Afin Bank has appointed Sally Veitch to its board as an independent non-executive director, bringing a blend of financial services and retail experience to the specialist lender.

Veitch (pictured) currently sits on the boards of SME lender LHV Bank and mortgage provider Perenna, and has previously served as a non-executive director at Tipton & Coseley Building Society, Redwood Bank and Market Harborough Building Society.

Before moving into financial services, she spent more than 13 years at Home Retail Group, the parent company of Sainsbury’s and Argos, including nearly four years as finance director for its financial and customer services division.

She said: “What attracted me to Afin is that it’s a unique proposition with a truly customer-focused approach, so it sits in the sweet spot of my experience in financial services and retail.

“At a time when digital has replaced real customer service in so many areas, it’s refreshing to join a business that has taken time to understand the needs of an important but underserved customer base.

“I really like the people at Afin as well and have enjoyed meeting them all. They are all so positive, have a can-do attitude and are really committed to our mission. I’m delighted to be joining the bank at such an exciting point in its journey.”

Katrina Arnold, chair of Afin Bank, said Veitch’s background made her “a valuable addition” to the board, highlighting her experience of providing financial services in a retail environment.

“She knows the regulated environment, but she also understands how important it is to listen to the customer. Her insight and expertise will be invaluable to Afin,” she said.

Afin Bank focuses on borrowers who find it difficult to secure finance from mainstream lenders due to their circumstances, including the self-employed, qualified professionals, high-net-worth clients and people from overseas working in the UK on a valid visa.