LSL Financial Services has appointed Matt Surridge to a newly created role of Propositions Director as it looks to cement and build on its already market-leading broker offering.
In his new role, Surridge leads the development of LSL's broker proposition across the Primis network and TMA Club.
That involves working closely with appointed representative and directly authorised firms, turning their feedback into proposition improvements which keep both brands' services and support relevant, competitive and aligned with brokers' needs.
Surridge's remit also includes developing new commercial opportunities, strategic partnerships and revenue streams that add value for brokers and support their growth and development.
Surridge has more than two decades of experience in the mortgage market and, prior to his new role, was Director of LSL-owned brokerage Linear Financial Solutions, which he joined in February 2025. Before that, he spent more than three and a half years at lender MPowered Mortgages, latterly as Sales Director, following earlier roles at Mortgage Brain, Countrywide and Lloyds Banking Group.
Emma Hollingworth, Chief Distribution Officer at LSL Financial Services, said: "While we already have one of the strongest broker propositions on the market, as a company we are never content to stand still.
"By creating a dedicated Propositions Director role and bringing on board someone of Matt's calibre, we want to show the market how seriously we take our responsibility to our broker partners and the trust they put in us. Matt understands what advisers need and has the experience to turn that into real improvements across Primis and TMA.
"We have exceptional brands, talented people and deep relationships across the market. Investing in the people who shape our proposition is exactly how we build on that strength and keep delivering for brokers."
Matt Surridge, Propositions Director at LSL Financial Services, said: "Brokers are operating in a fast-moving market and their needs are evolving just as quickly. My focus is on making sure the support we offer keeps pace, that it stays relevant, competitive and shaped around what advisers actually tell us they need.
"That means listening closely to our appointed representative and directly authorised firms, building new partnerships and opportunities that add real value, and ensuring our firms have the right support to enable them to thrive in the market of tomorrow. It's a brief I'm delighted to have taken on, and I'm thrilled to be getting started."
