David Morris joins National Friendly as national account manager, he brings more than 16 years' of experience in the insurance industry.
Morris spent eight years at Holloway Friendly, in his new role he will focus on relationships with adviser networks and raising awareness of the provider's product range in the intermediary space.
David Morris, national account manager, National Friendly, said: "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 in the market.
"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."
Also appointed this week was Sally Waterfield, who takes the role of CMO and joined the executive team.
Waterfield joined National Friendly in 2024 and has over 20 years' experience in financial services, previously holding the role of head of marketing at Foresters Friendly Society.
Sally Waterfield, chief marketing officer, National Friendly, said: "National Friendly has always stood for care, integrity, and mutual support and I'm proud to help lead our evolution into a modern, purpose-led insurer."
Waterfield was recognised at the 2025 COVER Women in Protection awards, as she won the Woman of the Year – Marketing award.
Graham Singleton, CEO, 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 both bring valuable insight into what advisers and customers want from a modern mutual.
"We're building momentum with products, partnerships, and people who share our values – and who want to push the market forward."
