Keith Baldwin, the former chief executive of the Zurich Advice Network, has joined Intrinsic Financial Services as a non-executive director.
Baldwin worked closely with current Intrinsic chairman Lord Sandy Leitch while at Zurich, where Leitch was the global CEO of Zurich Financial Services' life businesses.
Intrinsic launched in March 2006 and has currently more than 1,675 advisers in the UK.
Baldwin says: "I'm delighted to have the chance to work alongside Sandy and the team, the majority of whom I have known for many years.
"Intrinsic is a business with massive potential, and ideally placed to take advantage of the huge opportunities ahead."
Richard Freeman, Intrinsic CEO, adds: "We are delighted that Keith has joined Intrinsic. His vast experience of the intermediary market can only enhance our offer to our members."
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