Holloway Friendly has appointed two new directors to its board taking the total number of people on the board to ten.
The friendly society said it would use the moves to expand its proposition.
Mat Manser, formerly sales and marketing manager, has now been appointed sales and marketing director, while John Holland has been co-opted on to the board as a non-executive director.
Manser joined the company in May 2010 having previously worked at Bristol & West, Paymentshield and Prudential.
Holland is a former director at Zurich Financial Services with experience of the financial services industry in retail banking, life assurance and general insurance.
The insurer said Manser's appointment as an executive director would bring a greater emphasis from within the business, while Holland would add expertise in the wider market.
Mat Manser, sales and marketing director, said, "These appointments reflect the importance Holloway places on sales and marketing and the strategic development and growth of the business.
"It also reflects the priority that we put on the advisers we work with and the 15,000 consumers who have, as a result, have become shareholders in the business.
"Holloway's goal is now to expand its proposition in order to benefit a wider number of people," he added.
