FlexiGroup chief executive Rebecca James is making good on her promise to shake things up at the finance company, with a left-field appointment of a chief revenue officer.Former REA Group executive general manager of media, content and markets, Elizabeth Minogue, will oversee FlexiGroup's sales growth.James, who joined the company last October, said in a statement: "Libby represents a new dynamic breed of executive for the digital age and we're delighted to have someone with her skill set join the company."At the company's half-year results briefing, James said a strategic review of the business had found that its product set was complex and out of date, its operations hampered by duplication and lack of scalability and its retail partnerships too heavily focused on bricks and mortar.The company is working through a simplification program that includes the consolidation of its Certegy and OxiPay "buy now pay later" operations into a single brand called humm.FlexiGroup has been left flat-footed by the emergence of competitors like Afterpay and Zip, in a market it has been involved in for a long time.Ultimately, it plans to cut the number of consumer facing brands from 12 to four. It will also retire some legacy systems. It has started work on a streamlined origination process with "instant credit decisions".The company claims 1.2 million active customers and transaction volume of $1.3 billion during the December half.Earlier this year, private equity company Tanarra Capital invested $25.1 million in the company by way of a placement, giving it 5.1 per cent of FlexiGroup equity. Tanarra Group founder John Wylie will be invited to join the FlexiGroup board.