The Midlands-based, independent, whole-of-market advice firm business, which operates in England, Scotland and Wales, will specialise in mortgages, bridging, commercial, development funding and second charges with each team managed by a senior adviser.

Joe Breeden, managing director of Crystal Specialist Finance (pictured) said a focus group involving its advisers revealed mortgage advice was too general a description to explain its various specialisms.

“We found it restrictive,” he said. “This is all about customer retention.”

Crystal’s 2014 results saw the firm complete £664.3m worth of business, up almost 39% on 2013 driven by a 33% rise in completions.

The business also appointed Damien Druce as head of distribution and development to secure exclusive broker relationships and recently entered into a preferred partnership agreement with The Right Mortgage and Protection network which was founded by former PTFS Chairman, Martin Wilson.

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Breeden, said: “The business was founded 36 years ago, since which time Crystal has established itself firmly as a quality name in the commercial finance packaging sector through an unwavering dedication to customer service and product sourcing.”