Daniel Fullen will oversee the North, Simon Lovell the Midlands, Ronnie Marshall Northern Ireland and Liam Blackburn the South East.

Fullen joins from LSL FS subsidiary Linear Financial Solutions where he was a relationship manager, following eight years at broker The Mortgage Genie.

Prior to that, Fullen held roles at London & Country and Safeguard Financial Services.

Lovell returns to Primis from SimplyBiz, where he supported directly authorised firms, following a spell at Mortgage Club Finova.

He previously worked at Primis as an area supervision manager and has also held field-based roles at The Mortgage Alliance and Pink Home Loans.

Marshall, who has been with Primis since 2010, brings over 30 years’ experience, including senior roles at Ulster Bank, Abbey National and Pearl Assurance across advice, mortgage broking and business development.

Blackburn joins from The Openwork Partnership, where he worked to help firms recruit advisers.

He has also held roles at Primis before, across events management and broker services.

All four will report to LSL Financial Services sales director Neil Hoare.

They each will lead business development and recruitment as well as relationship management in their respective regions.

LSL Financial Services sales director for Primis Neil Hoare says: “It’s a pleasure to welcome Daniel, Simon, Ronnie and Liam into their new roles as regional sales managers.”

“Each brings valuable experience, deep market knowledge and, importantly, a first-hand understanding of what makes Primis such a trusted partner for advisers.”