Mortgage Advice Bureau (MAB) has appointed Alan Longhorn as transformation director for customer acquisition.

Longhorn, who joins the intermediary in January, will report to chief operating officer Yaiza Luengo and brings nearly 20 years of senior experience in financial services.

He previously served as head of sales, marketing and distribution for mortgage services at the Bank of Ireland, where he oversaw strategic leadership across revenue generation, market positioning and distribution channels.

Before that, he spent seven years at RBS in a series of senior posts, including regional director, area director and brand engagement manager.

Longhorn said he was looking forward to helping MAB evolve its business model in line with shifting consumer behaviour. He said: “I’m excited to join MAB as it continues to pivot its business model to reflect changing consumer behaviour and new customer acquisition opportunities.

“We have a significant opportunity to strengthen processes, drive efficiency, and deliver outstanding outcomes for both customers and our brokers.

“I look forward to supporting Peter and the team in finding new, innovative ways to drive lead flows, broaden MAB’s reach, and improve conversion and productivity.”

Peter Brodnicki, chief executive of MAB, said Longhorn’s background and energy would help the group further develop its customer acquisition strategy. He said: “Alan has had a fantastic record of achievement from the very outset of his career, and is incredibly driven and entrepreneurial, making him a fantastic fit for the business.

“There has never been a more exciting time to join MAB, and we’re looking forward to working with Alan and supporting him with the huge opportunity he has within customer acquisition.”