LSL Financial Services has promoted Toni Smith to chief operating officer.
This role is an extension of her previous role of business operations director of Primis.
Smith (pictured) will be responsible for driving process efficiency across the business, managing the Primis proposition, and adviser and AR firm authorisations.
Smith said: “It is a very exciting time for us at Primis and I am delighted to start my new role as chief operating officer.
“We have big plans for 2018, and I will of course be bringing all of my past experience to this position to further strengthen the Primis brand and drive our significant growth plans.
“‘Primis’ is the Latin for ‘First’ and I absolutely want to position our business as the ‘first and foremost’ mortgage network.”