Mark Myers, British Friendly’s outgoing CEO, has joined Direct Life as a non-exec director.

The appointment follows Direct Life’s management buy-out in October 2016 by managing director Rob Quayle and sales and marketing director Neil McCarthy.

Myers has over 30 years in financial services, most recently six years as CEO of British Friendly. Direct Life believes his appointment demonstrates its intention to become the UK’s “foremost whole of market protection portal supported by a fully outsourced case management service for advisers”.

Quayle said: “Having completed the management buy-out we have significant growth ambitions. Mark brings with him unprecedented industry experience most recently at British Friendly which has been a huge success story.

“With Mark’s industry insight we will be able to continue to grow our client base and develop our people and technology solutions.”

Myers added: “British Friendly expanded the distribution of income protection through Direct Life’s quotation service, LifeQuote, back in 2013 and it has always proved to be an excellent system.

“The recent management buy-out by Rob and Neil promises exciting times for the company and I’m delighted to be working alongside them on this next stage of development.”