IAG has created a customer advocate function to provide a voice for consumers to the insurer’s executive team.

The advocates will engage with policyholders to drive improvements in customer experience, including around vulnerability support and financial inclusion. Feedback will be reported to IAG’s CEO and board.

Jennifer Cobley and Georgia Whitbread have been appointed community impact and customer advocate EMs, and will share leadership responsibilities.

IAG says the new function reinforces its commitment to placing customers at the centre of decision-making by turning their insights “into meaningful action and [reinforcing] fairness and accountability”.