A new executive steps into a pivotal role
Kind Lending has appointed Geri Farr as its new senior vice president of West retail sales, the company announced Tuesday.
According to a news release, Farr brings to the role more than a decade of leadership experience in the mortgage industry. Farr is expected to oversee retail sales operations across the Western US, supporting Kind Lending’s regional growth. She will lead efforts to optimize services, drive performance, and expand retail operations throughout the West.
The company highlighted that her appointment comes as Kind Lending positions itself as a leading player in the mortgage space, leveraging technology and service to streamline the home financing experience.
“Kind Lending is growing faster than ever, and Geri’s leadership will help us continue this momentum,” said Tammy Richards, president of retail at Kind Lending, in a statement. “Her ability to empower teams and drive innovative solutions perfectly aligns with our mission to expand while maintaining a culture of excellence and collaboration.”
Farr has been described as presenting a people-centric leadership style with a focus on operational efficiency and sales growth. Throughout her career, she has cultivated long-term partnerships, prioritized team development and emphasized client engagement, Kind Lending noted.
“I’m excited to be joining Kind Lending at such an exciting time in its growth,” Farr stated. “What drew me here is the company’s energy, its commitment to people, and the opportunity to help shape something meaningful.”
The addition of Farr to the executive team is expected to support the lender’s efforts to sustain growth and deepen connections with borrowers and partners in the region.
Earlier this year, Kind Lending demonstrated its commitment to industry leadership at MortgageCon 2025 in Orlando. The company introduced the #KindMovement, emphasizing support for mortgage brokers through tools, resources, and a collaborative culture.
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