"We’re building momentum with products, partnerships, and people who share our values – and who want to push the market forward."
- Graham Singleton, CEO of National Friendly
Sally Waterfield (pictured) has been promoted to chief marketing officer. She joined National Friendly in 2024 after serving at Foresters Friendly Society for 17 years.
In the past, she’s also worked as a marketing executive at Zurich Insurance, marketing communications officer at Fortis Insurance Ltd, and marketing assistant at Skandia.
Sally will now oversee the society’s marketing strategy with a focus on brand, marketing, product development, and customer experience strategies.
“National Friendly has always stood for care, integrity, and mutual support, and I’m proud to help lead our evolution into a modern, purpose-led insurer. I’m excited to continue shaping our proposition as part of the executive team.
“Our focus is on meeting needs with integrity, and we’re proud to offer solutions that centre on what people need today – we innovate, provide affordable solutions, and evolve with the customer,” she said.
In addition, David Morris has joined the mutual as a national account manager. Most recently, he worked as a partnerships manager at Holloway Friendly. In the past, he’s also worked as an assistant underwriter at Ageas.
In his new role, David will focus on growing relationships with adviser networks and raising awareness of its products. “National Friendly is on a genuinely exciting path. The team is actively designing products that reflect market needs, including flexible, non-underwritten options,” he said.
Graham Singleton, CEO of National Friendly, added: “Sally’s promotion and David’s arrival mark an important moment for National Friendly. Both are strong advocates of doing things differently, and both bring valuable insight into what advisers and customers want from a modern mutual.”
