LPL Financial announced that it has hired Vivek Pappu from Merrill Lynch to the post of executive vice president and chief anaytics and data officer.

LPL wants Pappu to leverage artificial intelligence across its ecosystem, in addition to overseeing the firm’s data strategy, said Kabir Sethi, LPL’s chief product officer, in released comments.

“Advisors and institutions rely on LPL to guide them in their financial advisory journey, and they require innovations and creative solutions from forward thinking experts with a proven history of success,” said Sethi. “Vivek’s impressive track record aligns perfectly with our focus on modernizing LPL’s data foundation and strengthening our award-winning* platforms with advanced solutions designed to give advisors a significant edge in the industry.”

At Merrill Lynch, Pappu was managing director and head of advisor platforms, according to the announcement. Throughout his career, Pappu has launched “AI-based initiatives that amplified the personalization options advisors can employ to engage with prospective clients” across multiple platforms.

LPL hopes that experience will help Pappu infuse AI into its own advisor solutions, said the announcement.