In the new role, Sedgwick will oversee the “strategic development” of the lender’s buy-to-let product proposition, which includes pricing and distribution.
She will also focus on product innovation for professional landlord customers and increase the speed of new products to market, as well as the green agenda for new business and existing properties.
She will join the firm on 3 April and report to Paragon’s managing director of mortgages Richard Rowntree. Sedgwick will also be part of the division’s leadership team.
Sedgwick was most recently at Hampshire Trust Bank, joining the firm in October 2021 as deputy managing director for specialist mortgages and was promoted to managing director for specialist mortgages in January.
In November, HTB appointed Chris Daly as managing director for specialist mortgages while Sedgwick took on the role of managing director as part of the commercial leadership team.
Sedgwick has worked in financial services for over 30 years, having held roles at Bradford and Bingley, Vida and Leeds Building Society.
Rowntree said: “Louisa brings a wealth of experience, which complements the skills and knowledge we already have in our team, to help us continue to drive the business forward.
“This is an exciting time for the buy-to-let business given the growth and pace of change in our market, and this new role will help ensure we are developing the right products for intermediaries and professional landlords, in line with our strategy and vision.”
‘Need to expand PRS more pressing than ever’
Sedgwick added: “I am hugely excited to get stuck into this role. Paragon has a fantastic reputation in the market, its ambitions and culture match my own and I’ve been impressed with Richard’s vision for the buy-to-let business.
“I want to support the business to achieve its strategic objectives and propel its growth through delivering compelling products for our landlord customers.”
She continued: “The need to expand the UK’s private rented sector is more pressing than ever before and professional landlords will be driving the growth. The market also needs to address the energy efficiency improvement of stock and I am looking forward to finding solutions to help landlords achieve that.”
