British Friendly has appointed former LifeSearch life office relationship director Emma Thomson as product strategist.
She will start her new role in October and will report into product and marketing director Nick Telfer.
Thomson said: “I am delighted to be joining one of the most innovative companies in the protection market.
“After nearly 20 years at LifeSearch, the time was right for a fresh challenge and I leave knowing the company is in a great place to move forward.
“My role at LifeSearch involved working closely with insurers, and in particular friendly societies, so I understand British Friendly’s proposition very well and love their strong focus on advisers and customer care.”
Telfer said: “Emma is one of the most knowledgeable people in the protection industry and we are delighted to have her on board.
“She knows the market inside out and has a vast understanding of protection products as well as the needs of advisers. With Emma’s help we will continue to develop new products and services while maintaining the highest standards of customer care and paying claims.”