Royal London has announced the appointment of Setul Mehta to the role of ‘take to market lead’ for protection.

Mehta (pictured), who will report to Fi Wynn, head of proposition at Royal London, brings significant experience from across the financial services sector.

His previous roles include senior positions at AIG Life and The Openwork Partnership, and he most recently founded SM Advice, a social media management business.

Wynn welcomed the appointment, describing Mehta as “a great enhancement to our protection team” and noting the depth of talent he adds. “He will bring new perspective and energy to complement our existing team to help deliver our ambitious plans,” she said.

In his new role, Mehta will work across teams to support Royal London’s strategy of more closely aligning protection with its pensions and investments business. His remit will include supporting advisers and helping drive a more holistic approach to client needs.

Speaking about the move, Mehta said: “Royal London has a powerful story to tell in protection and I’m thrilled to step into this role to bring that story to life, connecting with advisers, their clients, the industry, and the mutual as a whole.

“This role will support closer alignment with our pensions and investments teams, helping to unlock holistic protection advice whilst complementing core client needs, in turn reducing the protection gap.”