His most recent role was leading marketing for the AXA Elevate platform which was acquired by Standard Life from AXA in November 2016. Prior to this he held senior marketing roles at Virgin Money, Nationwide Building Society, Mercedes-Benz, Hamptons International and Bristol & West Building Society.
Aegon says that Mr Welham brings a wealth of marketing experience from across the financial services sector and is a fellow of the Chartered Institute of Marketing.
He will report to Andy Manson, Aegon’s marketing director, who said: “Alistair has a great understanding of the industry and joins at an incredibly exciting time for Aegon, as the integration of both the Cofunds and BlackRock DC business progresses well.
“Pensions freedoms and the growth in advice on transfers from defined benefit schemes has created an unprecedented demand for financial advice and we want to play a central role in supporting advisers convert these opportunities by providing the best marketing support.”
Mr Welham added: “This is a great time to be joining an ambitious company with a clear commitment to the adviser, pension and protection markets. I am particularly excited about the opportunities the Cofunds acquisition brings to deploy the latest platform, with great functionality and a team truly committed to serving our customers.
“My part will be to ensure our advisers, partners and customers understand what we have to offer, how to make best use of our products and services and the part Aegon can play in ensuring their success.”