Aviva appoints Phil Bayles as intermediary and partnerships director

Aviva has appointed Phil Bayles as intermediary and partnerships director.

Bayles has been in the post on an interim basis since April, when Janice Deakin left the insurer to become commercial director at Arthur J Gallagher.

His priority will be to return Aviva’s commercial lines business to profitability, as well as growing its profitable segments.

He has held broker facing roles at Aviva for the past 12 years.

Aviva UK and Ireland chief executive Robin Spencer said: “The broker market remains at the heart of our UK general insurance strategy and we are investing significantly in products, pricing and technology to remain number one for our brokers. Phil has been at the heart of developing and executing this strategy and is the best candidate for the role.”

Bayles said: “I feel very honoured to be given the opportunity to lead a really strong team with a well-deserved market reputation.

“We enjoy great support from our business partners and I will strive to ensure that we recognise their faith and loyalty by ensuring that we invest in the things that make a difference to them and their customers – great products, intelligent pricing and underwriting, consistent service levels and a fair and fast claims service.”