Steve Payne has been announced as managing director for Friends Life's protection business.
Payne will be responsible for developing and implementing the strategy for both Friends Life's Individual and Group Protection business across all distribution channels.
Friends Life said the appointment underlined plans for expansion in the protection market.
Andy Briggs, CEO commented: "We are fully focussed on developing a single, compelling protection proposition for IFAs comprising the optimum elements of each of the three historic brands. Steve's skills and experience will prove invaluable."
The newly enlarged Friends Life business plans to consolidate its individual protection propositions onto a single platform for all new business in a bid to establish a best of breed proposition for the IFA market.
Payne said: " We have a hugely compelling offering and the challenge ahead of us is to ensure we develop something truly innovative for the market."
