Helen Walsh Becomes Marketing Director at Afin Bank
19 November 2025
Walsh is promoted to the new role after just over a year with the bank
Helen Walsh has been promoted to Marketing Director at specialist mortgage lender and savings provider, Afin Bank.
Walsh joined Afin as Head of Marketing last year before it had received its licence and created the bank’s multi-channel go-live strategy for its launch in July this year, raising awareness of its mortgage and savings propositions to brokers and customers.
Joining Afin from Together Finance, where she was Head of Digital Marketing and CRM, Walsh has a huge amount of experience in financial services, including with Aldermore Bank and Premierline Direct insurance.
Walsh is responsible for all of Afin’s marketing activity, including online, broker channels and direct to the diaspora communities of people from overseas living and working in the UK, which is one of the bank’s core targets of underserved borrowers.
Walsh said: “Afin is a truly unique bank as we exist to help borrowers who would normally struggle to get a mortgage. A really important part of my job is to understand their needs and engage with them in a way that shows we’re here to help them get the mortgage they need and deserve.
“Having been part of the journey from building the brand from inception, through to launch, and now bringing it to life in the real world, it’s been incredibly rewarding to see how our vision is resonating with our target audiences.
“The journey so far has been exciting, and it’s been great working with so many talented and motivated people - from the senior executives and the Board, through to our vital broker partners and my own team. I’m looking forward to helping make Afin even more successful.”
Nicola Tunney, Chief Operating Officer for Afin Bank added:
“This promotion is recognition of the great work Helen has done in such a short period of time to not only launch the bank but also tell people why it exists, helping to drive interest from mortgage borrowers and savers.”
Afin Bank was set up to help borrowers who are underserved by mainstream lenders because of their circumstances, including the self-employed, qualified professionals, high net worth borrowers and people from overseas living and working in the UK on a valid work visa.
For more information about Afin Bank visit www.afinbank.com follow it on LinkedIn and @AfinBankUK on X and Instagram.
