Partner Life appoints GM of brand and marketing

Partners Life has appointed Kris Ballantyne to the newly created role of General Manager, Brand and Marketing. In the role, which Ballantyne took up in mid-November, he will focus on developing and leading the company’s brand strategy following a $200 million investment by the Blackstone Tactical Investment Fund.

Ballantyne says, “It’s a bit different than most comparable appointments in that the business is in a unique space. We have grown so fast since we launched in 2011 that we haven’t had the need – or resources – to concentrate on marketing or building the brand profile, and independent financial advisers have essentially marketed for us with their endorsement of our products to clients.

“With the Blackstone backing we are now in a position to invest more in supporting IFAs and their businesses with strategic marketing, and in helping them work through the regulatory changes on the horizon. We will be able to use our own increased heft to work more closely with advisers and help them achieve their objectives as they relate to Partners Life’s products.”

Ballantyne joined the insurance industry full-time in 2007 and has held roles with Club Life / ING Life (now OnePath) and Us Advice, which was later acquired by Partners Life.