Rob Devey is the new managing director for HBOS General Insurance.
He is currently head of personal lending and protection and takes over from Howard Posner, who is to work on the bank's insurance and investment strategy in Ireland.
Devey is a former consultant with Boston Consulting Group and joined HBOS in 2002.
It was also announced that current HBOS General Insurance deputy chief executive Simon Stevens is leaving the company at the end of this month.
HBOS General Insurance comprises Halifax General Insurance, Halifax Insurance Ireland and St Andrew's Group. It is one of the largest UK providers of household and creditor insurance.