Liberty Specialty Markets (LSM), part of Liberty Mutual Insurance Group, has appointed James Cole as head of client and broker distribution for the UK and Middle East & North Africa (MENA) region.
Based in London, Cole will lead LSM’s distribution strategy and strengthen broker and client relationships across both markets. His role will focus on aligning the company’s global distribution approach with local market opportunities. He will report jointly to Luis Prato, president of UK & MENA, and Andrew Jackson, international head of client and broker distribution.
With more than 20 years of industry experience, Cole joins LSM after a decade at Generali Global Corporate & Commercial UK, where he most recently served as head of distribution. Earlier in his career, he spent nine years at Travelers in London as business development manager.
Cole’s appointment comes at a pivotal time for LSM, with the UK and MENA markets presenting contrasting dynamics. The UK remains one of the world’s most established insurance hubs, with premiums projected to exceed £220 billion in 2024, according to the ABI. However, market growth has been modest, averaging just 1–2% annually.
Meanwhile, the MENA region is expanding at a significantly faster pace. Swiss Re Institute reports that the market grew by around 6% in 2024—more than double the global average of 3%. Key markets such as Saudi Arabia and the UAE are fueling this growth through regulatory reforms, infrastructure development, and increasing demand for motor and health insurance.
For LSM, these diverging market trends highlight the need for tailored distribution strategies. In the UK, the priority is to deepen client engagement and defend market share in a competitive environment, while in MENA the focus is on capitalizing on strong growth potential and establishing a long-term presence in rapidly developing markets.
