Ylva is COO and Co-Founder of Simply, a finance company combining proprietary technology and experienced industry professionals to build the perfect lending customer journey and give SMEs better access to funds to realise their potential. Under her leadership, Simply has become a driver of tech innovation in asset finance - putting its technology in the hands of brokers, partners and customers nationwide.  Ranked as the fastest growing asset finance company in the UK several consecutive years since the launch in 2017, Simply has now surpassed £1.5 billion lending to over 10,000 SMEs. 

Ylva is a lawyer by trade with 20 years’ experience in the financial services sector, building and managing operations across multiple business lines across Europe and Asia Pacific. As a chair of the Leasing Foundation, she also leads a number of initiatives driving inclusion, innovation, talent development and sustainability of the sector. In 2019, Ylva founded The Network to bring together women leaders of the alternative lending industry.