Iain Clark has been announced as British Friendly Society's new marketing and distribution director, having previously been managing director for protection at LV=.
Previously Clark held sales director roles at both Legal & General and PruProtect, now VitalityLife.
Clark will begin working at British Friendly on 1 September 2015, he left LV= in 2014.
Clark, said: "Friendly Societies have a huge role to play in the protection market. British Friendly has a well-deserved reputation for paying claims and looking after their members.
"I am really looking forward to working with the team at British Friendly and financial advisers in the industry to drive growth, diversify and maximise the business to its full potential.
"We have ambitious plans to build upon the already strong foundations of the business and to introduce innovative products and processes which will entice both existing and new customers to expand their portfolio with us."
Mark Myers, chief executive of British Friendly, said: "Iain comes to British Friendly with an excellent track record of success as well as a wealth of experience, ideas and energy.
"He has played a pivotal role in the shaping of the UK protection industry over the last twenty years and we are delighted to welcome him on board."
Emma Thomson, life office relationship director at LifeSearch, said: "This is a real game-changer for British Friendly.
"Iain Clark is one of the most knowledgeable and well respected sales directors working in the protection sector today and his appointment represents an important milestone in British Friendly's history."
Mark Dennison, owner of LightBlue UK, said: "Iain's track record in the protection arena is second to none and this is a seriously impressive appointment for a small company like British Friendly.
"It will be very interesting to see how the business develops over the next few years."