SunLife, the direct-to-consumer financial services company, has appointed Mark Jones as protection director from LV=.

He previously held positions as head of protection at LV=, and will join SunLife in June to lead the development of its protection retail business. He will report directly to SunLife's managing director Dean Lamble.

Mr Jones has over 27 years' experience in the financial services industry. His previous roles include head of protection at LV= since 2009, where he was responsible for innovation in the protection market with products including sick pay and short term income protection.

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Mr Jones was also held positions at Friends Provident for 9 years where he was head of protection marketing and has held senior roles at Abbey Life.

SunLife rebranded in 2014 but has been in business since 1810, making it one of the oldest financial services companies in the UK. The company is a direct-to-consumer financial services provider, offering a range of products across insurance, savings and protection.

SunLife conducts regular research into financial services and the later life market and has produced the annual 'Cost of Dying' report, an ongoing research project, for the last five years.