Roache joined at the firm by Phil Roach and Jo Wilkie. Roach was formerly at real-time information platform, Dataminr, and will be Anorak’s head of enterprise sales.
Wilkie brings over 15 years of experience working in technology roles with portals and insurers including iPipeline, Iress and Vitality.
As senior commercial manager, Wilkie will focus will be to manage Anorak’s relationship with life insurers and intermediaries.
Byford said: “It is genuinely exciting to join a company that brings cutting-edge capabilities to grow the protection market.
“Building on successful partnerships like Starling Bank and Nutmeg, we will continue to deploy Anorak’s technology, creating a new distribution eco-system for the protection sector as well as enabling carriers and intermediaries to benefit from our innovative platform.”
David Vanek, CEO of Anorak, added: “Thanks to technology, we think that both existing and new distribution channels will be able to increase protection sales.
“Anorak’s platform aims to unlock the mass market in a scalable and compliant way. We forecast a significant channel shift in the next five years with Direct, Bancassurance and alternative platforms gaining traction and growing the overall market.
“Adam and his team will be able to expand our distribution and move us towards our goal of ensuring that everyone in the UK has access to protection advice to protect themselves and their loved ones.”