The general investment platform has brought on board Liz Pemberton as head of regional platform consultancy, Dan White as regional platform consultant, and Steve Snell as strategic partnership manager. All three have joined from Axa.
Ben Nightingale and Kristian Rapson join as key account managers. They both held senior roles at Legal & General and will be responsible for developing and managing relationships with national accounts.
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Two other strategic partnership managers - Phil Hurdman and Nick Casey – have been appointed, leaving PruProtect and Aviva Investors respectively.
Mark Coles has come in as head of business partnerships from Architas where he was investment development director.
The arrivals come as two managers - Gary Burch and Adam Kelly - left Cofunds to join James Hay.
Mr Burch was key account director at Cofunds and Mr Kelly was strategic partnership manager.
Andy Coleman, director of distribution, said: "Our new appointments not only strengthen the team but also ensure we're in a strong position to support our clients at this key time of significant regulatory change.
"Over the past year we've already helped 300 IFA firms build and develop an online direct service. Our strong team will now be able to help even more advisers."