Palmer has more than 30 years of experience within the intermediary mortgage market.

Her most recent position was sales and distribution director at Shawbrook Retail Mortgages, with responsibility for both The Mortgage Lender (TML) and Bluestone Mortgages sales strategy and for the business development and corporate account teams. She also served as a management committee member for the IMLA in 2025.

Prior to her work with Shawbrook, Palmer spent 14 years at Santander for Intermediaries.

In her new role, she will report to Gen H chief commercial officer Pete Dockar.

Palmer will join Gen H’s management team and its executive committee. She will lead Gen H’s distribution and business development activities with a particular focus on strengthening the lender’s broker relationships, and will represent Gen H on the Intermediary Mortgage Lenders Association (IMLA) executive committee.

Commenting on her appointment, Palmer says: “I am extremely excited to begin this new chapter with Gen H and its fantastic team. I am joining a lender whose innovation is genuinely driven by its clear passion for unlocking homeownership for more borrowers.”

“Intermediaries play such a key role in distributing forward-thinking products like Gen H’s, and I am very much looking forward to building strong relationships with our panel in the coming months and years.”

Dockar adds: “Gen H is at an exciting stage in its growth. We’ve launched a number of genuinely innovative propositions this year, and our intermediaries play a critical role in ensuring our products reach those who we’re best positioned to help.”

“Our panel has shown immense enthusiasm and dedication, embracing each launch wholly, and with Sara’s appointment, we’ll be in a position to provide better service and reach more customers than ever before. Sara will be a game-changer for Gen H, and I can’t wait to see where she takes us.”