National Friendly has announced the appointment of Duncan Reeves as its first chief operating officer (COO) in a newly created role designed to accelerate the mutual's technology-led growth strategy.
Reeves joined National Friendly in 2008 as new business manager, and managed customer services for a decade before leading underwriting and claims from 2021, adding customer services back to his remit in 2025.
The new COO role encompasses responsibility for IT, operations, customer services, underwriting and claims.
"Duncan's appointment as our first chief operating officer recognises both his outstanding contribution to National Friendly over the past 17 years and the strategic importance of technology in our future growth," Graham Singleton, chief executive of National Friendly, said.
He continued: "His deep operational knowledge, combined with his vision for digital transformation, makes him the ideal person to lead this evolution. The creation of this role reflects our commitment to building a truly modern mutual that combines personal service with cutting-edge technology to support ambitious growth plans."
Reeves said: "This year represents a pivotal moment for National Friendly. Our goal is to give our members and intermediary partners genuine choice in how they interact with us, ensuring they receive rapid responses through their preferred channels.
"We're investing heavily in the technology that supports our service proposition to ensure it remains first class while expanding our use of automation & AI and opening new communication channels. Our use of technology will enhance, not replace, the personal touch we’re well known for. We have great staff and great products – now we'll use technology to take our service to the next level."
