Summary
Overview
Work history
Education
Skills
Association of Medical Insurers & Intermediaries (AMII) Executive Officer Custom
Timeline
Generic
Liam Kennedy

Liam Kennedy

Senior Leadership
Farnham,Surrey

Summary

Accomplished professional with extensive expertise in corporate distribution strategy and intermediary sales management. Demonstrates strong commercial leadership and a proven track record in product-led growth and customer retention strategies. Skilled in driving digital transformation initiatives, regulatory engagement, and team leadership. Adept at data-driven sales enablement with a focus on health insurance expertise and P&L accountability. Proficient in strategic business planning, marketing integration strategies, governance and compliance management, stakeholder engagement, negotiation, and project management. Committed to leveraging skills for impactful business outcomes while pursuing opportunities for further professional growth. Resourceful and adaptable Director with 30 years of experience in financial oversight, scheduling, bidding, protocol development and process improvements. Team-oriented leader with expertise in employee engagement, customer relationship management, time management, conflict resolution and cost reduction. Customer-focused in managing accounts and maintaining strong business relationships. Seeking to leverage background in operational leadership to fulfil role with exceptional organisation.

Overview

31
31
years of professional experience

Work history

Director of Health Key Accounts

Vitality Health UK
London
01.2010 - 06.2025

Executed strategic vision for SME and Consumer new business, aligning with Vitality's long-term goals.

  • Managed Key Accounts budget and sales revenue targets through rigorous performance tracking.
  • Directed key intermediary partners to meet business expectations in loss ratios and revenue.
  • Developed innovative, client-centric propositions tailored to SME and Consumer market needs.
  • Led Key Accounts team, fostering high-performance culture through targeted development initiatives.
  • Negotiated commercial contracts with key intermediaries, ensuring compliance and strategic alignment.

Head of Retention

PruHealth
01.2007 - 01.2010
  • Directed retention strategy across individual and corporate health insurance portfolios.
  • Reduced policy lapse rates by 22% through proactive customer engagement and loyalty initiatives.
  • Introduced segmentation-based retention campaigns that improved customer lifetime value.

National Sales Manager / Key Intermediary Manager

Standard Life Healthcare
01.1994 - 01.2007
  • Managed national sales operations and key intermediary relationships across the UK.
  • Achieved consistent double-digit annual growth in intermediary-driven sales.
  • Developed and led a team of 20+ sales professionals, several of whom progressed into senior leadership roles.

Education

Chartered Insurer -

Chartered Institute of Insurers
London

Skills

  • Corporate distribution strategy
  • Intermediary sales management
  • Commercial leadership
  • Product-led growth
  • Customer retention strategies
  • Digital transformation initiatives
  • Regulatory engagement
  • Team leadership
  • Data-driven sales enablement
  • Health insurance expertise
  • P&L accountability
  • Strategic business planning
  • Marketing integration strategies
  • Governance and compliance management
  • Stakeholder engagement and negotiation
  • Project management

Association of Medical Insurers & Intermediaries (AMII) Executive Officer Custom

As an Executive Officer on the AMII Committee since 2020, Liam Kennedy has been a driving force behind several strategic initiatives aimed at advancing professional standards and development within the UK health insurance sector. At the AMII Annual General Meeting in May 2025, Liam delivered a compelling overview of the association’s new Learning Academy—a flagship initiative designed to transform training and development for intermediaries and industry professionalsAvailable upon request.

Timeline

Director of Health Key Accounts

Vitality Health UK
01.2010 - 06.2025

Head of Retention

PruHealth
01.2007 - 01.2010

National Sales Manager / Key Intermediary Manager

Standard Life Healthcare
01.1994 - 01.2007

Chartered Insurer -

Chartered Institute of Insurers
Liam KennedySenior Leadership