Afin Bank has appointed Beth Jeffs (pictured above) as head of product and proposition.
Responsible for the bank’s lending and savings propositions, Beth joins from 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.
Beth will oversee the strategy of Afin’s lending products for the bank’s target customer base of borrowers who struggle to get home loans from mainstream providers.
She will also develop the bank’s savings proposition.
“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,” said Charles Resnick, chief financial officer at Afin Bank.
“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.”
Beth added: “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.”
