Asby joins from Pinsent Masons and has over 18 years experience in the financial services industry, including a decade working in-house for a global insurance group.
In his latest role he will be based in London and advise intermediaries, brokers, mutuals, and investment platform providers on their products and services.
He will also handle regulatory issues, and all types of distribution and commercial arrangements and strategic transformation projects.
Ashby said: “This is an exciting opportunity for me to join a firm with a strong reputation in insurance, as well as a global reach.
Nick Thomas, senior partner at Kennedys added: ”This latest hire is part of our continued strategy of making hires in areas that will benefit our clients.
“Tobin has a clear understanding of our clients’ business requirements from his time as a senior in-house lawyer and his considerable experience will further enhance our non-contentious practice.”