Waterfield, who joined the Bristol-based mutual in 2024, has already played a pivotal role in repositioning the brand, enhancing communication strategies and championing customer-focused product development.
Her promotion reflects the contribution she has made in driving the organisation’s marketing transformation over the past year.
As CMO, she will lead the society’s marketing, brand strategy, product development and customer experience, with a focus on strengthening market presence and expanding reach.
Morris, meanwhile, brings more than 16 years’ insurance industry experience, including eight years at Holloway Friendly, where he led key accounts and partnerships.
In his new role, he will focus on growing adviser network relationships and expanding the visibility of National Friendly’s product suite within the intermediary market.
Graham Singleton, Chief Executive of National Friendly, said, “Sally’s promotion and David’s arrival mark an important moment for National Friendly. Both are strong advocates of doing things differently and bring valuable insight into what advisers and customers want from a modern mutual.”
Commenting on her new role, Waterfield said, “I’m proud to help lead our evolution into a modern, purpose-led insurer. Our focus is on meeting needs with integrity — we innovate, provide affordable solutions and evolve with the customer.”
Morris added: “National Friendly is on a genuinely exciting path. The team is actively designing products that reflect market needs, including flexible, non-underwritten options that stand out.”
“The culture here is refreshingly forward-thinking. I’m thrilled to be part of a business that’s challenging the status quo and making protection more accessible.”
First appeared: https://www.moneymarketing.co.uk/news/national-friendly-boosts-leadership-with-two-hires/
