Personal lines insurer appoints Esure veteran as chief pricing officer

Personal lines insurer 1st Central has appointed Andy Cooper as its new chief pricing officer.

Cooper will join the business in May 2026 and lead its new pricing and proposition pillar, with responsibility for strategy and delivery across the portfolio.

Throughout his career roles, Cooper has led the development of pricing strategies and propositions and has helped to drive the adoption of advanced analytics.

Speaking about his new position, Cooper said: “I am hugely excited to be joining 1st Central at such an important point in its journey.

”I’m looking forward to working with colleagues across the business to build on the progress already made and help to deliver growth and lasting value for customers.”

Experience

Cooper brings over 20 years of experience in the insurance industry. He joins 1st Central from Esure, where his most recent role was as commercial director, with a broad remit covering pricing, underwriting, marketing, sales, PR and ESG.

During more than 15 years with the business, he held senior positions including director of pricing, head of retail pricing and head of corporate analysis.

Michael Lee, group chief executive at 1st Central, said: “I’m delighted to welcome Cooper to 1st Central. He brings deep experience in pricing strategy and analytics, as well as a strong track record of leading teams through change.

”His expertise will be important as we strengthen our pricing and proposition capabilities and move into the next phase of growth in 2026 and beyond.”