Birch will oversee Heath's personal lines affinity partnerships

Heath Lambert has poached Equity Direct managing director David Birch.

Birch, who was appointed as Equity boss in November last year, will join Heath’s retail division in July to oversee the development of personal lines affinity partnerships.

While at Equity Direct, Birch helped the firm to win major motor affinity deals including Honda, Toyota, Renault and Harley-Davidson. He also helped clinch the affinity partnership with Spanish bank Santander.

Heath Lambert chief executive Adrian Colosso said: “His primary objective is to capitalise on his knowledge and lead our sales charge into the affinity space. He arrives as we merge our personal lines and small business teams.”

Colosso said the retail division pulled in about £20m in commission revenue. It was hoped this would grow by 50% over the next three years.

An Equity Insurance Group spokesman said that Birch would be replaced by Charles Offord.