Nigel Hartley recently took on the role of managing director at Optimal after formerly holding the same title at Lutine Assurance, while he will be supported by its former business development manager Marc Osman.
Both men, who are hugely experienced in the corporate benefits market, joined Holloway Friendly at the end of last year and have worked with the existing Holloway Friendly board to develop the proposition for Optimal.
Mat Manser, sales and marketing director for Holloway Friendly, said: “Holloway Friendly has invested in its proposition in order to expand and diversify and Optimal is the result. This will be the biggest change to the Society since it was established in 1880.
“Optimal takes the values established by George Holloway 130 years ago and adds to them in order to provide comprehensive cover to both businesses and their employees.
“We believe in the value added by financial advisers and so Optimal’s complete range of business and employee insurance products will be provided purely through advisers.
“We will be providing one of the most comprehensive levels of cover in the market, as well as some of the very best rates.”
They have also been joined in recent weeks by Sharon Lissaman, who will be head of underwriting and technical, Alison Poyner, head of finance and operations and Lorraine Kimberley, head of group risk.
Optimal, operating from Birmingham, will market its group protection products through selected financial advisers and employee benefit consultants.
Its product range will initially concentrate on Group Life but soon be extended to include Group Income Protection and Keyperson and other associated contracts.
