National Friendly has promoted Duncan Reeves to become its first chief operating officer (COO).
It said the role was being designed to accelerate the mutual’s technology-led growth strategy.
Reeves (pictured) joined National Friendly in 2008 as new business manager and brings nearly 17 years of operational experience across multiple departments, the insurer said.
He managed customer services for a decade before heading up underwriting and claims from 2021, adding customer services back to his remit in 2025.
The new COO role encompasses responsibility for IT, operations, customer services, underwriting and claims, reflecting National Friendly’s strategic focus on leveraging technology to enhance customer experience and operational efficiency, the mutual added.
National Friendly said it enjoyed “strong membership growth in 2025”, and has further “ambitious plans” for 2026 supported by the €15m capital raise completed last year.
National Friendly chief executive Graham Singleton said: “Duncan’s appointment as our first chief operating officer recognises both his outstanding contribution to National Friendly over the past 17 years and the strategic importance of technology in our future growth.
“His deep operational knowledge combined with his vision for digital transformation makes him the ideal person to lead this evolution.
“The creation of this role reflects our commitment to building a truly modern mutual that combines personal service with cutting-edge technology to support ambitious growth plans.”
Reeves added this year represented a pivotal moment for the mutual.
“Our goal is to give our members and intermediary partners genuine choice in how they interact with us ensuring they receive rapid responses through their preferred channels,” he said.
“We’re investing heavily in the technology that supports our service proposition to ensure it remains first class while expanding our use of automation and AI, and opening new communication channels.
“Our use of technology will enhance, not replace, the personal touch we’re well known for.”