Howells (pictured) will report in to group managing director Martin Schultheiss and will take up his new role at the beginning of April.
He will also join Sesame Bankhall Group’s executive team.
Howells has 20 years’ industry experience working in a range of executive roles, most recently as director of insurance wealth life and pensions at Experian.
Prior to this he spent more than seven years at Zurich Financial Services as UK intermediary sales director.
Other senior roles include managing director of strategy and development at Bankhall, along with chief executive of Berkeley Independent Advisers.
The roles of managing director of Sesame network and Bankhall and PMS mortgage club were created following Mark Graves’ departure as managing director of Sesame Bankhall last year.
The group also made a series of moves within the senior management team.
Economic and technology change
Schultheiss said having a senior leadership team with the right credentials was vital, particularly at a time of rapid economic and technological change.
“Richard’s industry background is ideal for us, combining a successful financial advisory track record in executive roles, with recent years spent working on disruptive digital engagement strategies,” he said.
“Richard will bring fresh thinking to our future plans, helping to ensure our members compete successfully in a digital world.
“Our group is investing in a range of exciting new services that will be built with advisers, for advisers, and with a clear focus on the delivery of great service and good customer outcomes,” he added.
Sesame Bankhall Group executive chairman John Cowan said the business had been assembling a senior team with the right mix of skills, experience and energy to take it forward.
“Following the arrival of Martin as group MD and Ross Liston as MD of Bankhall and PMS, I am really pleased that Richard will now also be joining our executive team as MD of Sesame,” he said.
Howells added that he was excited to be taking up the position leading the Sesame Network.
“SBG is investing heavily in the future of professional advice and there are exciting times ahead for its members,” he said.