Integrity Life announced the appointment of two senior roles ahead of launching its retail product.

Julie James is the new regional manager of retail, while Cornell Hoffman joins as head of finance.

After 11 years at Zurich, James will now be responsible for building Integrity's retail business in NSW, the ACT and Queensland. Her most recent role at Zurich was regional manager for NSW/ACT.

She previously worked at CommInsure in a similar role, tasked with growing the business in NSW and the ACT, as well as Lumley Life (now TAL) and Tyndall Australia (now Nikko Asset Management).

Cornell will oversee financial operations across the business and will report to chief financial officer Lesley Mamelok.

He joins Integrity from TAL, where he held the role of head of change finance for the last two years, and prior to this worked at CBA, Westpac and Zurich.

Integrity offers group insurance, but will launch its retail product early next year. It is currently conducting the pilot of its retail products and proprietary systems.

Managing director Chris Powell said as Integrity draws closer to the retail launch, it is significantly bolstering the retail team.

The appointments follow the recent hire of William Rogers to the role of head of retail product.

Rogers joined the life insurance provider from CommInsure, where he was a senior product development and research manager for the last three years.

"Across retail and group life insurance, our teams are totally committed to acting in the best interests of our customers - to helping them when they need help most," Powell said.