Jaja Finance has appointed Abby Vickers as chief customer officer, a newly created role overseeing the company’s customer and commercial strategy. The appointment gives the London-based credit card provider a single owner for customer experience and commercial performance.

Vickers joins from Klarna, where she served as chief executive of Klarna Financial Services UK from 2019. She led the UK financial services business through its Financial Conduct Authority authorisation and subsequent development.

The structural driver is Jaja’s move to bring its commercial, product and analytics functions together under one executive. Vickers will lead the combined function, which draws on her experience across analytics, commercial operations and risk management, and will join the senior leadership team to support the next phase of the company’s strategy.

“I’m looking forward to bringing our commercial, product and analytics teams closer together to join the dots across the customer journey and drive greater outcomes for our customers,” said Vickers.

Dave Goodman, executive chairman at Jaja Finance, said: “Abby’s appointment strengthens our commercial leadership at exactly the right moment.” He added that bringing commercial, product and analytics together under her “gives us one clear owner of our customer and commercial agenda”.

Goodman, who previously led 118 118 Money, joined Jaja as executive chairman designate in October 2025. In January 2026 the company extended its warehouse facility, building on £23 million of new equity investment from shareholders at the end of 2025.

Jaja Finance is a London-headquartered, FCA-regulated provider of digitally led credit card products. It signed a partnership with Asda in 2022 to provide digital reward credit cards to the supermarket’s customers, leading to the Asda Money Credit Card and Asda Money Select Credit Card, and has since introduced its own-brand Jaja Vanta Credit Card.

For the sector, the appointment reflects consumer finance providers placing customer experience and commercial strategy under a single executive as they compete on service across the credit card customer journey.

Source: Business Daily / Jaja Finance