The Hinckley & Rugby Building Society has announced the appointment of its new head of mortgage sales.

Laura Sneddon joins the Society with more than 20 years’ experience in the mortgage industry, including major roles within the specialist Intermediary sector.

Sneddon (pictured) said: “I knew from my first conversation with Hinckley & Rugby that it’s exactly the right job for me. I feel I’m in the right place, at the right time, to develop specific broker relationships to meet the needs of today’s untypical borrowers. Those brokers, the Society, and I personally, share precisely the same values and goals.”

One of her main goals is to seek out new opportunities and to engage with new Intermediary partners, in markets where the Society is not so well-known.

She explained: “I’m in a position to influence product development and decision-making for the direct benefit of brokers and their clients. And I have an amazing team of enthusiastic professionals who are committed to the same journey. We are actively looking at specific demographics, to pinpoint where the Society’s flexible approach can deliver positive outcomes for deserving clients whom many lenders discriminate against.”

An example of this is Hinckley & Rugby’s Income Flex mortgages. Unlike most lenders, who reserve their enhanced income multiples for high earners, their Income Flex products have no minimum income requirement. And their high x5.5 income multiple considers income that’s derived from multiple sources.

Sneddon added: “This is why I love my new role: the Society continually demonstrates its commitment to helping all borrowers who need to maximise their borrowing potential, and that’s so important in today’s financial climate.”