Afin Bank has appointed Beth Jeffs as head of product and proposition, responsible for the development strategy for the bank’s lending and savings propositions.

Jeffs joins from the Nottingham Building Society where she was senior mortgage propositions manager. She has previously held roles at providers including HSBC, Coventry Building Society and Sainsbury’s Bank in product and credit risk areas.

She will oversee the strategy of lending products for Afin’s target customer base of borrowers who struggle to get home loans from mainstream providers because their circumstances do not meet lenders’ inflexible product and affordability criteria.

This currently includes the self-employed, people with multiples income streams, qualified professionals, high-net-worth borrowers and foreign nationals working in the UK on valid visas, but the bank says it is also looking at how it can help other emerging customer segments.

Speaking of her decision to join Afin, Jeffs said: “I like the vision that Afin has; wanting to help customers that aren’t served by the high street lenders. There are still lots of people who find it hard to access lending, even if they are credit worthy, because they are not looked at as an individual by lenders.

“This is an exciting challenge because Afin is still growing, so I can use my experience and insight to help shape the direction of travel. The mortgage and savings sectors are a crowded and competitive space, so Afin needs to stand out and show brokers, borrowers and savers why we are different and how we support them.”

Jeffs will report into Charles Resnick, chief financial officer for Afin Bank, who takes on responsibility for the bank’s lending and savings strategy, overseeing a product roadmap for the growing bank which only launched last year.