LoyalFree bolsters board and management team to grow UK business

Written by Jason Nesbitt Topics: App User, BID, Blog

Founders Sophie Hainsworth and Jason Nesbitt with new Managing Director Henry Jinman, promoting LoyalFree’s dinosaur trails taking place in 15 towns and cities across the country

LoyalFree Ltd, the leading UK place-promotion business, is pleased to announce the appointment of a new Managing Director and two new members of the board, following a buy-in from Equable Partners.

LoyalFree is a place promotion app founded by two entrepreneurs from the Midlands in 2017. Now available in over 65 towns and cities across the UK, LoyalFree partners with Business Improvement Districts (BIDs) and Local Authorities. Using LoyalFree, BIDs and Local Authorities can organise interactive trails and promote events to draw footfall into an area and extend dwell time. Businesses in the catchment areas promote deals and local events to over 100,000 users.

Henry Jinman will assume the role of Managing Director to steer the business through its next phase of growth. Henry joins from Equable Partners, an investor in established B2B software businesses. He brings with him 10 years experience of scaling and operating technology start-ups.  “LoyalFree is an important business in the present moment for our high streets”, said Henry. “By offering affordable experiences for people in their local communities with trails, and discounts for spending locally, LoyalFree’s app is a vital tool for our nation’s physical businesses. I’m delighted to be joining Sophie, Jason and the LoyalFree team to roll this application out further across the UK.

Equable Partners’ Simon Hook and Matt Duckhouse will join the LoyalFree board as Non-Executive Directors. Equable brings extensive experience in building enterprise-grade software platforms and growing software businesses. “There are many possibilities to build upon the existing technology of LoyalFree and expand the Augmented Reality capability of the platform. I’m looking forward to helping the business reach its full technical potential.” said Matt.

Co-founders Sophie Hainsworth and Jason Nesbitt will assume the roles of Commercial Director and Technical Director respectively. “We are delighted to welcome Henry, Simon and Matt to the LoyalFree team and Board” said Sophie, “Their wealth of experience will be vital in improving and growing the business to deliver the best possible solutions to the place management industry. Coupled with the amazing work and commitment of the team I have no doubt there are very exciting times ahead!


LoyalFree Ltd: LoyalFree is a multiple award-winning innovative mobile phone app promoting businesses through deals, loyalty schemes, competitions, event listings, tourism information and interactive tours and trails. A market leader within place promotion, LoyalFree works with more than 65 towns and cities in the UK and aims to improve the overall digital presence of the high street.

Equable Partners: Equable Partners is a small team of experienced operators and entrepreneurial leaders with over 25 years of experience starting, buying and growing software businesses. Unlike most investors in technology businesses, Equable is actively involved in portfolio businesses providing expertise in software development, sales and governance. Equable aim for sustainable growth by supporting management and protecting the company culture and legacy.

For more information please contact [email protected] 

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