Italy-based insurer Generali’s Asian arm has hired Bruce de Broize as its new head of distribution.

De Broize, based in Hong Kong, is responsible for creating and executing new growth strategies for all of the insurer’s distribution channels for both its life and P&C businesses across the different markets in Asia. He reports directly to Generali regional officer for Asia, Roberto Leonardi.

With almost 30 years of insurance experience, de Broize joins Generali from AXA Asia, where he was regional chief distribution officer. He has extensive experience in Asia, having held management roles in China, Hong Kong, Japan, Korea, and Taiwan for various global insurance companies.

Commenting on the appointment, Leonardi said: “Bruce has a deep understanding of the distribution world and has successfully developed multi-channel distribution processes improving business productivity and enhancing agency distribution networks. We believe that Bruce will contribute to the growth ambition of Generali Asia.”

Generali is present in 10 markets in Asia, offering both life and property & casualty insurance products for retail consumers and corporate clients. As of April 2016, the company had about US$595 billion in assets under management.


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