1st Central Announces the Appointment of Andy Cooper as Chief Pricing Officer

1st Central, a leading UK-based personal lines insurer, today announces the appointment of Andy Cooper as Chief Pricing Officer. He will join 1st Central in May 2026 and will lead its new Pricing and Proposition pillar, with responsibility for strategy and delivery across the portfolio. 

Andy brings over twenty years of experience in the insurance industry. He joins 1st Central from esure, where his most recent role was as Commercial Director, with a broad remit covering pricing, underwriting, marketing, sales, PR and ESG. During more than fifteen years with the business, he held senior positions including Director of Pricing, Head of Retail Pricing, and Head of Corporate Analysis, and played a central role in shaping its pricing strategy and trading performance.

Andy commented: “I am hugely excited to be joining 1st Central at such an important point in its journey. I’m looking forward to working with colleagues across the business to build on the progress already made and help to deliver growth and lasting value for customers.”

Throughout his career roles, Andy has led the development of pricing strategies and propositions and has helped to drive the adoption of advanced analytics, AI and machine learning, and new pricing tools. He has also overseen the migration of home insurance to new pricing algorithms and driven the implementation of live pricing technology such as Radar Live. 

Michael Lee, Group CEO, said: “I’m delighted to welcome Andy to 1st Central. He brings deep experience in pricing strategy and analytics, as well as a strong track record of leading teams through change. His expertise will be important as we strengthen our pricing and proposition capabilities and move into the next phase of growth in 2026 and beyond.”

“Andy is known as a transformational leader who is passionate about building high-performing teams and leading strategic change. By combining pricing expertise and analytical experience with a clear focus on good customer outcomes, 1st Central aims to support disciplined growth and create long-term value for its customers and shareholders through Andy’s appointment.”