Last Friday marked two years since Apollo joined the Firebird Capital portfolio alongside Team Factors, and when I look back at where we were in February 2023 versus where we are today, the difference is massive – not just in the numbers we’ve put up (though those have been brilliant), but in our ambition, our capability, and what we’re actually building toward as a business.
John Day has done a fantastic job leading the sales team over these two years, and alongside Claire and Hannah, they’ve consistently turned plans into results and kept pushing us forward even when things got tough. Their energy and clarity have set the tone for everyone else in the business, and that kind of leadership creates momentum that spreads across the whole team.
What genuinely makes me proud, though, is watching the people in this business grow and develop over the last two years. We’ve hired well, we’ve developed people quickly, and we’ve seen promotions earned through genuine hard work and results that speak for themselves. There’s something really satisfying about seeing someone join Apollo, find their stride, take on more responsibility, and step up into bigger roles – those moments are what make this job worthwhile and what make a business feel like it’s actually going somewhere.
The Apollo brand is stronger than it’s ever been, which is great to see, but brands don’t build themselves in a vacuum. It’s the people doing the day-to-day work – taking the calls, closing the deals, solving problems, and backing each other up when it matters – who make it real and give it credibility in the market.
We’re continuing to bring Apollo and Team Factors closer together under our One Group, Two Brands vision, which means more collaboration between the teams, sharing what’s working in each business, and building on the strengths that both brands bring to the table. There’s real value in having two distinct brands serving different parts of the market, but there’s even more value in making sure they’re working together behind the scenes rather than operating in silos.
We’ve built genuine momentum over these two years, the foundations are solid, and I honestly think we’re only just getting started with what this business can achieve. There are bigger milestones ahead – deals we’ll close, clients we’ll win, people we’ll develop – and with the team we’ve built and the trajectory we’re on, I’m confident we’ll hit them.
Thanks to everyone who’s been part of this journey so far, whether you’re in the team, one of our introducer partners, or a client who’s trusted us with your business. Let’s keep building on what we’ve started!
Lizzie Williams
Group Managing Director
Lizzie Williams
Lizzie is Group Managing Director for Team Factors and Apollo Business Finance. Over the past 10 years, she's worked her way through the business - from credit control and finance to risk and relationship management - before taking on her current leadership role overseeing both brands. As a board member, Lizzie focuses on building company culture, developing the team, and driving business growth. What drives her most is leadership - creating opportunities for people to grow, improving how we work, and making a genuine difference to the team's careers and development.
