Jason Wilson, who was previously the general manager of digital at Commonwealth Bank of Australia, has been appointed as chief product and marketing office.

Class said that Mr Wilson has led digital teams and start-ups, with his career centred on solving customer problems through great user experiences.

Mr Wilson said he was delighted to be joining Class given the company’s history and track record for building technology solutions.

“The company has an exciting future ahead, and I look forward to helping shape the path forward,” he said.

Dan Coutts, who was formerly chief technology officer at Visual Risk in Sydney, has been appointed as chief technology officer.

Mr Coutts is a senior IT executive with international multi-team leadership skills in business application development, infrastructure, cloud delivery and digital transformation.

“I am honoured to join Andrew and the Class team to build on our trusted technology platform to deliver growth, efficiency and simplicity for our customers,” Mr Coutts said.

James Delmar has been appointed as chief sales officer. Mr Delmar was previously with Salesforce and has 16 years of experience in IT and telecommunications.

He has worked in engineering, management and sales and held positions giving him a unique perspective on the business and tech value propositions shaping today’s businesses in the fourth industrial revolution, Class said.

Class chief executive Andrew Russell said these high-level appointments are an important milestone in implementing the company’s “reimagination” strategy, which is focused on providing new cloud-based technologies to accountants, administrators and financial planners to further automate their business and reduce back-office costs.

Last week, Class announced plans to build a range of accounting and financial planning products outside its traditional SMSF administration stable.

In order to do this, it will partner with mid-tier accounting network Findex, with plans to automate and simplify trust accounting requirements among other services.

“We haven’t defined what our product set will be. We will certainly know once we are working with an industry leader and to understand their problems that we can use technology and automation to solve and remove pain points out of their back office,” Mr Russell told SMSF Adviser last week.