Former Legal & General marketing and channel development director Alan Ferguson is joining Friends Provident as head of protection.
Ferguson, who left L&G last month, replaces Mark Jones who quit to become head of protection at LV=.
Highclere Financial Services partner Alan Lakey says: “Friends Provident has massively lost its way over the past 10 years. Its reputation has eroded to the point where most people do not use it. It is going to take a massive step to turn it round.”