inclusive, responsible lending that delivers fair outcomes for all customers.
Adedoyin Adesina
Head of Compliance
Adedoyin joined Fair for You as Head of Compliance in 2024 and leads the company’s compliance framework across FCA regulation, policy governance,
complaints oversight, and the continued implementation of the Consumer Duty. She also supports the business in preparing for regulatory audits and ensuring robust oversight of affordability and customer outcomes.
She brings over seven years of experience across regulatory compliance, corporate law, and financial services, with a background spanning fintech, open banking, and cross-border legal practice. Adedoyin has led compliance functions in scaling environments and has worked with regulators and stakeholders across the UK and sub-Saharan Africa.
A fully qualified lawyer and certified GRC professional (GRCP, GRCA, IDPP, ICEP), she brings a commercially minded, governance-focused approach to regulatory compliance. She is passionate about using strong compliance foundations to support inclusive, responsible lending that delivers fair outcomes for all customers.
Isolyn Donaldson-Ellison
Head of External Affairs
Isolyn has over 14 years’ experience working for global financial institutions, charities and start-ups.
She began her career in Compliance at Morgan Stanley before transitioning to the social impact sector where she received a Paul Hamlyn’s Ideas & Pioneers grant to pilot a support service for women and girls during the pandemic. Her experience includes senior roles such as Head of Operations at an EdTech start-up and a consultant at Save the Children UK.
Isolyn initially joined Fair Credit Charity as Deputy CEO in 2024, through an On Purpose, alternative MBA, placement. She contributed to its growth as a financial inclusion charity and authored several positively received reports. She is passionate about creating positive social change and joins Fair for You to bring together her corporate and charity experience to support ethical credit solutions.
Isolyn has a BA Honours degree in Anthropology & Law from the London School of Economics and is a board member and Operations Committee Chair of London-based youth charity, 20/20 Levels.
Isolyn Donaldson-Ellison
Head of External Affairs
Isolyn has over 14 years’ experience working for global financial institutions, charities and start-ups.
She began her career in Compliance at Morgan Stanley before transitioning to the social impact sector where she received a Paul Hamlyn’s Ideas & Pioneers grant to pilot a support service for women and girls during the pandemic. Her experience includes senior roles such as Head of Operations at an EdTech start-up and a consultant at Save the Children UK.
Isolyn initially joined Fair Credit Charity as Deputy CEO in 2024, through an On Purpose, alternative MBA, placement. She contributed to its growth as a financial inclusion charity and authored several positively received reports. She is passionate about creating positive social change and joins Fair for You to bring together her corporate and charity experience to support ethical credit solutions.
Isolyn has a BA Honours degree in Anthropology & Law from the London School of Economics and is a board member and Operations Committee Chair of London-based youth charity, 20/20 Levels.
Nasdeep Purewal
Chief Credit Officer
Nasdeep is a leading credit risk strategist with over 15 years of experience across the UK and Europe, working with tier 1 banks, fintechs, and high-growth startups. He has built and shaped lending strategies across retail and commercial products, driving profitability and sustainable growth through innovation and responsible risk management.
Known for his data-driven mindset, Nasdeep leverages advanced analytics and big data to optimise decisioning and build fairer, customer-focused products.
His deep expertise spans the full credit lifecycle; including product design, go to market strategy, customer acquisition, portfolio management, and collections; across products like BNPL, credit cards, personal loans, and mortgages; and customer segments from sub-prime to super-prime. He is a trusted voice in modern lending transformation, balancing commercial value with doing the right thing by the customer.
Nasdeep Purewal
Chief Credit Officer
Nasdeep is a leading credit risk strategist with over 15 years of experience across the UK and Europe, working with tier 1 banks, fintechs, and high-growth startups. He has built and shaped lending strategies across retail and commercial products, driving profitability and sustainable growth through innovation and responsible risk management.
Known for his data-driven mindset, Nasdeep leverages advanced analytics and big data to optimise decisioning and build fairer, customer-focused products.
His deep expertise spans the full credit lifecycle; including product design, go to market strategy, customer acquisition, portfolio management, and collections; across products like BNPL, credit cards, personal loans, and mortgages; and customer segments from sub-prime to super-prime. He is a trusted voice in modern lending transformation, balancing commercial value with doing the right thing by the customer.