AXA Self Investor's direct proposition will launch to the market later this summer, following AXA Wealth's work with selected firms and advisers to develop a direct proposition suitable for post-RDR.
Mr Smith joins AXA Wealth from business consultancy firm CTW Ltd where he advised firms such as Virgin, Nike and Prudential. Prior to this he was a national IFA sales manager and director for Canada Life and L&G.
In his new role, Mr Smith will support advisers looking to implement a direct to consumer proposition to complement existing distribution channels and develop the AXA Self Investor distribution strategy.

Mr Smith said: "AXA Wealth really understands the transition that adviser businesses are going through and has a unique ability to adapt to the changes within the industry.
"In today's often complex financial world, I am looking forward to driving forward this 'easy to invest' proposition which compliments the existing distribution channels to take advantage of the growing demand in the 'direct' arena."
Marc Davies, director of AXA Wealth Direct & Business Transformation, said: "Ian joins AXA Wealth at a time of development and transformation. His 20 plus years' experience in the financial services industry and wealth of experience working with international brands make him an integral part of our AXA Self Investor team."