Mr Asante joins Lloyds as head of entrepreneurs at its Mayfair office following more than 18 years at private bank Coutts.

The private banker began his career as a private banker for 15 years before he was appointed as the entrepreneurs proposition leader in 2023 which he did for three years before he was made Coutts’ head of business growth and exits. 

The executive will be tasked with supporting founders and business owners across their personal and commercial needs, helping remove the barriers standing in their way, while bringing “the right expertise, relationships and financial solutions to help them build, scale and protect their businesses and personal wealth. Ultimately, it’s about creating an environment where great businesses, and the people behind them, can thrive.”

Mr Asante wrote a book in 2024 titled The Money Ladder, which was a three-step guide aimed at helping people make and grow their wealth. It was published by Hachette UK. He is also the Vice-Chair of Governors at a London college and a Trustee for two charities that provide personal development and mental health support to local communities. 

He also runs a social media page teaching financial literacy delivering “useful and practical information”.

Mr Asante announced his appointment on LinkedIn, writing: “A new chapter begins…I’m pleased to announce that I’ve joined Lloyds Private Banking as Head of Entrepreneurs, based in Mayfair.

“Entrepreneurs have always been a huge part of my career, and increasingly, my life outside of banking too. As an investor and advisor, I’ve seen first hand that building and scaling a business is about far more than just capital.

“It’s about having the right people around you. The right advice at the right time. The ability to navigate challenges and seize opportunities. That’s what makes this role particularly exciting for me.

“Together with my team, we’ll support founders and business owners across both their personal and commercial needs, recognising that, for entrepreneurs the two are inseparable. I’m genuinely excited about this new chapter and, more importantly, about the opportunity to make a positive contribution to the entrepreneur ecosystem.

“I’ve spent much of my career listening to entrepreneurs, understanding their challenges and helping them navigate moments of growth and change. Now I get to do even more of that, helping entrepreneurs prosper.”