AXA Insurance has appointed Paul Bridge as its new personal lines director.
Bridge has been charged with developing AXA's direct products and managing relationships with its intermediaries.
Bridge commented: "There is a huge potential to differentiate our customer proposition as everyone in the industry seems to be saying the same thing. The opportunities for segmentation and mass customisation are enormous.
"We want to ensure that we have a distribution network in place that ensures customers can access our products by whatever means they choose whether that be through brokers or via our own direct channels."
Prior to joining AXA, Bridge was vice president of Chello Broadband.
