Eligible, a technology firm automating customer retention for the mortgage industry, has appointed ex-partner at John Charcol, Hemel Shah, as sales director.

Shah (pictured) will be responsible for the development of new B2B relationships.

He has spent many years working at a number of mortgage broking firms in the UK, including his last role as a partner at John Charcol.

Eligible combines digital journeys and behavioural analytics to nurture and retain client relationships.

Rameez Zafar, CEO at Eligible, said: “Hemel’s appointment shows our intention to always keep our customers at the heart of our business whilst pushing the technological envelope.

“Eligible is focused on building products that are innovative and relevant. Hemel’s experience in the mortgage industry, gives us vital input to create solutions that generate immediate value for the business whilst being simple and easy to use.

“Hemel is here to help us bridge the gap between our technology and what brokers want.”

Shah added: “The market has been inundated with technology that focuses on ‘digitising’ the sales process but retaining the client relationship has been overlooked.

“I have spent some time considering my next step and although there are numerous technology firms in the industry, there are few innovators genuinely looking to achieve the best outcome for both the broker and the client.

“I look forward to working with client focused businesses that are passionate about building great client relationships.”