The founders of a Leicester startup have sold the majority share of their business and introduced a host of new management changes.

Sophie Hainsworth and Jason Nesbitt, the founders of Loyal Free, have announced the appointment of a new Managing Director and two new members of the board, following a buy-in from Equable Partners.

It comes just five years after Loyal Free- a multiple award-winning app which aims to improve the digital presence of the high street – was founded.

Henry Jinman will assume the role of Managing Director to steer the business through its next phase of growth. He saidL

“LoyalFree is an important business in the present moment with the cost of living and mental health crises in our nation. 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 businesses.”

Equable Partners’ Simon Hook and Matt Duckhouse will join the LoyalFree board as non-executive Directors.

Co-founders Sophie Hainsworth and Jason Nesbitt will assume the roles of Commercial Director and Technical Director respectively. Sophie said:

“We are delighted to welcome Henry, Simon and Matt to the LoyalFree team and board. Their wealth of experience will be vital in improving and growing the business. Coupled with the amazing work and commitment of the team I have no doubt there will be very exciting times ahead!”

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