Direct Line Group


Adam graduated with a Degree in Marketing and Business Management and headed out to the working world with an aspiration to move in to a role that focused on the delivery of products and propositions that deliver great value and at the very moment customers need it.

Adam stumbled into the financial services sector and began his career working within a market first, joint venture between Tesco Plc and The Royal Bank of Scotland, it was the first time that a bank had distributed financial services products via a supermarket, directly to Tesco’s customers.

Adam led a number of new innovations within the insurance market, these included the launch of Rescue and Travel Insurance products available to buy off the shelf in Tesco Supermarkets and the introduction of a financial services instore concession, providing customers with access to advice on guidance on how best to protect their insurance interests.

After managing the Tesco Relationship, Adam moved to lead Insurance distribution across the NatWest and The Royal Bank of Scotland’s branch network, Adam led the introduction of digital sales journeys within the branch network, removing the need for branch employees to call in to a call centre to provide a quote. Initially starting with a team of 2 to cover 1500 branches, Adam grew the distribution team to 25 and increased sales from year 1 by 500% by year 3.

The success of the branch distribution model led to the introduction of a new proposition, specialist products for the banks Mid/High Net Worth customers.

This new proposition enables customers to buy a portfolio of insurance products, neatly creating one renewal date, one premium and a dedicated ring fenced team who supported customers with everything from new sales to claims. It remains a highly successful business, with market leading Net Promotor Scores.

Adam is now dedicated to building successful commercial relationships for Direct Line Group, over the last 2 years Adam has led the partnership proposition for Direct Line Group’s Travel Transformation programme, which has delivered end to end, digital self service capabilities for customers of NatWest, The Royal Bank of Scotland, Nationwide Building Society and Ulster Bank – its been a game changer for Direct Line Group’s travel business, delivering greater customer engagement and efficiencies for the business.

In addition, Adam is leading the Starling Bank relationship, it started with the introduction of Churchill Home Insurance (one of Direct Line Group’s brands) to Starling Bank’s customer Market Place, enabling customers of Starling to seamlessly access quotes and policies via their Banking App. Adam continues to work with Starling with the aim of introducing more insurance products which compliment Starling Bank’s core proposition.