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Auden Auden Auden About us

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What we do

Auden is a new type of company - we are actually going to change how things work. Our business is all about giving people freedom of choice. We are launching with a short term loan – we intend to develop new products and services which will deliver better outcomes for our customers. The journey starts here.

What we believe

We believe that people in the United Kingdom are under served and overcharged by the consumer finance industry. We have created a new approach that will help us drive change so that everybody has access to the right products and services. We were the first company in the UK to have fully incorporated the Governance Agreement published by Big Society Capital into our Articles of Association.

Advisory board

Established in January 2016 Auden’s advisory board comprises some of the UK’s leading experts on consumer debt and financial inclusion. It is integral to our success and the founding members below are a hugely valued part of our team.

Christine Allison

  • Economist focused on financial inclusion and social businesses in the UK including as Financial Inclusion Fellow Centre for the Study of Financial Innovation
  • Recently served as a member of the Archbishop of Canterbury’s Task Group on Responsible Credit and Savings
  • Previously at the World Bank, working in Africa, South Asia and Eastern Europe
  • Joined Plan International in London, a global children’s charity in 2008

Francis McGee

  • Joined the Advisory Board whilst the Director of External Affairs at StepChange, the UK’s leading debt charity
  • Career spans over 20 years in government, regulation and financial services
  • Previously worked as Head of Policy and External Affairs at The Money Advice Service, and is formerly the Head of Corporate Affairs at AEGON UK
  • Sits on the Consumer Insight Panel of the Personal Finance Society

Helen White

  • Head of Financial Capability at The Money Advice Service, the free and impartial money advice service set up by government
  • Previously at the Associate of British Insurers for 9 years leading strategy development and delivery for the life, protection insurance, pension and retirement sectors
  • 20 years’ public affairs experience in developing, influencing and delivering strategic objectives for industry, Government and EU organisations

Leadership team

Ged O’Neill

Chief Executive Officer

  • Co-founded Auden in 2013
  • Previously COO of Arrow Global (one of the UK’s leading consumer debt purchasers) and co-led the MBO from Sallie Mae in 2009, later rebuilding the operational platform from scratch
  • Held senior positions in PE (Partner), VC (European General Counsel) and legal practice (European Head of Technology)

Richard Bartlett

Chief Financial Officer

  • Joined Auden in 2016
  • Previously at RBS (Chair of both Global Credit and Reputational Risk Committees) and is an experienced structured finance banker with 18 years’ investment banking, credit and risk experience
  • Sits on the Board of Prime Collateralised Securities, a European body set up to facilitate the development of the European Securitisation Market

Victoria Gosling, OBE

Head of Social Impact

  • Joined Auden in 2016
  • Part of the UK Invictus Team and previously lead military liaison for the inaugural Invictus Games in 2014, subsequently selected by the US to be CEO of Invictus Games 2016
  • 21 year career in the RAF spanning strategic leadership, brand building, mental health, rehabilitation and welfare. Serves as a Director for the Sage Foundation

Neil Moran

Chief Technology Officer

  • Joined Auden in 2017
  • Previously held a senior technology position at the University of Salford and was responsible for upgrading its enterprise architecture
  • Before this Neil was Group Chief Architect at Reed Exhibitions where he was responsible for a £60m global business transformation programme across 30 countries

Andrew Smith

Chief Risk Officer

  • Joined Auden in 2017
  • Previously Chief Risk Officer for the UK arm of Bank of Cyprus
  • Before this Andrew was Head of Risk Directorate at The Co-operative Bank and the senior KPMG financial regulatory services partner in the North of England. He also spent 6 years working with the FCA as a member of its Small Business Practitioners Panel

Giles Harridge


  • Co-founded Auden in 2013
  • Entrepreneur with track record in consumer related technology and e-commerce
  • Previous ventures include: consumer behaviour (customer loyalty programmes), road traffic information (INRIX – floated on AIM, Oct 2000) and product personalisation ( – sold to Card Factory in 2011)

Simon Lloyd

Chief Marketing Officer

  • Simon has over 20 years of experience working with some of the world's best known brands, delivering customer growth and building brands that have a loyal customer following. A former Director of Virgin Atlantic Airways, The BBC and AXA, Simon has also worked in early stage start-ups and held several board and non-executive roles including acting for the BBC on the board of Freeview.
  • An accomplished and recognised marketing leader, Simon has led broad scale global marketing functions but also built teams from the ground up. He specialises in brand and digital transformation through delivering best in class customer experience.

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