Suffolk Life has increased the size of its sales team to cope with demand from advisers.
Nick Giles has joined from his role as a financial adviser with Lighthouse Financial Advice while Lauren Bishop joins from Suffolk Life's adviser support team.
The seven-strong sales team, led by Ray Hart, work together with Legal & General and Cofunds to distribute Suffolk Life Sipps.
Mr Hart said: "Advisers are demanding increased support, especially for more complex cases such as commercial property. Being able to develop relationships with knowledgeable people who they know remains very important to them.
"When we talk about the pressure of legislative and regulatory change in the pension market, those of course affect advisers too."
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Over the past few months, Suffolk Life has acquired the books of Sipp business from Pointon York, Pearson Jones and Origen.
Greg Kingston, head of marketing, said: "Advisers increasingly understand the pressures facing Sipp providers, and what that may mean for their clients. They're taking more care to undertake good due diligence to make sure they're recommending sustainable, long-term providers."