Fluent Money has appointed Martin Baker as director of mortgages and protection in a newly created role.
Joining the business on 8 July, Baker joins the financial solutions provider having held roles at Co-op and Barclays, and most recently as HSBC’s head of strategy and planning.
He will be responsible for continuing to grow their first charge and protection business and overseeing customer service, while also focussing on optimising operational efficiencies and driving strategic initiatives that support Fluent’s long-term growth objectives.
Tim Wheeldon, CEO at Fluent Money, said: “We’re delighted to welcome Martin to the Fluent Money team.
“His proven track record and deep industry knowledge make him the ideal candidate to lead and continue to grow our mortgage and protection division.
“We’re confident that under Martin’s guidance, Fluent will continue to innovate and provide exceptional service to our clients.”
Baker said: “I’m excited to join Fluent Money at such a pivotal time for mortgage customers.
“Their easy-to-use, digital environment with minimal friction is entirely in tune with what customers need.
“I look forward to working with the talented team here to build on their success and help forge further innovations to meet customers’ ever-evolving needs.”
Fluent Money was acquired by Mortgage Advice Bureau (MAB) in 2022.
Peter Brodnicki, CEO at Mortgage Advice Bureau, added: “Martin is a fantastic fit for Fluent, and will further strengthen a hugely ambitious and dynamic leadership team.
“With the customer and introducer proposition the strongest it’s ever been, and with significant new lead sources continuing to be secured, this is a very exciting time for Martin to be joining.
“His dynamic approach will be integral to driving the business forward, and we look forward to seeing him lead Fluent in their next phase of growth.”