Kind Lending has appointed Geri Farr as Senior Vice President of West Retail Sales. With more than a decade of leadership experience in the mortgage industry, Farr is set to spearhead the company's retail sales initiatives across the Western United States.
Farr’s career has been defined by her strong focus on operational efficiency, sales growth, and empowering teams. Her arrival marks a significant step in Kind Lending’s strategy to scale its West Coast operations while upholding its reputation for innovation and a collaborative company culture.
“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. “Her ability to empower teams and drive innovative solutions perfectly aligns with our mission to expand while maintaining a culture of excellence and collaboration. We're confident that Geri will play a crucial role in our continued success.”
Farr is recognized for cultivating team cultures rooted in development, connection, and long-term success. Her strategic acumen and ability to foster lasting relationships have not only driven performance but also enhanced the companies she has served.
“I’m excited to be joining Kind Lending at such an exciting time in its growth,” said Farr. “What drew me here is the company’s energy, its commitment to people, and the opportunity to help shape something meaningful. I’ve spent my career working alongside loan officers to grow their business and break personal records, and I’m looking forward to doing that here — with a team that values both performance and connection. Leading the West Retail Sales team is a challenge I’m ready for, and I’m looking forward to what we’ll build together.”
In her new role, Farr will be responsible for building and supporting high-performing sales teams across the Western region, enhancing service delivery, and aligning efforts with Kind Lending’s mission to provide a streamlined, customer-first lending experience.
With Farr on board, Kind Lending anticipates continued acceleration in market expansion, deeper partner engagement, and greater opportunities to deliver value to borrowers and teams alike.
