SunLife, the Bristol-based specialist insurer, has promoted its managing director Dean Lamble to chief executive officer as it plans a major expansion.
SunLife, the market-leader for over 50s insurance,was recently bought from previous owner French giant AXA by UK insurance business The Phoenix Group in a £375m deal. SunLife had been owned by AXA since 1996. 
Now it has revealed ambitious plans to expand its offering with new products, new value-added benefits for the over 50s and a multi-million pound advertising campaign that introduces a ‘Welcome to life after 50’ positioning.
Dean, pictured, joined SunLife four years ago having previously led businesses for Aviva and, prior to that, in technology with Hewlett Packard and Compaq Computers.
Dean said: “I am proud to continue to lead a unique direct marketing retailing business with such a high-calibre team focusing on servicing the needs of the growing and exciting over 50s market.
“People over 50 make up a third of the UK population yet are still underserved by most financial services brands. With the average age of the UK population higher than it’s ever been, I believe SunLife’s deep understanding of our customers positions us perfectly to support the protection and financial needs of this group.”
The SunLife business will report into Phoenix Life, whose CEO Andy Moss added: “Dean has a clear vision for enhancing the offering to the over 50s population coupled with a unique blend of experience across insurance, direct marketing and technology which will enable SunLife to serve its current and future customers well in meeting their needs.”
SunLife is one of the oldest financial services companies in the UK, having launched in 1810. Phoenix is the UK’s largest closed book consolidator with 5.4m customers and manages £64bn of assets following its acquisition of SunLife and sister firm AXA Wealth.
