National Friendly has promoted Sally Waterfield (pictured, left) to chief marketing officer, adding her to the executive team.
Waterfield joined the business in 2024 and previously worked as head of marketing at Foresters Friendly Society.
She has over 20 years’ experience in financial services marketing, covering both insurers and mutuals.
In her new role, Waterfield will oversee marketing, brand, product development and customer experience.
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.”
Additionally, David Morris (pictured, right) has joined as national account manager.
Morris has over 16 years’ experience in insurance, with eight years at Holloway Friendly leading partnerships and key accounts.
In his new role, Morris will focus on adviser networks and raising awareness of National Friendly’s products.
Morris said: “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.”
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.”
