National Friendly has appointed David Morris as national account manager.
Morris has more than 16 years of experience in the insurance industry, including eight years at Holloway Friendly where he was partnerships manager.
In his new role, he will focus on growing relationships with adviser networks and raising awareness of National Friendly’s innovative product range.
Meanwhile Sally Waterfield has been promoted to chief marketing Officer and executive team member.
Waterfield who has led the organisation’s marketing strategy since joining in 2024, was previously head of marketing at Foresters Friendly Society and has over 20 years’ experience in financial services marketing including large insurers and mutual societies.
In her new role, she will oversee the society’s marketing strategy with a focus on brand, marketing, product development, and customer experience strategies, helping to grow National Friendly’s reach and market share.
Graham Singleton, CEO at National Friendly, said: “Sally’s promotion and David’s arrival mark an important moment for National Friendly. Both are strong advocates of doing things differently and both bring valuable insight into what advisers and customers want from a modern mutual.
“We’re building momentum with products, partnerships, and people who share our values – and who want to push the market forward.”
Waterfield said: “National Friendly has always stood for care, integrity, and mutual support, and I’m proud to help lead our evolution into a modern, purpose-led insurer.
“Our focus is on meeting need with integrity and we’re proud to offer solutions that centre on what people really need today – we innovate, provide affordable solutions, and evolve with the customer.
“I’m excited to continue shaping our proposition as part of the executive team.”
Morris added: “National Friendly is on a genuinely exciting path. The team is actively designing products that reflect market needs, including flexible, non-underwritten options that stand out in the market.
“The culture here is refreshingly forward-thinking. I’m thrilled to be part of a business that’s challenging the status quo and making protection more accessible.”
