West One Loans has strengthened its regional coverage with the appointment of two new regional account managers.

Asad Ali joins to oversee the North West of England, while Jason Ruse takes on responsibility for Central London.

Both will report directly to Paul Huxter, head of intermediary sales and distribution at West One.

West One is looking to provide more tailored, face-to-face support for brokers working across its residential mortgage and buy-to-let product ranges.

Ali brings more than 10 years’ experience as a business development manager, including a recent role at Santander.

Ruse joins from a senior leadership position at The Exeter and has a broad background in insurance and financial services.

Huxter said: “We’re delighted to welcome Jason and Asad to the team. Their combined experience and deep understanding of intermediary relationships will be invaluable as we continue to strengthen our presence in key regions.

“These appointments reflect our commitment to providing brokers with the local support and expertise they need to deliver the best outcomes for their clients.”