Paradigm Mortgage Services has added Hinckley & Rugby Building Society (HRBS) to its lender panel.

The mutual is represented primarily in larger towns and cities across the East Midlands, but also lends across the country. It looks at applications on a case-by-case basis.

HRBS will offer up to 90% LTV on most new-build houses and flats, as well as flexible buy-to-let criteria that considers applicants without a wealth of property investment experience.

The building society also offers a a dedicated point of contact who handles the case from start to finish.

Bob Hunt, chief executive of Paradigm Mortgage Services, said: “We constantly evaluate our lender partners to ensure that we are offering our firms a panel that includes elements from all areas of the market and is representative of the entire spectrum. Part of this process involves identifying new partners and, with Hinckley & Rugby we felt they covered the best of both worlds – a broad geographic reach while still maintaining the personalised service that made them a success in the first place.

“Their common-sense attitude to assessing and underwriting cases on an individual basis also makes a refreshing change at a time when some lenders are sticking rigidly to a box-ticking approach. We are confident this announcement marks the start of a successful relationship that benefits not just our member firms, but also offers Hinckley & Rugby a distribution channel that guarantees them quality applications.”

Carolyn Thornley-Yates, business development manager at Hinckley & Rugby Building Society, added: “Hinckley & Rugby is always keen to work with introducers seeking competitive products and outstanding service. Teaming up with Paradigm is a great way to enhance business for us and for its introducers.

“We have a shared ethos of treating every customer in an individual way and we look forward to a long and successful partnership with Paradigm and its members.”