AFL, the UK’s leading provider of car and business fleet leasing, is celebrating success, taking home multiple accolades at the Leasing Broker Federation Awards. The business, who operates under ‘Car Leasing Made Simple’ was named Best Leasing Broker of the Year and recognised for delivering The Best Fleet Management Service. The awards also honoured Ain Fatima as Best Rising Star, thanks to her contribution to AI innovation in leasing. AFL also secured a Runner Up award for Best Marketing and Innovation.
AFL’s achievements over the breadth of the online leasing space set the tone for a company continuing to raise standards across the sector, reinforcing AFL’s position amongst the top 10 car leasing companies in the UK.
Find out more about AFL’s achievements below.
What Made AFL’s ‘Car Leasing Made Simple’ Best Leasing Broker of the Year?
With tough competition, what made AFL so successful? Put simply, the company is transforming the customer journey and experience from start to finish, with the primary aim of making car leasing simple.
AFL blends human-led service with smart AI automation to streamline how it meets its users’ needs. Striking a balance between automation and human expert advice, AFL welcomes customer calls, offering a helping hand throughout the leasing process. AFL is happy to carry out mileage checks and offer transparent support that always puts the customer first.
As well as the best quality customer service, AFL prides itself on innovation, developing AI tools to support lead qualification, renewals and follow-ups. The company has also developed a four-way vehicle comparison tool that allows users to see all of their options, turning what might be seen as a complicated process into a quick and easy task.
With dedicated account management, guidance on all things EV and end-of-lease support, AFL’s customers have expert help on hand at whatever point they’re at in the leasing process.
As Best Leasing Broker of the Year, AFL are recognised for going one step further than just improving the leasing experience – they’ve removed the complexity throughout the journey, making leasing accessible and easy. And this is a promise they are continuously striving to meet, with new initiatives planned for 2026 to make leasing that little bit simpler.
Why AFL Won Best Fleet Management Service
AFL’s fleet management system is a full-service partnership. The company has rebuilt its Fleet Management Made Simple platform to enhance user-friendly features, ensuring it’s simple to use and provides fleet managers with everything they need to operate effectively.
The new and improved fleet management system now includes real-time mileage tracking and predictive alerts, and early warnings for contract overages. MOT, servicing and compliance alerts help fleet managers keep track of vehicle status and avoid penalties.
The platform offers insurance savings insights and exportable reports to help with business operations and efficiency, as well as fleet audits and ongoing optimisations to ensure a customer’s chosen fleet is working effectively for their circumstances.
For customers looking to trial electric or hybrid driving, EV transition support makes this simple, outlining the benefits of all-electric and hybrid driving for businesses.
Marketing and Innovation – Runner-Up, but Industry-Leading
While AFL might not have taken the top spot, that doesn’t take away from the company’s innovative work in the leasing sector. Let’s take a look at how they’ve done it:
Leading the way when it comes to AI, AFL has embedded artificial intelligence across sales and retention with Lead Companion and Renewal Assistant, and the results speak for themselves. AFL has achieved an impressive 71% engagement uplift and 25% more qualified leads, showing just how much innovation matters and can make a difference in the leasing sector.
AFL’s launch of the four-way comparison tool on Carleasingmadesimple.com is an industry-first development, positioning the company as a frontrunner when it comes to enhancing customer experience. And it’s not just the customers that are benefiting from AI and website advancements – Scoperta, an internal AI research tool, has saved teams approximately 20 hours a week.
Those judging the Marketing and Innovation award recognised AFL’s ability not just to innovate internal processes and user experience, but its ability to do this quickly, and at scale.
Rising Star Award – Ain Fatima
Taking home the Rising Star Award was AFL’s very own Ain Fatima. Ain led the expansion of AI across the business, implementing internal processes and tools to enhance user experience.
Ain’s achievements have been recognised for impact, leadership and innovation, and along with the positive impact they’ve had on the company as a whole.
Ain said: “This year has been about making leasing simpler and more supported for people, and it’s incredible to see that work recognised.”
What This Means for Retail & Fleet Customers
Winning these awards isn’t just a milestone for AFL; it translates into a better experience for every customer. Whether you’re looking for a personal lease or managing a fleet of cars, these awards reflect improvements in transparency, guidance, and general day-to-day support.
Retail and fleet customers can take advantage of faster responses and clearer information, manage their fleet more easily and receive proactive alerts, as well as simplify EV decision-making. AFL prides itself on creating innovative tools that cut through complexity for better choices, faster – making them a standout option when it comes to fleet and car leasing.
What to expect from AFL in 2026?
AFL’s latest accolades are the tip of the iceberg when it comes to what we should expect from the company in the coming months and years.
Further enhancements in AI and overall user experience are at the forefront of digital development, but AFL’s new recommendation engine is also not to be missed. Expected in 2026, this new engine builds on AFL’s goal of only giving customers deals that truly match their needs.
AFL are also focusing on strengthening fleet capabilities, expanding the Scoperta into renewals and research, and continuing to give customers the best possible service with its recently launched, industry-first, in-search comparison tools.
AFL have implemented a road map, focused on clarity, support, and simplicity and will continue to follow with innovations to make the leasing process accessible to everyone.
The company would like to thank their customers, partners and teams for being a part of their success this year. These awards are a testament to AFL’s long-term commitment to transparency and efficiency in the leasing space.
As AFL continues to grow and innovate, these awards reinforce their place among the top 10 car leasing companies in the UK – and highlight why so many drivers and fleet managers trust AFL to guide their next move.
