Prior joins as partnerships manager from Bridgewater Equity Release where he was manager for sales and distribution.
Geoff Charles, chief executive officer at Bower Retirement Services, said: “The South East and London are key growth areas for equity release and require a specialist approach which Chris is ideally placed to provide.”
Prior added: “The equity release market is going through strong growth and is an exciting place to be and particularly in the South East and London where higher property prices mean equity release is an increasingly attractive proposition.”
Prior has more than 35 years’ experience in financial services having started his career with Royal London.
