Nazia Yaqub previously held roles at Royal Bank of Scotland and Barclays.
Hanley Economic Building Society launched a self-build direct to intermediaries’ proposition in 2018.
Developers believe the government initiative has supported their plans to invest in the Midlands.
One update includes minimum income for interest-only applications being reduced from £35,000 to £15,000.
The majority of the respondents to the consultation supported the scheme.
The five-year facility will fund the 257-unit build-to-rent scheme.
Self-employed borrowers and those with CCJs and defaults will be considered for the mortgages.
Whitfield was previously with Wellesley and Co-Operative Bank.
The brokerage has moved to larger offices in London and Manchester to accommodate more staff.
It was estimated there were 37,220 starts in Q2.