National Friendly appoints Georgia d’Esterre as executive head of marketing


Georgia d’Esterre has been appointed to the newly created role of executive head of marketing at National Friendly. She will also join the Society’s Executive Committee.

d’Esterre joins National Friendly at a critical time of the Society’s future development as it continues to build on the momentum and progress it has made in the past 18 months, during which time it has successfully launched 4 new protection products, as well as additions to its PMI range and introduced new member benefits. It also has added its products to Iress and iPipeline and more recently joined the Income Protection Task Force.  

National Friendly’s CEO Graham Singleton comments, “We are delighted to be welcoming Georgia to the important new role of head of marketing. She brings a proven set of skills and experience to this new role. Our objective is to be recognised as a leading provider across a range of sectors, including income protection and private medical insurance and she will play a key part delivering that vision.”


Georgia d’Esterre comments:

Why have you taken this role?

I’ve taken this role because I believe National Friendly is one of our industry’s best kept secrets and that needs to change. We have a great proposition, a strong brand with great heritage and a fantastic culture which shines through everyone who works here.

As a mutual they have the enviable position of being small enough to be agile and deliver what our partners, advisers and members want and need, as well as bring a personal and empathetic touch at a time when our members need it the most.

I want to build on the great work the existing team have already started and really propel National Friendly into the spotlight so we can continue to raise awareness and education about the importance of healthcare and protection. Recent times have shown us that you never know what’s around the corner, and to be financially fit you need to ensure you and your family are going to be ok if they become ill or injure themselves.


What am I hoping to achieve in the role?

Well aim big that’s what I think. I really want to raise the profile of National Friendly in the healthcare and protection industry, but I want it to go wider than that too. What marketer doesn’t want their brand to be instantly recognisable and a household name? Now that may be a way off, but to be an instantly recognisable FS brand within the market you operate in is a must, and one that working with the team, I plan to achieve. I want to help actively grow the market, improve our positioning and ultimately reach more people, and I think National Friendly is in a position to do that.

For more information on National Friendly products, please visit


Editor notes

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Guy Stephenson   +44 (0) 20 8333 9125



About National Friendly

Based in the centre of Bristol, National Friendly is a mutual society, with the aim of helping its members to prepare for life’s difficulties. 

Established in 1868, it has no shareholders. National Friendly’s vision is to be a forward-thinking and trusted mutual that meets the health, welfare and protection needs of its members through a portfolio of innovative insurance solutions.

It specialises in offering private medical insurance (particularly for older members), social and adult care funding solutions, and income protection products, as well as over 50s guaranteed savings plans.

National Deposit Friendly Society Limited is authorised by the Prudential Regulation Authority and regulated by the Financial Conduct Authority and the Prudential Regulation Authority.

National Friendly is a trading name of National Deposit Friendly Society Limited. Registered office: 11-12 Queen Square, Bristol BS1 4NT. Registered in England and Wales no. 369F. National Deposit Friendly Society Limited is authorised by the Prudential Regulation Authority and regulated by the Financial Conduct Authority and the Prudential Regulation Authority. Our Financial Services Register number is 110008. You can check this at: National Deposit Friendly Society Limited is covered by the Financial Services Compensation Scheme and Financial Ombudsman Service.