Hudson is Aviva's new broker personal lines boss

Sam Hudson has been appointed head of broker personal lines for Aviva.

He has worked for both Aviva General Insurance and RAC for the last five and a half years.

He said. “Aviva has worked really hard to develop its personal lines offer and we’ve always had great products, which we continue to improve. We have now matched that great cover by introducing more sophisticated pricing that draws on our expertise in the direct market, creating a clearer alignment between direct and broker prices.

“We know that brokers are crucial when selling personal lines insurance and are well placed to make sure the customer gets the right advice on what cover they require. What we would now like to see is greater awareness of the benefits that brokers can bring to their customers, as well as the market moving to more realistic long-term pricing.”

Aviva’s personal lines products for brokers that benefit from new pricing are available through two channels; Personal Best, which allows brokers online access to Aviva’s advanced pricing elements via an extranet portal using a broker specific access code, or via a software house, including Insurecom, SSP and it is soon to go live with Open GI followed by Acturis and CDL.