Wells Fargo has created two new directorship roles as it looks to enhance client recruiting and retention efforts.

The firm has tapped firm veterans Anne Larson to fill the role of director of client acquisition and Erin Rich to be director of client experience.

“This is a time when the need for more and better advice has never been greater,” Danny Ludeman, president and CEO of Wells Fargo Advisors, said in a statement. “Our firm is making a significant investment in bringing in new clients and making sure their experience is exceptional.”

As director of client acquisition, Larson will be responsible for developing new training programs and other initiatives that can be implemented at the advisor level in order to “bring more new clients to the firm,” Wells Fargo said.

Larson had been with Wells Fargo as head of marketing for Wells Fargo merchant services. Prior to that role, she was a regional vice president of sales for Charles Schwab.

Rich, who had been with Wells Fargo for 18 years, will now coordinate among brokerage executives and leaders in other channels to help standardize a level of service. Prior to that role, Rich was focused on developing customer satisfaction initiatives for Wells Fargo Bank.