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LV= appoints Heather Smith as Digital Transformation Director, General Insurance

Press release: 16/08/2016

Insurance, investment and retirement group LV= has appointed Heather Smith as its first Digital Transformation Director, General Insurance (GI), to lead the development of the mutual’s digital proposition for its general insurance customers.

In the newly created role, Heather will report to Steve Treloar, and will work across the technical and operational areas of both LV=’s GI Direct and Broker businesses. Heather, who joined LV= on 15 August 2016, will also sit on the insurer’s GI executive team.

Heather’s most recent role was Director for the Aviva Plc Group’s Direct business, leading the development of its My Aviva customer portal and app and driving the brand’s digital development. Heather’s career at Aviva (formerly Norwich Union) spanned 24 years, holding a number of senior positions including Marketing Director and Head of Sponsorship and Corporate Responsibility. As the insurer’s Head of Rebrand Communications she was the General Insurance lead for its rebrand from Norwich Union to Aviva.

The Digital Transformation role is the latest strategic addition to the leadership team of LV= GI following the appointment of Kieran O’Keeffe as GI Finance Director, who will start his new role in October 2016.

Steve Treloar, Managing Director, LV= General Insurance said: “At LV= our customers are at the heart of everything we do and enhancing our digital capabilities will ensure we can provide an even better service to them. I’m therefore extremely pleased that we have secured Heather as our new GI Digital Transformation Director. It’s an important appointment for LV= GI and it’s fantastic that someone with Heather’s skills, drive – plus extensive commercial and digital experience within the insurance industry – is joining our team. In addition, the strategic aligning of our core business functions under one leadership team will strengthen and enable us to work smarter, helping further improve our customer centric service and satisfaction.”

Heather Smith said: “I’m thrilled to be joining LV=. In recent years LV= has certainly made its mark in terms of providing quality products that best serve the customer’s needs. Digital continues to play a vital role in the delivery of a high quality service that enriches the customer experience and it’s great to be joining LV= at a time when it is truly embracing its digital journey.”

For more information please contact:

Nicola Hussey,, 0208 253 5238 / 07468 761128

Notes to Editors

About LV=

LV= employs over 6,000 people and serves over 5.8 million customers with a range of financial products. We are the UK’s largest friendly society and a leading financial mutual.

When we started in 1843 our goal was to give financial security to more than just a privileged few and for many decades we were most commonly associated with providing a method of saving to people of modest means. Today we follow a similar purpose, helping people to protect and provide for the things they love, although on a much larger scale and through a wide range of financial services including insurance, investment and retirement products.

We offer our services direct to consumers, as well as through IFAs and brokers, and through strategic partnerships with organisations including ASDA and Nationwide Building Society.

Authorised by the Prudential Regulation Authority and regulated by the Financial Conduct Authority and the Prudential Regulation Authority. LVFS is a member of the ABI, the AFM and ILAG. Registered address: County Gates, Bournemouth BH1 2NF.