The head of this area previously held a similar role at Deutsche Bank Asset Management.

Coutts has created the new role of head for digital, design and experience, a sign of how banks see this area as important to get right in the battle to win and retain clients.

The appointee is Jonathan Brierley, who started yesterday. Previously he was head of user experience, design and innovation at Deutsche Bank Asset Management. Before that, he led user experience for a cloud platform start-up and prior to that, worked at JP Morgan.

He reports to James Clarry, chief operating officer in private banking, Coutts said yesterday.