LSL Financial Services has appointed Matt Surridge as propositions director, a newly created position overseeing the development of broker services across its Primis network and TMA Club.
Surridge (pictured) will work with appointed representative and directly authorised firms to identify improvements to the support and services offered by both businesses.
His responsibilities will also include developing commercial opportunities, establishing strategic partnerships and identifying additional revenue streams intended to support brokers’ businesses.
The appointment brings together proposition development across Primis and TMA, with broker feedback expected to play a central role in determining future changes.
Surridge has more than 20 years’ experience in the mortgage industry and moves into the position from LSL-owned brokerage Linear Financial Solutions, where he had been director since February 2025.
Before joining Linear, he spent more than three and a half years at MPowered Mortgages, latterly as sales director. His previous employers also include Mortgage Brain, Countrywide and Lloyds Banking Group.
FOCUS ON BROKER SUPPORT
Emma Hollingworth, chief distribution officer at LSL Financial Services, said the new position reflects the group’s intention to continue investing in its intermediary proposition.
She said: “While we already have one of the strongest broker propositions on the market, as a company we are never content to stand still.
“By creating a dedicated propositions director role and bringing on board someone of Matt’s calibre, we want to show the market how seriously we take our responsibility to our broker partners and the trust they put in us.
“Matt understands what advisers need and has the experience to turn that into real improvements across Primis and TMA.”
Surridge said his immediate priority will be ensuring the group’s services respond to changing market conditions and the requirements of intermediary firms.
He said: “Brokers are operating in a fast-moving market and their needs are evolving just as quickly. My focus is on making sure the support we offer keeps pace, that it stays relevant, competitive and shaped around what advisers actually tell us they need.
“That means listening closely to our appointed representative and directly authorised firms, building new partnerships and opportunities that add real value, and ensuring our firms have the right support to enable them to thrive in the market of tomorrow.
“It’s a brief I’m delighted to have taken on, and I’m thrilled to be getting started.”
