’Her appointment is a great example of attracting external talent to such a critical role,’ says personal lines boss
Aviva has appointed Rachel Purchase as its new chief underwriting officer for Direct Line Retail.
The appointment follows the creation of a new leadership team for the combined Aviva and Direct Line personal lines business, announced in September 2025.
In her new role, Purchase will be responsible for all pricing and underwriting for Direct Line’s direct and PCW retail brands, including Direct Line, Churchill and Privilege.
She will take on the role in February 2026. Currently, she works as the director of data and analytics at Admiral and has worked as the insurer since 2009.
‘Criticial role’
In her new role, she will report to Stuart Curson, managing director for Direct Line Retail, and will be part of the Direct Line leadership team.
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Owen Morris, chief executive for Aviva UK personal lines, said: “I’m delighted to appoint her into the Direct Line Retail leadership team.
“Purchase’s appointment is a great example of attracting external talent to such a critical role.
“We have brilliant talent right across our business and I’m confident that this leadership team will help accelerate our strategy to build the leading personal lines insurer in the UK.”
His career began in 2019, when he joined a local north London newspaper after graduating from the University of Sheffield with a first-class honours degree in journalism.
He took up the position of deputy news editor at Insurance Times in March 2023, before being promoted to his current role in May 2024.View full Profile
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