Edmunds (pictured) has 25 years’ experience in account management and mortgage sales, with the most recent post at Sequence and Countrywide.
He will be joining an existing field team of six BDMs across England, as well as six desk-based support team members in Cardiff.
The appointment also marks Principality’s first BDM presence in the Southern region, covering Kent, Sussex, Surrey, and Hampshire.
Two posts are also currently being recruited in the East Midlands and East of England.
Edmunds commented: “Principality’s continued expansion and commitment to the intermediary mortgage market makes it an exciting time to join the team.
“I’m looking forward to being the first business development manager for Principality in the South of England. My key priority will be to work with new brokers and build strong business relationships, making sure I provide great support.”
Shaun Middleton, head of regulatory sales at Principality, added: “Geoff has a wealth of experience and knows how important the client is to a broker’s business. His appointment will add insight and talent to our team.
Middleton continued: “Our brokers have told us they want additional face to face support around England and we have recruited brilliant people like Geoff to help do this.
“The great work our business development managers do on the ground is complemented by the dedicated office team we have to support our key accounts. We are already reaping the benefits of our growth strategy and hope to build on our success this year.”