Services financiers SFL has named Madeleine Lafontaine as its new vice president and general manager. Her appointment will take effect on October 4.

SFL hired Lafontaine away from RBC Insurance where she held the position of regional vp, Eastern Canada. “I am pleased to be joining such a dynamic network that is increasingly strengthening its position as a leader in the distribution of financial products and services,” Lafontaine said in a release.

Denis Berthiaume, senior vp, individual insurance and president of SFL Management, said Lafontaine will be responsible for ensuring the smooth operation and development of the 15 SFL financial centres in Quebec.

She will also be responsible for the teams that support Canada-wide development through the network of Laurentian Financial Services (LFS) financial centres. “Ms. Lafontaine will be a huge asset to all the partners and advisors of the SFL-LFS network, whose business development efforts in Quebec as well as other Canadian provinces will be supported by the vast experience and skills she has acquired over the years,” Berthiaume said.

Lafontaine holds the designations of financial planner, financial security advisor, advisor in group insurance of persons and group savings representative. Over the last 20 years, she has held several positions associated with the distribution of financial products and services, both in large companies and in a life and health insurance firm.

SFL and LFS together have 28 financial centres and some 1,000 partner-representatives across Canada. The network also has over a half-million clients and manages close to $5 billion in savings, in addition to approximately $235 million in life insurance premiums.