Andy Curran, former intermediated distribution director at Prudential, is to join Aviva as UK Life retail and partnerships director.
Reporting to Life distribution director Graham Boffey, Curran will help "shape and deliver" the provider's strategy for life retail customers.
"The world of financial advice is going through a period of enormous change," he says.
"Our role will be to help our customers and partners. It is tremendously exciting and I can't wait to get started."
Boffey adds: "Andy brings a wealth of experience and deep industry knowledge. His understanding of the market will complement a strong team."
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