In this episode of Spikes Excitement Talks, Gordon welcomes Serge Raffard, Managing Director of Personal Lines at Allianz UK. With a remarkable global journey that spans strategy, finance and marketing, Serge brings deep insights from his leadership roles at McKinsey, MetLife and at Allianz Group.

They talk about his career path from engineering and corporate finance into the world of marketing and why the shift from push to pull in insurance is both a strategic and cultural transformation.
Serge shares what it means to build one of the world’s strongest insurance brands, the role of data-led marketing and how even in a complex, highly regulated, and price-driven market like the UK, brands can still create value, loyalty, and trust. Furthermore the conversation  explores why the UK is currently one of the most dynamic markets for innovation in insurance and finance.

Tune in for thoughts on scaling impact, innovation at scale and the balancing act of regulation.