In the role as national account manager for the later life lending firm, Cunliffe will support Les Pick, who took on the role of intermediary sales head at the start of the year.

Cunliffe will look to “further develop strategic relationships with intermediaries, networks and clubs across the UK” and continue to work closely with key accounts in the North.

Cunliffe joined LiveMore in 2022 as a key account manager for the North. Before that, he was a key account manager for Vida Homeloans for around a year.

Prior to that, Cunliffe was a business development manager (BDM) at Nationwide for around nine years. Before that, he worked as a mortgage adviser for around eight years.

Pick said: “Darren has shown great dedication to growing awareness and a deeper knowledge of LiveMore in the North. He has gained significant support for LiveMore by intermediaries and their clients. Darren’s new role is a rewarding next step on his career journey, in recognition of his dedication, commitment and commercial acumen.”

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Cunliffe added: “I’m looking forward to developing existing and new strategic business partnerships and growing the LiveMore business.”

The later life lending firm has been growing its team, appointing Eduard Akopian as head of finance, promoting Carly Chandler to compliance head and bringing on Sarah Wade as marketing head for intermediaries.

The firm also completed its first social bond residential mortgage-backed securitisation (RMBS) at £208.1m in June and has also removed its maximum age cap.