Steve Lewis, founder of Retirement Partnership, has been hired by LV= as head of distribution for retirement products.
Lewis will report to John Perks, LV='s director of retirement solutions, and replaces Liz Timms.
Retirement Partnership, founded in 2008, provides advice and support services around retirement to financial advisers.
Lewis, who previously worked for Aegon and Prudential, said: "We achieved a great deal over the last three and half years at The Retirement Partnership, and made a real difference to the market, and I am very pleased that the business will continue to support the market going forward. The opportunity at LV= is tremendous."
In June, LV= poached insurer Partnership's Philip Brown to become its head of retirement propositions.
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