’I look forward to working closely with the team at Policy Expert to accelerate growth,’ says new appointee

UK personal lines insurtech Policy Expert has appointed ex-Aviva leader Nicki Charles as its chief marketing and retail officer.

In her new role, Charles will be responsible for overseeing brand development, marketing and communication strategies.

She will also look to improve the customer journey by taking the lead in implementing technologies and consumer-centric approaches.

Her appointment came after the insurtech expanded its senior leadership team with seven new roles in January to help accelerate its growth plans.

Charles said she would work closely with the leadership team to expand its proposition to more customers across the UK.

“I am extremely excited to join a business that has been built from the ground up with the policyholder in mind, offering transparent, data-driven and cost effective policies for consumers across the UK,” she added.

”I look forward to working closely with the team at Policy Expert to accelerate growth and bring our fantastic proposition to more customers nationwide.”


Charles will bring over two decades of experience to the role, with her having held marketing, strategy and commercial positions during her career.

She most recently served as customer and marketing director at Aviva’s general insurance business.

As part of the role, Charles also sat on the executive and risk committee of Aviva UK Digital, advising on commercial business strategy, product and proposition, brand and marketing, governance, risk and compliance, as well as people and talent initiatives.

She has also held positions at Hastings Direct, LV= and RBS Insurance.

Steve Hardy, executive chair at Policy Expert, said: “Nicki is an immensely skilled leader, whose successful track record will be instrumental in driving Policy Expert’s presence in terms of brand and market share.

”I am thrilled to welcome her to our exceptional team, especially as we lead the business into the next phase of growth and strengthen our position as the UK’s fastest growing personal lines insurer.”