Sally Collins will lead the advisers working on its new proposition as head of Simply EQ, which will launch at the end of October.

Simply EQ is designed to deliver blended online and telephone based investment and pension advice. It will also offer a wide choice of investment strategies and risk profiles at what the firm described as "market leading rates".

As well as Ms Collins’s appointment, Freddie Cleworth will join the Simply EQ team as an investment adviser. He previously worked alongside Ms Collins at Bestinvest as an associate.

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Nicola Allen has also been promoted internally to help towards the launch of its simplified advice service. The team will be supported by EQ Investors’ ten-strong group of investment managers and research analysts.

John Spiers, chief executive at EQ Investors said: “With more than 15 years’ experience in financial services, Sally is ideally placed to help lead and mentor the Simply EQ adviser team.”

Ms Collins said: “Having previously worked with John at Bestinvest, I’m looking forward to working with the team to ensure the success of this exciting new service.”

EQ Investors provides financial advice and investment management services to individuals, small businesses and charitable endowments.