Afin Bank has appointed Beth Jeffs as Head of Product and Propositions, responsible for the development strategy of the bank’s savings and lending propositions.
Jeffs joins from Nottingham Building Society where she was Senior Mortgage Proposals Manager. She has previously held roles at providers including HSBC, Coventry Building Society and Sainsbury’s Bank in the areas of product risk and credit.
She will oversee the lending product strategy Requests Targeting a customer base of borrowers who struggle to obtain home loans from major providers because their circumstances do not meet lenders’ inflexible product and affordability standards.
This currently includes the self-employed, people with multiple 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.
Speaking about her decision to join Afin, Jeffs said: “I like Afin’s vision; the desire to help customers who are not served by mainstream lenders. There are still a lot of people who have difficulty accessing lending, even if they are credit worthy, because lenders don’t see them as individuals.
“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.”
Jeffs will report to Charles Resnick, Afin Bank’s CFO, who is responsible for the bank’s lending and savings strategy, overseeing the product roadmap for the growing bank that launched only last year.
