Friends Provident,a UK-based life and pensions firm, has appointed Colin Williams as new director of Crporate with immediate effect and will report directly to Trevor Matthews, CEO.

In his new role, Williams will be responsible for the development and implementation of the workplace savings strategy in the corporate benefits market and will manage the ongoing integration of the Friends Provident and AXA corporate propositions.

Previously, Williams was distribution and marketing director at Friends Provident and has over 15 years experience in the corporate benefits industry.

Williams will continue to oversee the creation and management of the sales and marketing strategy for Friends Provident.

Following the recent acquisition of Bupa Health Assurance, the Friends Provident group risk team, led by Stephanie Baillie, will report to Steve Payne, chief executive Bupa Health Assurance.

Matthews said Williams is well known among corporate IFAs and employee benefit consultants and has a deep understanding of the corporate benefits market.

Williams said I’m excited about the opportunities ahead of us as we progress our integration work, develop our strategy and build a market leading position in workplace savings.