Former IAG, Qantas, NRL, Kohab CMO leads sales and marketing at digital-first insurer

Lewis Pullen becomes sales and marketing chief for iptiQ, a digital-first insurance business established by Swisse Re

Lewis Pullen
Lewis Pullen

Former Qantas, NRL, Air New Zealand and IAG marketing leader, Lewis Pullen, has taken up his next endeavour as head of sales and marketing for Swisse Re-backed digital insurance business, iptiQ.

Pullen has spent the past 18 month as CMO and lead consultant for boutique consulting firm, The Bridge International, working with clients across Australia, New Zealand, the US and UK.

He also continues on the advisory board of Australian co-property ownership startup, Kohab, which has set its sights on launching in the US after a successful beta pilot locally.

Pullen told CMO he was excited to be back client-side and facing a new brand challenge in an industry category facing reinvention and doing things differently. One of the more recent catalysts for this is Australia’s Royal Commission into the Banking, Insurance and Financial Services sector, which cast a damming light on the level of customer service and practices of such businesses and called for radical reform of the sector.

While there are players exiting the life and income protection space, for example, Pullen saw a significant opportunity for those who stay and do the right thing. He noted just one in five Australians have protection cover, and many more are often under-insured.

“iptiQ ANZ’s purpose is to close the life and income protection gap in Australia and New Zealand, by bringing peace of mind to more families, communities and businesses,” Pullen commented upon announcing his new role on LinkedIn. “iptiQ ANZ currently partners with some of Australia's leading, trusted brands and is looking to grow its distribution partners in the region.”  

iptiQ A/NZ is backed by Swiss Re, a leading provider of reinsurance and insurance headquartered in Zurich that’s been operating for more than 150 years. The group offers life insurance, income protection, permanent disablement and critical illness insurance solutions.  

“The strong purpose, mission and values of the business is a key reason I have joined the team,” Pullen continued. “iptiQ ANZ was established to transform insurance buying by providing a world-class digital insurance engine and underwriting capabilities, with a white-label value proposition that is affordable, simple to understand and to purchase.”    

Another reason is the combined sales and marketing functional approach, which Pullen said would help him better drive growth and revenue.  

Prior to his work with Kohab and The Bridge, Pullen was marketing director of IAG’s Satellite business, an independent division established to help the insurance giant disrupt itself as well as the wider insurance market. Pullen’s resume also include stints as marketing leader for the National Rugby League, and marketing at Qantas. He commenced his career in brand and loyalty at British Airways and has worked across the UK, US, Europe, Middle East and A/NZ markets.  

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia. 

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