Gen H has appointed Sara Palmer as its new sales and distribution director.
Palmer has over 30 years of experience in the intermediary mortgage market.
Her most recent role was sales and distribution director at Shawbrook Retail Mortgages, where she was responsible for the sales strategy of both The Mortgage Lender (TML) and Bluestone Mortgages as well as the business development and corporate account teams. She also served on the IMLA Management Committee in 2025.
Before joining Shawbrook, Palmer spent fourteen years at Santander for Intermediaries.
In her new role, she reports to Gen H Chief Commercial Officer Pete Dockar.
Palmer will join the Gen H management team and executive committee. She will lead Gen H’s distribution and business development efforts, with a particular focus on strengthening lender relationships, and will represent Gen H on the Intermediary Mortgage Lenders Association (IMLA) Executive Committee.
Commenting on her appointment, Palmer said: “I am extremely excited to start this new chapter with Gen H and its fantastic team. I will be working at a lender whose innovation is truly driven by its clear passion for unlocking homeownership for more borrowers.”
“Intermediaries play such a key role in distributing progressive products like those for Gen H, and I very much look forward to building strong relationships with our panel in the coming months and years.”
Dockar added: “Gen H is at an exciting stage of its growth. We have launched a number of truly innovative propositions this year, and our intermediaries play a crucial role in ensuring our products reach those we can best help.”
“Our panel has shown tremendous enthusiasm and dedication and has fully embraced each launch. With Sara’s appointment, we are able to provide better service and reach more customers than ever before. Sara will be a game-changer for Generation H, and I can’t wait to see where she takes us.”