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Toni Smith appointed chief operating officer of LSL Financial Services

  • 09/03/2018
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Toni Smith appointed chief operating officer of LSL Financial Services
Toni Smith has been promoted to chief operating officer at LSL Financial Services, as the business continues to grow.


In the new role, Smith’s responsibilities will include driving process efficiency across the business, and looking after the Primis network proposition, which has recently been formed off the back of a merger between Pink and First Complete.

She will also manage adviser and appointed representative (AR) firm authorisations.

Smith’s new position is a natural extension to her previous role as business operations director of Primis, a spokeswoman for LSL today said.

Smith added: “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.”

Earlier this year, LSL bought mortgage network Personal Touch as part of plans to grow distribution.

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