LiveMore has hired a new director of marketing as the later life lender looks to extend its reach to consumers.  

The business has appointed Ben Bailey to the post, and says that although the bulk of its distribution is through the intermediary market, selling “direct to consumers is also on its radar going forward”.  

Bailey joins the firm from Even, an equity lender for first-time buyers, where he was chief marketing officer for three years and part of its founding team.  

Prior to that, he was head of brand at protech business Nested for almost three-and-a-half years. Earlier in his career, he worked for US car-sharing firm Zipcar in a variety of posts for over four years, leaving in December 2012.  

Bailey says that financial exclusion is one of the “burning injustices of our time”.  

He adds: “Just as first-time buyers are excluded at one end of the scale, so are older borrowers at the other end.”  

LiveMore chief executive Leon Diamond says: “We’re on a mission to deliver more choice and better outcomes for a woefully underserved market, and the growth and developments within our marketing team are an exciting step along the way.”