Personal Touch Financial Services has joined the Association of Mortgage Intermediaries (AMI).

The firm says it will play a “key” role in committee meetings, quarterly compliance forums and market discussions held by AMI.

Neil Hoare, head of commercial relationships at Personal Touch, said: “Our business strategy is intrinsically linked to the mortgage market so it makes great sense that we support AMI and continue to influence the market’s treatment of consumers by lenders both directly and indirectly.

“Armed with the additional market insight AMI and its other members can provide we are keen to ensure our own members will benefit from greater knowledge and understanding to adapt their own business models with minimal disruption as new demands and changing regulations evolve.”

Robert Sinclair, chief executive of AMI, said: “We are really pleased to welcome Personal Touch into the fold. AMI continues to grow and develop as the market recovers from the financial crisis and it is vital that all firms are represented in discussions with politicians, civil servants and regulators.

“However, a united voice to ensure that a combined industry position is delivered is essential and with all the large firms now in membership, AMI is well placed to ensure we achieve a balanced approach to our market.”