London, U.K. (July 3, 2025) – Asset Alliance Group (AAG), in strategic partnership with digital transformation leader OSF Digital, today unveiled a bold growth strategy designed to drive operational excellence and sustainability through transformative digital innovation. Leveraging Salesforce Automotive Cloud and its digital labor platform Agentforce, AAG is reshaping the future of financing, vehicle leasing and fleet operations by optimising vehicle performance with advanced telemetry, and delivering smart connected experiences that drive faster decisions, reduce downtime, and maximise asset productivity.
With OSF Digital’s strategic guidance and deep Salesforce expertise, AAG is modernising its customer engagement, operational execution, and resilience capabilities. This transformation positions AAG as a flagship example of intelligent orchestration at scale, setting new benchmarks for agility and customer value.
“This isn’t an upgrade—it’s a leap,” said Sean Catlin, Global Head of Strategy at OSF Digital. “Through our collaboration, AAG is moving beyond digital improvement towards fully orchestrated, data-driven intelligence. We’re enabling AAG’s vision for smarter fleet managementoptimisation.”
Why This, Why Now
AAG’s growth strategy is crafted to deliver innovation, efficiency, and rapid customer value. By integrating advanced telemetry with Salesforce’s Automotive Cloud, AAG transforms fleet management—improving vehicle lifecycle management, enhancing operational safety, and providing immediate insights tmaximise fleet productivity.
Underpinned by Salesforce’s Automotive Cloud, Financial Services Cloud, Marketing Cloud, MuleSoft, Data Cloud, and Agentforce, AAG’s digital infrastructure ensures future-ready operations. This comprehensive digital backbone streamlines asset onboarding, funding workflows, and asset-backed lending, while driving customer and partner experiences.
“Our partnership with OSF Digital is critical to our strategic evolution,” said Amanda Figg, Chief Transformation Officer at AAG. “We’re not simply enhancing our technology—we’re fundamentally redefining how we manage assets and engage with customers using Salesforce. This approach enables sustained growth, operational excellence, and a clear path towards our net-zero objectives.”
Sustainability at the Core
AAG’s sustainability strategy integrates net-zero objectives across fleet management decisions and operational enhancements. This includes adopting lower-emission vehicles, intelligent asset lifecycle management, and enhanced supplier efficiencies. Through this digital transformation, AAG ensures environmental responsibility goes hand-in-hand with operational performance.
Industry Impact
AAG’s pioneering adoption of Salesforce Agentforce and industry-specific capabilities from Automotive Cloud sets a transformative precedent for the sector. The strategic use of AI and advanced data capabilities clearly demonstrates significant improvements in operational efficiency, customer engagement, and sustainability practices across fleet and financial management.
Looking Ahead
AAG’s transformative journey with OSF Digital and Salesforce is just beginning. As it scales AI-powered operations and growth, the company is uniquely positioned to define the future of its industry—delivering faster, smarter, and more sustainable outcomes for customers and stakeholders alike.
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About Asset Alliance Group
Asset Alliance Group occupies a unique market position, using its significant buying power and funds to supply multi-brand trucks, trailers, buses, and coaches through various flexible financing and leasing models. This customer-centric approach and strong residual risk management protects clients from restrictive return conditions common in the industry.
Headquartered in Wolverhampton, Asset Alliance Group operates across six UK sites and is a subsidiary of leading private and commercial bank Arbuthnot Latham
