Deaves joined Abrdn from SPW where she was managing director of client relationships and wealth advice.
In her new role, she will be responsible for leading the financial planning business and will report to Caroline Connellan, chief executive officer of personal wealth, who was appointed to the role last May.
Deaves will work closely with Paul Titterton, who recently joined as head of digital solutions, to look at how digital can enhance the firm’s financial planning offering.
Deaves said: “At such a key time for Abrdn, I’m excited to be working with Caroline and the wider leadership team in personal wealth to help deliver for our clients and grow our business.”
Connellan said: “I’m delighted to welcome Sarah to Abrdn, Personal Wealth. As a customer champion with a great track record of leadership of client facing teams and innovation in client experience, she’s a great addition to our team.”
Before joining SPW, Deaves held the role of UK wealth director at Lloyds Banking Group and was the former chief executive officer of Coutts & Co.
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