"His dynamic approach will be integral to driving the business forward, and we look forward to seeing him lead Fluent in their next phase of growth."
- Peter Brodnicki, CEO of MAB
Prior to this appointment, Martin Baker served as Head of Strategy & Planning at HSBC, following a promotion from Head of Mortgages & Protection in London. He’s also worked as Head of Operational Transformation at Co-op, Transformation Director of Premier Banking at Barclays, and a Business Consultant at Arthur Andersen & Co.
In his new role, Martin will be responsible for the continual growth of Fluent Money’s first charge and protection business, ensuring that its innovative solutions remain at the forefront of the industry. He will also oversee customer service and support Fluent Money’s long-term growth objectives.
“I’m excited to join Fluent at such a pivotal time for mortgage customers. Their easy-to-use, digital environment is entirely in tune with what customers need,” said Martin, “I look forward to working with the talented team here to build on their success and help forge further innovations to meet customers’ ever-evolving needs.”
Tim Wheeldon, CEO of Fluent Money, said “His proven track record and industry knowledge make him the ideal candidate to lead and continue to grow our mortgage and protection division. We’re confident that under Martin’s guidance, Fluent will continue to innovate and provide exceptional service to our customers.”
Fluent Money was acquired by the Mortgage Advice Bureau (MAB) in 2022, complementing the existing local/regional strategy delivered by the rest of MAB's growing distribution.
“Martin is a fantastic fit for Fluent and will further strengthen a hugely ambitious and dynamic leadership team. With the customer and introducer proposition the strongest it’s ever been, and with significant new lead sources continuing to be secured, this is a very exciting time for Martin to be joining,” said Peter Brodnicki, CEO of MAB.
