Help the Aged has appointed its first head of commercial development to drive forward its home shopping and financial services division.
Colin Jordan has been promoted from head of home shopping to oversee six staff in the department, previously known as 'retirement services' until it restructured three weeks ago.
The department now offers an equity-release advice service, enabling older people to unlock some of the value of their home. Other services include insurance, funeral planning, and advice on care fees.
The charity said the changes reflected the growing relevance of its financial services to the over-50s. Jordan said they would help offset the "deeply embedded" age discrimination that many older people encounter with financial services products.
Jordan denied the changes were connected to offsetting the charity's £6m shortfall.