"Claire will also add value by coaching and mentoring the sales team and building our market knowledge within the specialist lending sector."
Claire will be responsible for driving sales performance within the region, meeting sales targets and developing new broker relationships.
Claire has over 18 years of financial services industry experience with previous roles at Metro Bank and Legal & General.
Louisa Sedgwick, director of mortgage sales at Vida Homeloans, commented: “Claire brings a wealth of knowledge to Vida Homeloans and we’re confident that her skills and past experience will benefit us enormously, particularly when it comes to building and maintaining key relationships with brokers, which is vital to our business.
“At the same time, Claire will also add value by coaching and mentoring the sales team and building our market knowledge within the specialist lending sector.”
Claire Askham added: “Working across different aspects of the industry has given me a unique perspective from both a lender’s and a financial adviser’s point of view, which will help me to drive sales and lead the team forward.
“Vida has made a real difference to the intermediary market since its launch in 2016, and I hope to play an integral role in contributing towards this great momentum by building on existing intermediary relationships whilst also making new ones.”