Managing director Simon Checkley confirmed the broker firm would also be seeking out other potential regions to establish offices where the opportunity presented itself.
The new office in Shrewsbury will be headed by director Ryan Garbett, who has spent the past six years building the firm’s presence in the area.
He is joined by three colleagues, with scope for up to 20 members of staff in total as the business eyes future growth.
Private Finance said the location of the new office was in easy proximity to additional key local markets including Liverpool, Manchester and Birmingham.
It added that Garbett had witnessed a growing demand for advice on complex and mainstream cases in the area.
Significant local demand
Garbett said: “The success we have experienced in the Midlands and the North West in particular demonstrates there is significant local demand for complex prime as well as mainstream mortgage advice, which has traditionally only been available through London-based firms.
“Our objective is to bring clients together with the growing number of lenders looking to promote themselves in the area.”
Checkley said that being in a position to expand against the backdrop of a sluggish housing market was testament to the business.
“We pride ourselves on the diversity of our lender network, going beyond the mainstream to find the perfect solution for our clients’ varied needs and circumstances,” he said.
“As brokers become increasingly automated, quality human interaction is a key differentiator.
“A local office, staffed by brokers with a genuine understanding of the area, will bring significant benefits to clients. We are looking to establish offices in other regions where the opportunity arises.”
The brokerage is set to celebrate its 20th anniversary in October, having been founded in 1999 by Checkley.