National Friendly has appointed Duncan Reeves as its first Chief Operating Officer in a newly created role designed to accelerate the mutual’s technology-led growth strategy.
Reeves, who joined National Friendly in 2008 as New Business Manager, brings nearly 17 years of operational experience across multiple departments. He managed Customer Services for a decade before heading up Underwriting & Claims from 2021, adding Customer Services back to his remit in 2025.
The new COO role encompasses responsibility for IT, Operations, Customer Services, Underwriting and Claims, reflecting National Friendly’s strategic focus on leveraging technology to enhance customer experience and operational efficiency.
National Friendly enjoyed strong membership growth in 2025, with even more ambitious plans for 2026 supported by the €15 million capital raise completed last year.
Graham Singleton, Chief Executive of National Friendly, said: “Duncan’s appointment as our first Chief Operating Officer recognises both his outstanding contribution to NationalFriendly over the past 17 years and the strategic importance of technology in our future growth. His deep operational knowledge, combined with his vision for digital transformation, makes him the ideal person to lead this evolution. The creation of this role reflects our commitment to building a truly modern mutual that combines personal service with cutting-edge technology to support ambitious growth plans.”
Duncan Reeves, Chief Operating Officer of National Friendly, said: “This year represents a pivotal moment for National Friendly. Our goal is to give our members and intermediary partners genuine choice in how they interact with us, ensuring they receive rapid responses through their preferred channels. We’re investing heavily in the technology that supports our service proposition to ensure it remains first class while expanding our use of automation and AI, and opening new communication channels. Our use of technology will enhance, not replace, the personal touch we’re well known for. We have great staff and great products – now we’ll use technology to take our service to the next level.”
Duncan Reeves, first Chief Operating Officer for National Friendly
