Prior to this Richards served as area director, responsible for growing CAL’s presence across Wales and the South West of England.

Richards joined CAL in 2020, and built a broker base in the region, growing it to nearly 500 brokers.

He has worked in financial services for close to 30 years, holding senior leadership roles at Principality Building Society and HSBC.

In his new role, Richards will lead CAL’s team of area directors.

Speaking about his appointment, he said: “CAL’s journey in recent years has been extraordinary, and I’m proud to have played a part in that growth. As sales director, my focus will be on supporting and developing our people in order to accelerate our expansion, listening closely to the needs of our brokers and estate agents, and delivering a service so strong that working with CAL becomes an easy and enduring decision.”