TEN years ago Alphabet launched its exclusive network of broker partners to the world.
Unlike other existing funder channels, Alphabet offered exclusivity to a defined group of leasing broker partners, in what was a groundbreaking move at the time.
Alphabet’s proposition attracted 70 potential partners from which 34 became successful and joined the inaugural Alphabet Partner programme which featured exclusive tactical deals delivered through Alphabet’s Icon platform – the original Alphabet broker partner launch in 2014 is pictured above.
Scroll forward a decade and Alphabet is planning a relaunch of its broker proposition in June this year. The programme continues to retain a small number of leasing brokers. Richard Chadwick – Head of Indirect Sales – says the new programme will retain its exclusivity with a mix of Partners who value and utilise what is on offer from Alphabet.
“Since we launched Alphabet Partner the market has changed considerably with many new developments and so many new entrants. The PCH market witnessed fantastic growth but now, due to a variety of factors, it’s been hit by a significant slowdown and OEM hostility towards PCH. So over the years we have reviewed what’s relevant to brokers and the market to build today’s proposition.”
Richard said that the company’s most recent Consultation Forum held at Hellidon Lakes, Daventry, demonstrated that the exclusive element of being a Partner was valued by brokers, but Alphabet had to be clear it also expected something in return.
“Our new proposition will offer exclusivity alongside clearly established expectations,” continued Richard. “We understand that this might not be for everyone, so we’re reviewing who’s out there that will fit with our new market position.”
Richard added that the reshaped Alphabet Partner Programme will offer new products, and keep the brand in front.
“An example of this is our recent expansion into tactical business – now being led by Tactical Sales Manager, Adam Nash. This is proving hugely successful in our current Partner led programme and we are confident it will be successful when we hold our relaunch in June,” he said.
Broker News Awards 2024 – the winners
The Broker News Awards 2024 – supported by Fleet Procure – produced outstanding winners, with Synergy taking the Broker of the Year title
Broker News Newsletter 24 April 2024
Catch up on the latest leasing broker news in the 24 April 2024 Broker News newsletter
Leasing broker fleet down, but BCH is rising: analysis of BVRLA broker survey H2 2023
Analysis of the BVRLA leasing broker survey for H2 2023 shows the broker fleet is down, but BCH is on the rise
Novuna Vehicle Solutions and Select Lease by Mobilize add support to the Broker News Awards
Novuna Vehicle Solutions and Select Lease by Mobilize add support to the Broker News Awards 2024, which takes place in London on 25 April
Guest list for the Broker News Awards 2024
The guest list for the Broker News Awards 2024 contains a great list of the 85 leasing brokers, funders, suppliers and OEMs attending
Leasys UK now offers comprehensive short term rental service
Leasys UK announces a comprehensive short-term rental service. Customers can choose from a diverse range of vehicles
Ralph Morton is the leading journalist in the leasing broker sector and editor of Broker News, the website which provides information and news for BVRLA-registered leasing brokers. He also writes extensively on the fleet and leasing market in both the UK and Europe.
