Hollingworth is set to take up her role in September and joins from HSBC, where she was head of specialist lending. 

She previously worked for MPowered Mortgages for three-and-a-half years, and prior to that, she was the sales and marketing director at Bluestone Mortgages. 

Hollingworth also worked at Mortgage Advice Bureau (MAB) for two-and-a-half years, with her last role being strategic partnership director. Before that, she was at Intrinsic Financial Services for over eight years as the mortgage sales director. 

Richard Howells, group managing director for financial services at LSL, said: “We are thrilled that Emma is joining us. Her appointment is a key part of our continuing transformation of our business. The role will see her drive forward the front end of our business including recruitment, broker development, marketing and propositions.

“Emma’s background in both network and lender mortgage distribution, and her reputation in the UK mortgage market, will be invaluable as we develop our propositions for brokers and their borrowers. Her expertise and experience of the industry, including her knowledge of technology and data, will enable us to develop new propositions that will keep the financial services division at the forefront of broker innovation.” 

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Hollingworth (pictured) added: “I am delighted to be part of an organisation that has a very clear vision of its future in its key markets, and I look forward to being part of shaping the business for the benefit of all of our stakeholders.” 

LSL’s financial services division includes the Primis mortgage network and TMA mortgage club. At the end of the 2023 financial year, the division saw its profit rise to £5m, up from a loss of £7.2m the year before.