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Policy Expert names marketing and retail chief


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Policy Expert names marketing and retail chief | Insurance Business UK

Aviva alum to help drive company’s growth strategy


Terry Gangcuangco

UK personal lines insurtech Policy Expert has appointed Nicki Charles (pictured) as chief marketing and retail officer in line with the company’s strategic growth plans.

With a rich background that spans more than 20 years, Charles brings extensive experience in marketing, strategy, and commercial functions across different financial services entities. Her credentials include time spent at Hastings Direct, LV=, and RBS Insurance.

Before joining Policy Expert, Charles was the customer and marketing director at Aviva’s general insurance division. She also contributed her expertise on the executive and risk committees of Aviva UK Digital, where she advised on aspects such as commercial strategy, branding, and governance.

At Policy Expert, her responsibilities will include managing brand development, marketing, communication strategies, and improving the customer value proposition. Charles will also focus on incorporating technologies and customer-centric strategies to refine the customer experience at Policy Expert.

“I am extremely excited to join a business that has been built from the ground up with the policyholder in mind, offering transparent, data-driven, and cost-effective policies for consumers across the UK,” Charles commented. “I look forward to working closely with the team at Policy Expert to accelerate growth and bring our fantastic proposition to more customers nationwide.”

Policy Expert executive chair Steve Hardy, meanwhile, had this to say: “Nicki is an immensely skilled leader, whose successful track record will be instrumental in driving Policy Expert’s presence in terms of brand and market share. I am thrilled to welcome her to our exceptional team, especially as we lead the business into the next phase of growth and strengthen our position as the UK’s fastest growing personal lines insurer.”

Earlier this year, the insurtech added seven members to its executive team – chief customer officer Linda Crichton, chief insurance risk officer Alex Bearpark, chief product & technology officer Antony Green, chief pricing officer Christine Minetou, chief compliance officer Audrey McDade, chief people officer Millie Nash, and Trinity managing director Gary Barker.

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