As managing director of Runpath he was reportedly instrumental in growing the business.

Brian Brodie, chief executive at Freedom Finance, said: “J-P’s appointment comes at an exciting time for Freedom Finance, as we continue to expand our product offerings to help customers make better financial choices.

“J-P’s experience in this market perfectly complements the experience of the rest of the Freedom board and I very much look forward to working with J-P over the years ahead.”

Wilkins added: “I remain convinced that the winners in this market will be businesses who use data and technology to make it easier for customers to access products of relevance to them.

“I am excited to work with an innovative and customer-centric team and look forward to supporting them in delivering Freedom Finance’s goal of becoming the pre-eminent consumer lending platform in the UK.”