Charles Counsell is to be the new Chief Executive of the Money Advice Service.  The appointment was made by the Financial Conduct Authority and approved by HM Treasury. Counsell is currently Executive Director and Board Member at The Pensions Regulator where he has played a key role in the successful introduction of automatic enrolment into workplace pensions.  He succeeds Caroline Rookes who announced she would be stepping down as Chief Executive of the Money Advice Service in the Autumn.

Counsell was awarded an OBE in the 2017 New Year’s honours for services to workplace pension reform. He joined the Pensions Regulator in 2011 after a career leading major transformational change as a consultant.

AnnouncingCounsell’s appointment, Andy Briscoe, Chair of the Money Advice Service said today: “I am delighted that Charles Counsell will be joining us as CEO. I believe he is ideally qualified to continue the successful delivery of the Money Advice Service’s work across the UK, and to manage the transition to the new Single Financial Guidance Body proposed by Government.”

“Charles has a wealth of experience in a number of key areas.  He is passionate about tackling financial capability, understands the challenges surrounding crisis debt advice, and combines this with an excellent track record in managing complex transition projects.  He is also very experienced in managing complex stakeholder relationships and is well-known and respected within Government and the sectors we engage with.”


Counsell will join the Money Advice Service on 5th June 2017. He will formally join the Board at its meeting in June. Caroline Rookes will continue as CEO until Counsell joins, to ensure a smooth transition.