From senior banker to business owner, George Eleftheriou founded Real Finance in 2017 with a mission to help SMEs navigate an increasingly complex funding landscape. We spoke to the Managing Director about swapping corporate stability for self-employment, building a values-led business, and the lightbulb moment that sparked it all.
What does Real Finance do, and what inspired you to start the business?
We’re a specialist finance brokerage helping property investors, developers, and business owners with their funding needs. Back in 2017, I’d spent 27 years in commercial banking and was turning 50. My family’s always been entrepreneurial, and I’d long had the itch to do something for myself. I could see that the finance world was shifting – more lenders, more complexity, and less of that relationship-based service that bank managers used to provide.
When I started in banking in the 1990s, business funding typically involved a face-to-face meeting with a bank manager. You pitched your plan, and they said yes or no – end of story. These days, there are more than 100–200 funding sources available to SMEs. In 2023, just 39% of SME lending came from traditional high street banks – a figure that shows how much the landscape has evolved. That increased choice is great for business owners, but it also creates complexity. That’s where we come in – to help clients navigate their options with confidence. I thought: I can be the bank manager people no longer have. That’s what sparked Real Finance.
Did you always plan to go self-employed, or was it more about the right idea coming along?
It was always in the back of my mind, but I didn’t know what the idea would be. I’d never imagined running a finance brokerage – my family are all in the food trade – but it had to be something I was passionate about. My background is finance and helping businesses. That’s where I knew I could make a real impact.
How did you take the leap from idea to execution?
A solicitor introduced me to someone who’d set up a similar venture in London. We got chatting and eventually decided to do it together. He had a couple of years’ head start and shared valuable insights. My network was based in the North, so it made sense to build something up here. We started from scratch, but we had a great dynamic and a shared vision.
What was that early period like?
It was intense! I was trying to do everything as cheaply as possible to make the savings last. I had a few months of “life money” to live on before the business became income-generating, but there’s a long lead time with business. From the day you make an application to actually drawing down the money can take months. And of course, the day I started wasn’t the day I had a loan application ready to go.
I spent the first few weeks meeting people, spreading the word, and trying to get momentum. Our first deal came after about six weeks – a bit of luck, a lot of hustle – and that first payday felt huge. We only did eight deals that first year. Now, we do that every month.
What challenges have you faced along the way?
Every year brings something different. COVID was a major test – we were only three years in when lockdown hit. But we were in a decent financial position, and my priority was to reassure the team and our clients that we’d be there for them.
Since then, we’ve navigated rising interest rates, regulatory changes, shifts in lender appetite – the list goes on. Our job is not just about securing funding, it’s also about helping clients stay calm, focused, and informed during uncertain times. We’re often the steady hand guiding them through it.
What’s been most rewarding about building Real Finance?
Seeing the difference we make – that’s what drives me. We now support 13 families through our team and appointed representatives, and we’ve helped countless businesses access the funding they need to grow. That sense of fulfilment, and the knowledge that we’ve built something with a genuine positive impact, beats anything I ever did in the corporate world.
Tell us a bit more about the appointed representatives model – how has that grown over time?
It’s a key part of our growth. We work with a number of appointed representatives – essentially experienced bankers who want to work for themselves but don’t want the headache of running an entire business. We provide the infrastructure, compliance support, lender access, and documentation, so they can focus 100% on their clients.
It’s a model that works brilliantly because we get to expand our reach while maintaining the high standards and personalised service we’re known for. We’re always open to bringing more people on board through this route.
What are your ambitions for the future?
We’re not chasing world domination. Our focus is on sustainable, values-led growth. I’d like to bring more former bankers into the business as appointed representatives and continue expanding the core team as the demand grows.
Our goal is simple: grow steadily, stay true to our ethos, and continue delivering a high-quality service that really makes a difference. That’s what matters most.
