Peter Sinden

General Insurance Sales & Service Director

Peter Sinden

As General Insurance Sales & Service Director at LV=, Peter passionately believes in what he describes as the ‘virtuous circle’ – putting people first, driving a highly engaged culture which in turn drives a customer centric organisation which can achieve outstanding customer service results.

This belief is one that has served him well as he supported LV= on a transformational business journey into one of today’s highly regarded insurers, with an impressive collection of industry award trophies to boot!

Prior to LV=, Peter ran the Direct Insurance business of Lloyds TSB following a 25 year career across leadership roles in the original TSB, and then through the merger with Lloyds.

His broad ranging executive experience led to him being recognised as CCA’s Director of the Year in 2013, and as an in demand speaker he is regularly seen sharing his ideas to help improve service strategies in the UK in his energetic and engaging style.

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