Billy Burrows is to join non-advised annuity broking business Annuity Line as head of business development.
He said it was "time to move on" after 20 years as the annuity business was fast developing away from the traditional model.
Burrows told IFAonline: "After 20 years of advising individual clients the annuity market has changed beyond all recognition. With the increase in non-advised annuities it is time to move on and look at ways of offering clients the best possible service at-retirement.
"It is quite clear that the business model of the future has to change to meet customer needs in the post-RDR environment."
He has departed Better Retirement Group (BRG) for the role. He incorporated his own business, Williams Burrows Annuities, into BRG in 2010. BRG has closed its London office and will now operate from a single hub in York.
Annuity Line chief executive David Slater said the appointment would raise the firm's profile in the annuity market.
Burrows added: "As someone who is passionate about ensuring clients get the best outcomes at retirement this is a great opportunity to help Annuity Line reach a wider audience.
"With Annuity Line's own bespoke market leading software, we are able to present clients with immediate guaranteed quotes for all types of annuities including many enhanced and more options than most other annuity specialists."
Burrows said his work with Annuity Line will be split between its Peterborough and London offices.
What frequency delivers best for clients?
Alleged fraud occurred between 2011 and 2017
WMA to hold its vote on 31 May
First of two articles
Newer policies offer longer terms