Leasing giant Alphabet has launched a dedicated broker service for the first time.

The BMW-owned all-makes leasing firm previously carried out broker business on an ad hoc basis, but is now looking to ramp up the business and put it on a more official footing.

Called the Alphabet Broker Channel, it has the aim of promoting prestige and electric vehicles to SME businesses through a broker network.

Alphabet has also built a new IT platform, which will give Alphabet’s broker partners full access to a suite of funding and ancillary products.

The leasing firm will initially be working with brokers it has dealt with in the past, but now on a more formal basis.

“We’re delighted to announce the launch of our first-ever dedicated broker channel,” said Richard Schooling, CEO at Alphabet.

“Brokers are a hugely important part of the vehicle rental industry, increasing access to mobility services for thousands of SME organisations nationally.

“Partnering with a select few highly experienced and approved broker organisations will allow us to provide a greater number of companies with fully integrated, fit-for-purpose, mobility services – a key objective for Alphabet.”

As part of the launch Gavin Davies, Graham Conway and Richard Chadwick have joined Alphabet’s rapidly growing management team.

Davies, who previously held two regional director roles at Leaseplan, at both Network (Leaseplan Group) and also Leaseplan’s corporate client division, brings more than 11 years’ experience in the fleet sector and takes the lead as head of indirect sales at Alphabet.