A former senior executive with National Bank Financial (NBF), Richard Rousseau, is heading to Raymond James Ltd., as it aims to ramp up its retail business in Quebec, the firm announced Wednesday.

Raymond James said that Rousseau, former vice-chairman, executive vice president and national sales manager at NBF, will join its private client group as senior vice president, as of January 1, 2014. He will be based in the firm’s Montreal office, and will be charged with building out its private client business in Quebec. He will also join the firm’s private client group operating committee.

“Richard’s reputation in the industry will help us in many ways to accelerate and lead our growth plans for our private client business in Quebec,” said Terry Hetherington, executive vice president, private client group. “We are committed to building a stronger presence in Quebec and firmly believe Quebecers will benefit from greater access to a strong, independent alternative to bank-owned dealers.”

“It’s very exciting for me to be joining a unique firm whose primary focus is financial advisors and their clients,” said Rousseau. “Raymond James is a firm that celebrates the freedom for advisors to always put the needs of clients first, with no push to sell proprietary products, plus the backing of a North American leader capable of delivering world class wealth management solutions in communities in Quebec and throughout Canada.”

Rousseau served on the board of the Investment Industry Association of Canada (IIAC) from 2010-2012, and was national advisory committee chair of the the Investment Dealers Association of Canada (IDA) from 2000 to 2002. He is also on the board of Free the Children.

“Richard’s reputation speaks for itself. He is a leader in our business and also in his volunteer activities and community contributions,” says Paul Allison, chairman and CEO of Raymond James. “His depth of experience and industry knowledge strengthens our already strong team in our private client business and will benefit our ongoing strategic developments and growth nationally.”