Baines, who is also a director of the Equity Release Council, has been with Age Partnership Group as commercial director since 2007.

His appointment is part of the firm’s plans to develop and grow its adviser support business.

Steve Auckland, CEO of Age Partnership Group said: “This announcement gives a clear indication of our ambitions for ERA, which will become the number one home for independent brokers in the equity release market.”

He added: “[Baines’s] experience and passion for the sector will help grow our market share and further utilise our world-class technology, systems, administration and compliance skills for the benefit of brokers.”

Dan Baines said: “Independent brokers are the bedrock of the equity release market and will soon account for over half of all business written in the sector. But they have historically been underserved when it comes to finding fit-for-purpose technology, compliance and business support in this specialist sector.

“Having helped to establish and grow Age Partnership over the last 14 years, I have come to understand many of the challenges that advisers face and, for some time now, I’ve been thinking about how the capabilities that we have developed could be made available to independent brokers so that they too could benefit.

“With that in mind, I couldn’t let the opportunity to lead ERA pass. We’re enthusiastic about providing a comprehensive, best-in-class platform from which to offer whole-of-market equity release advice. This will be underpinned by a commitment to deliver quality, autonomy and a sense of community for the brokers with whom we work.”