Lyfeguard, a life planning assistant and document management platform, has appointed ex-Director of Digital at British Airways, Jack Smith, to its advisory board to help drive commercial growth and digital customer experience strategy.

Smith, currently the CEO of IAG Loyalty Retail, the latest digital venture from owner of British Airways owner IAG, previously lead the growth of British Airways’ direct-to-consumer channels and the development of their digital experience, one of the UK’s largest online operations.

With his extensive knowledge of digital strategy, including stints at Deloitte Digital and New Look as Digital Director, Smith will help shape the consumer focus at Lyfeguard, supporting across retail and travel activities.

Jack Smith, CEO of IAG Loyalty Retail and Advisory Board Member for Lyfeguard, said: “Lyfeguard’s founders Fraser and Gary Stewart have brought to market a truly unique business that will bring huge value to people and businesses. I am delighted to be a part of Lyfeguard’s journey, helping the team to revolutionise life management and end-of-life planning, enhancing its digital strategy and customer experience to provide customers with first-class services.”

Smith joins Lyfeguard’s advisory board alongside six other industry veterans, including: Ronel David, Strategic Sales and DE&I Leader at FIS; Jonathan Lloyd White, CISO at Natura &Co.; Gavin Borthwick, Product Design Lead at Beyond; Lee Mabey, Managing Partner at dentsu International; Lukman Abdul-karim, Principal Consultant at Agilisys; John Garden, VP Freight & Logistics at Mastercard.

Fraser Stewart, Chief Operating Officer for Lyfeguard, said: “We are excited to introduce our advisory board comprising of industry leaders at the top of their fields to help take Lyfeguard to the next level, improving our offering to help consumers and IFAs alike. With the guidance of our carefully selected seven industry veterans, we are confident in our ability to lead the go-to-market strategy and ensure seamless delivering of our services to clients. We firmly believe that everyone deserves peace of mind when it comes to managing life’s essential tasks, and our advisory board’s expertise will help us achieve this goal. We are excited to embark on this new journey with our partners on board and look forward to delivering exceptional services to our clients.”

Lyfeguard was founded by father-son team Gary and Fraser Stewart to revolutionise financial management and life planning to help people keep on top of their important documents, bills and life matters, as well as address a lack of planning for end-of-life.