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Marketing chief for Family

Family Assurance is appointing a new head of marketing in anticipation of

further relaxations in polarisation.

Miles Bingham was at Abbey National, where he spent six years as head of

mortgage marketing. He previously worked in a number of positions with HSBC.

The friendly society bel-ieves the FSA will move tow-ards further changes

in polarisation this year which it expects will benefit specialist

providers. Family has signed a deal with Abbey National to sell its family

bond and junior bond through direct offers. It expects to enter into

further similar arrangements.

Bingham will lead a marketing team of 38 focused on streamlining the sales

process and communicating the benefits of membership of a friendly society.

Bingham says: “With depolarisation visibly on the horizon, the financial

services industry is entering a new and exciting phase. The key to future

growth is effective distribution and operating in a lowmargin structured

environment. We are going through a radical phase of depolarisation which

will shake things up but which also presents Family with great



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