On the back of changes to its business strategy, banking services provider Cuscal has appointed Adrian Lovney to the position of customers general manager.

Lovney was previously Cuscal strategy, people and performance general manager and replaces Phil Hurley in the job.

Reporting to managing director Craig Kennedy, Lovney will lead the customers division to understand the needs of customers and future markets with a view to identifying revenue opportunities.

"My focus will be on understanding the needs of our customers. It will ensure that this understanding underpins not only our sales and marketing activities, but also our future direction," Lovney said.

A Cuscal spokesperson said: "The aim is to drive a stronger alignment between sales and marketing, strategy, planning, people and corporate communication to deliver on Cuscal's long-term business strategy."

The appointment comes after Cuscal last year announced it was partnering with Vision Super to provide its allocated pension members with a range of services.

Cuscal planned to expand that service, Lovney said.

Lovney first joined Cuscal in 1999 and was appointed public affairs and compliance general manager in 2001.

Prior to joining the banking services provider, he was chief executive at Abacus - Australian Mutuals, the industry body for credit unions, mutual building societies and friendly societies.

He also spent a number of years providing policy and program advice to the Queensland Department of the Premier and Cabinet.