Mr Baldwin will lead the investment specialist team and the wealth business consultant team and will be responsible for building Vitality’s distribution in the intermediary sector.
He will also sit on the VitalityInvest’s executive committee and support colleagues in developing the franchise channel.
The industry expert has over 20 years’ experience in the financial services industry, primarily in distribution roles across the wealth, corporate pensions and group risk markets.
At MetLife he was a member of their UK executive team. US-owned MetLife operates in the employee benefits and protections sectors but pulled out of the retirement and investment markets in the face of stiff competition.
VitalityInvest recently announced ambitious growth plans for 2020. The company has enhanced its offering to advisers and has a range of Retirement, ISA and Junior ISA wrappers.
Justin Taurog, managing director, VitalityInvest said: “Mark is well-respected within the industry, and brings with him a wealth of experience. We’re delighted to have him on board the VitalityInvest leadership team. We have some very ambitious plans for 2020 and he will be integral in helping us to deliver on this.”
Mr Baldwin said: “Since VitalityInvest launched in 2018 I have been impressed with its tenacity, innovation and challenger brand mentality. I am excited to be joining the business at such an energetic time and look forward to building on this momentum.”