AXA Insurance has appointed a new personal lines director.

Paul Bridge will be responsible for AXA's direct products and managing the relationship with its personal lines intermediaries.

A spokeswoman said the appointment demonstrated "the importance of the personal lines intermediary business to AXA Insurance".

Bridge said: "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."

Before joining AXA, Bridge was vice president of marketing and communications for European cable internet provider Chello Broadband.