LiveMore has appointed a new director of marketing as part of its plans to expand its reach into the consumer arena.

The bulk of LiveMore’s distribution is via the intermediary market but it is also looking towards direct-to-consumers in the future.

Ben Bailey (pictured) has a background of growing consumer-focused tech start-ups and joins LiveMore from Even, an equity lender for first-time buyers, where he was part of the founding team.

Previous companies he has worked for include Zipcar, MyBuilder and Nested.

Bailey said: “I am motivated to solve the burning injustices of our time, and financial exclusion is one that affects so many. Just as first-time buyers are excluded at one end of the scale, so are older borrowers at the other end.

“I’m fortunate to have been at the forefront of the growth and exit of businesses that have a relentless focus on great customer outcomes. LiveMore‘s values closely align with mine on customer dedication and I’m looking forward to contributing to our growth and making us the default option for borrowers in their 50s and beyond.”

Leon Diamond, CEO at LiveMore, added: “I’m thrilled to welcome Ben as we continue to shake up the 50-90+ lending landscape on an increasing scale.

“We’re on a mission to deliver more choice and better outcomes for a woefully underserved market, and the growth and developments within our marketing team are an exciting step along the way.”