press release

Heather Smith promoted to Managing Director of LV= Direct business

Image of Heather Smith

LV= General Insurance, the UK’s third largest car insurer, has today announced that it has promoted Heather Smith to Managing Director of the Direct business, subject to regulatory approval. Her appointment follows Selwyn Fernandes’ decision to leave following 12 successful years at the company. 

In her new role, Heather will be responsible for creating and delivering the Direct business strategy and growing the business portfolio while also continuing to lead the Marketing and Digital teams. 

Heather joined LV= in August 2016 as Digital Transformation Director. Prior to that, she worked at Aviva for over 20 years where she held a number of roles including Director of UK Direct Insurance and Marketing Director for Aviva Direct.

Commenting on her appointment, Steve Treloar, Chief Executive of LV= General Insurance, said: “I’m absolutely delighted to have appointed Heather to this role. She has extensive experience of the market and its opportunities and in bringing together marketing, digital and direct, it will give us the opportunity to efficiently drive digital change through the business. I’m very sorry to see Selwyn go but after 12 very successful years at the company, he leaves a fantastic legacy with a strong business primed for further success. We wish him all the best for the future.”

Heather added: “I’m very happy to be taking on this new role at what is an exciting time for our General Insurance business. We recently launched our new multi car product which has proven to be a real success, we’re currently working on a number of new digital initiatives which will change the way our customers interact with us and our brand is going from strength to strength. In bringing all this together under the one team, our customers should notice a real difference in our products and services and I’m looking forward to building on the success of the last 12 years.”

Heather will take on her new responsibilities from 2 July 2018. 

About Liverpool Victoria General Insurance Group Limited

Liverpool Victoria General Insurance Group Limited (LVGIG) is an LV= branded strategic partnership between LV= and Allianz Holdings Plc, following the sale of a 49% stake in LV=’s General insurance business on 28th December 2017, creating the UK’s third largest personal insurer with over £1.7 billion annual premium income and serving over 6 million customers.

LVGIG is a holding company employing over 3000 staff and incorporating two regulated insurance companies. Liverpool Victoria Insurance Company Limited (LVIC), registered in England and Wales number 03232514 and Highway Insurance Company Limited (HICO), registered in England and Wales number 03730662, both registered at County Gates, Bournemouth, BH1 2NF are part of the Liverpool Victoria Group of companies and are authorised by the Prudential Regulation Authority and regulated by the Financial Conduct Authority and the Prudential Regulation Authority. (LVIC FRN number 202965 and HICO FRN number 202972).

LV= and Liverpool Victoria are registered trademarks of Liverpool Victoria Friendly Society Limited and LV= and LV= Liverpool Victoria are trading styles of the Liverpool Victoria Group of companies.

Press contact

Kaidee Horton (née Sibborn)
Head of Media (Corporate, General Insurance & Brand)
020 7634 4240
07738 274 568