Ms Rix has been appointed as UK CEO of Canada Life following the departure of Doug Brown late last year. She joins to deliver the strategy set by the UK board to deliver a major transformation programme with the ambition to become a major competitor in the retirement market combining the core strengths of its’ well-established wealth, insurance and asset management businesses.

Her appointment is subject to regulatory approval.

She will be replaced at Aviva by Rob Barker, former managing director of the provider’s health and protection business, who has been appointed managing director of Aviva UK savings and retirement.

His appointment is subject to regulatory approval.

The provider’s chief executive Amanda Blanc said that Mr Barker’s appointment reflects the firm’s ambitions to grow further in the savings and retirement market.

Mr Barker said he plans to target “meaningful growth” for the division which represents a “strategically important market for Aviva”.

He said: “With record net flows of £8.5bn in 2020 it is already a strong platform to build from, and it is a privilege to be asked to lead savings and retirement in the next phase of its development.”

Prior to heading Aviva's UK savings and retirement arm, Ms Rix was previously managing director for the provider’s advice arm between 2017 and 2019 before moving across in 2020.

Ms Rix said: "This is a hugely exciting opportunity to be able to lead the UK business, conclude the transformation agenda and focus on new areas of growth. In combination with the strength of our brand and reputation, I can already see the huge untapped potential to really make a difference, supporting advisers and their clients build better futures."