AN EAST Lancashire-based business has launched 10 new loan shops in the West Midlands.

East Lancashire Moneyline will manage the My Home Finance outlets on behalf of the National Housing Federation.

It is hoped the branches will provide people in high areas of unemployment with alternatives to loan sharks and high-interest loans.

The move will create six new jobs at East Lancashire Moneyline’s head office in Higher Church Street, Blackburn, and could pave the way for My Home Finance outlets in Lancashire.

National Housing Federation chief executive David Orr said: “My Home Finance will provide an affordable, convenient and trusted option for people on lower incomes looking to build up their savings and borrow modest sums.”