Whitbread Insurance Brokers has appointed Stephen Jones as CEO, ushering in a new era for the Melbourne company.

It is the first time in 35 years the business has not been led by a Whitbread family member.

Departing CEO Angela Whitbread will now concentrate on strategy in her role as Chairman.

Her brother John Paul and sister Claire will remain as Director of Insurance and Director of Advertising and Marketing respectively.

Mr Jones returns to broking after 18 years as a senior executive with Ace Insurance, where he led business strategy and underwriting across Australia and New Zealand.

Whitbread also has offices in Brisbane and Sydney.