Swansea Building Society has promoted Sioned Jones to area manager, West Wales, with effect from 1 January 2026.
The move extends Jones’s remit beyond Carmarthenshire, Ceredigion and Pembrokeshire to include responsibility for the wider Swansea, Neath and Port Talbot regions, as the mutual looks to strengthen its presence and service delivery across Wales.
Jones, a fluent Welsh speaker with strong roots in West Wales, joined the Society in 2015 as branch manager of its then newly established Carmarthen regional office. She brought with her more than 30 years’ experience in banking, including a long career at Midland Bank, later HSBC, where she worked primarily in commercial banking.
Having built strong relationships with professional advisers and the business community across south west Wales, she was appointed area manager west Wales in 2020.
Since then, the Carmarthen branch has recorded rapid growth in both savings and mortgage balances, establishing itself as a trusted regional presence. The Society said this performance reflected its focus on face to face customer service alongside the expansion of its digital offering.
Increased demand has led to investment in larger premises on Blue Street in Carmarthen, alongside the recruitment of additional staff.
Jones has specialist experience across residential and non-standard property lending, including smallholdings, self-builds, renovation projects, buy-to-let and holiday let properties, bridging loans and interest-only mortgages.
The Society said this breadth of expertise has supported its growth in bespoke and flexible mortgage solutions.
Jones said: “These are exciting times to take on these additional responsibilities, and I look forward to working with the Swansea and Mumbles branch teams.
“We have a dedicated group of people who are committed to offering the highest level of service to our customers, and I look forward to continuing supporting their growth.
“I look forward to sharing my knowledge and continuing to provide face to face appointments for the more complex cases relating to company directors or the self-employed. In addition, I and the majority of my staff can conduct business through the medium of Welsh.”
Alun Williams, chief executive officer at Swansea Building Society, said: “Sioned has been integral to our success in West Wales over the past decade.
“Her experience, local knowledge and passion for serving members make her the ideal person to lead our activity across both Swansea and West Wales. We are delighted to recognise her exceptional contribution with this expanded leadership role.”
Jones will remain based at the Society’s Carmarthen office while working across both regions as she takes up her expanded responsibilities in the new year.
