Charlie Hastings, Steve Wissett and Brian King will be joining Novia by September as regional sales managers, bringing the number of former Selestia staff to join the team to 11.
Vasilieff was Selestia’s sales and marketing director until 2007, when the firm merged with Skandia’s platform.
Hastings will cover Scotland and Northern Ireland, Wissett the North-west and King the Midlands. All three were regional sales managers at Selestia and then the integrated Skandia platform.
They join ex-Selestia colleague Paul Boston, who is director of sales, and regional sales manager Chris French to bring the sales team up to five, with one vacancy remaining.
Vasilieff says: “All three new staff bring a wealth of experience and a very impressive track record and are all highly experienced in dealing with a new model proposition.”
Vasilieff hopes to launch Novia by November and will target fee-charging advisers.
He says: “Our plan is to get £5bn in assets over five years and if the market transitions as fast as we think it will, we could do better than that.”