Baker joins from HSBC where he was head of strategy and planning and has also held senior roles at Co-op and Barclays. Baker has worked in the retail and financial services industry for 25 years, with a focus on customer experience.

In this new role with Fluent Money he will be responsible for continuing to grow their first charge and protection business and will oversee the company’s customer service. He will also focus on optimising operational efficiencies and driving strategic initiatives that support Fluent’s long-term growth objectives.

Fluent Money was acquired by Mortgage Advice Bureau (MAB) in 2022. The company said this appointment forms a major part of its strategic aims to strengthen its market position and enhance the service offered to clients.

Mortgage Advice Bureau CEO Peter Brodnick says the appointment would help drive the company forward in its next phase of growth. He said Baker was a good fit for the company and “would strengthen a hugely ambitious and dynamic leadership team”.