He will lead the adviser channel with responsibility for distribution strategy and technical engagement.

He will be recruiting a larger adviser distribution team and will report to Colin Williams, managing director of pensions and savings at Standard Life

Mr Hudson joined from LV= today where he was responsible for increasing its adviser market share.

He previously held senior management roles at Aegon, Friends Life and Aviva.

Colin Williams, managing director of pensions and savings at Standard Life, said: “The adviser market continues to go from strength to strength as it supports its clients to effectively plan their financial futures and manage life’s big events.

"Chris’ appointment is a signal of our renewed commitment to the adviser market where we intend to build on Standard Life’s long heritage and experience of working alongside advisers and their clients.”

Standard Life this morning said that it plans to increase its use of technology to deliver increased levels of support for advisers.

Standard Life is part of savings and retirement provider Phoenix Group. The brand was sold to the provider by Standard Life Aberdeen in February 2021 as part of a branding review of all of its businesses.

Phoenix claims to be the UK’s largest long-term savings and retirement business, with £300bn of assets under administration and around 13m customers.