Suffolk Life has appointed Jane Ridgley as new operations director and expanded Greg Kingston's marketing role.
Ms Ridgley joins from L&G where she worked as product director in the workplace pensions division.
Her appointment follows the departure of head of operations Rollo Wilson who left to join Curtis Banks in June.
Ms Ridgley has 25 years experience working with financial advisers and their clients and will be responsible for the operational aspects of administering over 19,000 Sipps.
She said: "I'm excited to take the step to such a vibrant part of the L&G business, it is focussed on growth by providing exactly what the customer needs. The Sipp market presents a highly challenging environment but it is one in which we see a bright future, built on delivering for all of our customers."
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Greg Kingston, head of marketing, has also been given extra responsibilities as head of marketing and proposition.
He will oversee the design and delivery of a new generation of Suffolk Life Sipps.
Mr Kingston said: "Changes in how Sipps are distributed to the end investor had already started prior to RDR, and now the market's moving even faster. Investor and adviser needs are also changing and we need to manufacture propositions that are flexible enough to meet their needs today and adapt to tomorrow.
"As well as refreshing our current range of Sipps you can expect to see new designs and even greater variety as we aim to broaden our reach and deliver growth that outperforms the market."