Online wealth management firm MoneyFarm has appointed a CTO from the media and music industry as part of the leadership team as it prepares for a UK launch. David Jeffrey joins MoneyFarm from Last.fm the challenger online music business that in recent years has disrupted the music industry.\nJeffrey was CTO for Last.fm for the last three years, developing the broadcaster\u2019s use of data and software innovation that has been behind the business\u2019 rapid growth. Jeffrey comes from a long line of former Betfair technologists that have taken on leading CIO and CTO positions, including Paul Cutter, Rorie Devine of Hailo and Tony McAlister. Jeffrey was Chief Software Architect at Betfair for nine years, joining when it was still a start-up and helping to build the world\u2019s largest online betting exchange.\nAt MoneyFarm Jeffery will have responsibility for developing MoneyFarm\u2019s \u2018mobile first\u2019 approach which will allow investors to manage every aspect of their wealth portfolio from a mobile device, including the development of the app allowing investors to manage their wealth portfolio. MoneyFarm claims that up until now UK based financial services firms have only made a small slice of their services available to users on mobile devices as opposed to desktops.\nJeffrey\u2019s technology team will almost double in size by the end of 2016, with the majority of this growth in technology staff taking place in MoneyFarm\u2019s London office.\n\u201cThe brand\u2019s \u2018mobile-first\u2019 approach is almost unique in UK financial services and is set to be a major part of revolution in how FS companies deliver their services.\n\u201cMoneyFarm sees technology as a central function of its business and a key differentiator. We see in-house development of our own proprietary technology as key to that. It is hard to deliver innovative technology that will deliver the very best in customer service if you are reliant on off-the-shelf technology,\u201d he said in a statement. CTOs from the gaming industry, such as Finbarr Joy at William Hill have been at the forefront of bringing customer facing developments in-house, while outsource providers focus on the commodity and standardised services.