Zuto has appointed Aimee Gethin as chief executive officer, completing a succession plan that moves the car finance fintech’s long-serving chief operating officer into the top role as the business targets £100m in revenue during 2026.
Gethin joined Zuto in 2015 and has served as COO since 2020, helping to shape the company’s operating model during a period of sustained expansion. She succeeds founder Jim Wilkinson, who will remain with the business in his founder role and as what the company described as a key ambassador. Zuto said the handover reflects a transition planned over several years, with Gethin working closely alongside Wilkinson in preparation for the move.
The appointment comes at a point of scale for the business. Zuto said one in 16 used cars is now financed through its platform, giving it a growing pool of data on buyer behaviour and preferences. That dataset forms part of a wider strategy to deepen relationships across the car finance ecosystem, help traditional lenders digitise their products, and broaden customer choice through an expanded range of finance options.
Gethin said: “It’s an honour to lead Zuto at such an exciting point in its 20-year history. Since I joined the business 11 years ago, I’ve worked closely alongside Jim to build strong foundations that are already enabling us to scale at pace. Our established network of lenders, partners and dealerships, combined with the proprietary data and insight we provide, gives us a platform for sustainable growth.”
She added: “Our recent partnership with Bridgepoint builds on that momentum and creates a clear opportunity to strengthen our leadership position in the market – not just in terms of scale, but in championing trust and transparency. By working closely with our partners to deliver a consistently excellent customer journey, we have an opportunity to help shape the future of our industry.”
Wilkinson described Gethin as central to the company’s growth and said she had a clear and ambitious vision for the next phase of the business. Bridgepoint also backed the appointment, with board member JJ Bowles saying the investment partner shared her ambition to accelerate Zuto’s expansion through sector expertise, technology, and what he called a responsible approach to car finance.
The leadership change leaves Zuto trying to balance scale with positioning. The company is growing inside a mature car finance market, but is framing its next chapter around better use of data, stronger partner integration, and a customer journey built around trust and transparency. Its target of surpassing £100m in revenue in 2026 places a clear commercial marker against that strategy.
