National Friendly has announced that Wayne Carter will be joining the business as head of sales & marketing.

Prior to joining National Friendly Carter (pictured) worked as a sales director at April UK. He was previously sales director and co-founder of Positively Money and Active Quote Health.

At National Friendly, Carter will be responsible for developing and maintaining relationships with strategic partners, intermediaries and affiliates. He will also play a key role in the development and execution of National Friendly’s business strategy, business planning and distribution, as well as the day to day management of the Society’s products, sales and marketing functions.

National Friendly relaunched into the PMI market last year. It has taken on board feedback from brokers on its healthcare product proposition and will be communicating the revamped product over the next month.

Carter said: “I am excited to join National Friendly at this time in its continued development within the PMI broker market. I intend to apply my experience in this market to help National Friendly grow and expand its current portfolio of products whilst drawing on the lessons learnt by National Friendly from its previous experience within the PMI broker market place.”

Jonathan Long, CEO National Friendly, added: “We are delighted to welcome Wayne to the National Friendly team, which demonstrates our continued commitment to growing our presence in the intermediary market.

“National Friendly has plans to roll out a number of innovative new products and services over the next year, both in the PMI industry and to meet the growing need for later life care funding. Wayne’s extensive experience will play a key role in developing the relationships with intermediaries and other strategic partners that will be crucial to those plans.”