Afin Bank has appointed Beth Jeffs as head of product and proposition, where she will manage the development strategy for the bank’s lending and savings propositions.
Jeffs joins from the Nottingham Building Society where she was senior mortgage propositions manager. She has previously held roles at HSBC, Coventry Building Society and Sainsbury’s Bank in product and credit risk areas.
In her new role, Jeffs will oversee the strategy of lending products for Afin’s target customer base of borrowers who struggle to get home loans from mainstream providers.
This currently includes the self-employed, people with multiples income streams, qualified professionals, high-net-worth borrowers and foreign nationals working in the UK on valid visas, but the bank says it is also looking at how it can help other emerging customer segments.
Beth Jeffs said: “I like the vision that Afin has; wanting to help customers that aren’t served by the high street lenders. There are still lots of people who find it hard to access lending, even if they are credit worthy, because they are not looked at as an individual by lenders.
“This is an exciting challenge because Afin is still growing, so I can use my experience and insight to help shape the direction of travel. The mortgage and savings sectors are a crowded and competitive space, so Afin needs to stand out and show brokers, borrowers and savers why we are different and how we support them.”
Charles Resnick, chief financial officer for Afin Bank, commented: “Having recently taken on overall responsibility for the bank’s product strategy it was key that we hired someone with experience in the sector and philosophy of product innovation, as we grow the bank. Beth is a key strategic addition to our team, bringing an important focus on the development of mortgages and savings accounts that combine Afin’s technical ability and understanding of the marketplace to create products that customers want and need.
“Her experience of both the banking and mutual sectors is invaluable in helping us to balance our commercial objectives while ensuring we maintain our customer-first approach for people who are underserved in the UK.”
