Western Provident Association (WPA) has promoted Kathryn Vellacott to head of distribution and proposition.
Vellacott (pictured) steps up from general manager of business development and will now drive the insurer’s distribution agenda and product proposition.
This will involve an emphasis on innovation, customer value and long-term market resilience.
A big part of the role will be to align product development, distribution and digital strategies to help the insurer keep pace with an evolving healthcare sector.
Vellacott has spent almost two decades at the insurer, where she had held roles in business development, project management, business development and intermediary relationship management.
Vellacott said she is joining WPA’s leadership team at an important time for the business.
“Intermediaries remain integral to our plans, and I’m excited to continue building strong partnerships with those who want to grow with us.
“As the world continues to change at pace, I look forward to helping shape and deliver our short, medium and long-term strategies — taking our products and distribution capabilities further, and supporting WPA’s ambition to reach its full potential.”
Nathan Irwin, WPA’s chief executive, added: “Kathryn’s promotion underscores her personal capability coupled with WPA’s commitment to investing in talent and leadership to drive forward our ambitious growth strategy while delivering value for customers, partners and stakeholders.”