Eugene Esterkin, managing director of the specialist short term lender, said: "Since Roger joined us he has done a terrific job and has had a free reign to use all the skills he has learnt over the years in the specialist sector to help build our company.
"This appointment shows our mutual long term desire and commitment to building Affirmative and helping us diversify into other areas.
"We have always been committed to the intermediary market and never stopped lending during these very tough economic times. The permanency of Rogers appointment means we can further build on what we have achieved to date with packagers, distributors, networks and the intermediary market as a whole."
Morris added: “I have worked with Eugene and fellow director Gary Lederberg since Affirmative started in 2004. When I joined them in 2008 on a full time basis it gave me a chance to work with them very closely and to understand fully from the inside and see clearly the direction they should and will evolve into in the coming years.
"My aim is to carry on working and developing a multi distributional route for Affirmative to grow, based around a broker centric operation with a national brand everyone identifies with.
"There has been a lot of speculation as to when I would move on and maybe start a company again on my own. But my passion for what I am doing at Affirmative and this fantastic opportunity was a chance to build something very special and I have know my long term future lies with this very special company.”
And Lederberg added: "The promotion of Roger to our experienced team adds yet further dimension and strength to our structure and emphasizes our commitment to growing this company and the senior team we have at Affirmative continues striving to maintain itself as the pre-eminent brand in bridging and short term finance whilst also looking carefully for expansion in other sectors. Roger's appointment is only good news for this business and the sector."
