LSL Financial Services has appointed Neil Hoare as sales director of its financial services division.

Hoare (pictured), currently commercial director at HL Partnership, will take up his new position on 1 September.

In his new role, he will lead sales and recruitment activities at PRIMIS, LSL’s mortgage network, and its directly authorised club, TMA. His remit includes expanding the adviser base across both businesses while supporting the development of existing member firms.

He will report to Emma Hollingworth, chief distribution officer, financial services at LSL Group.

Commenting on the appointment, Hollingworth said: “Neil is well-known and highly respected in the mortgage industry and we’re very pleased to have him on board to head up sales across PRIMIS and TMA.

“He is joining us at a key moment, when our intention is to invest in more resources to engage with our firms and I know he has ambitious plans to develop and grow the business.

“I know he’ll be warmly welcomed when he starts in a few weeks’ time.”