Legal & General Investment Management (LGIM) has appointed Helena Morrissey as head of personal investing for its UK direct business.

In the newly created position, Morrissey will be responsible for building and heading a digital platform for direct customers to help them manage issues including saving for children or retirement investing.

She will assume the new role on 1 May 2017, subject to regulatory approval, and will work closely with LGIM DC, and its wealth and intermediary businesses.

She will also join the company’s board and will report to LGIM CEO Mark Zinkula.

Morrissey most recently served as CEO of Newton Investment Management, a role she held for 15 years prior to stepping down in August 2016. She also chairs the Investment Association (IA) and set up The 30% Club, a pressure group that campaigns to increase female representation in UK boardrooms.

“We are very excited that Helena is joining us at LGIM. She is highly respected and one of the most progressive thinkers in the industry. She is passionate about understanding and meeting the needs of investors, and is the right person to lead LGIM’s direct to consumer business,” Zinkula said.