Life insurer iExtend names marketing head

iExtend, a life insurance newbie that aims to address the gap in the market for policyholders cancelling their life insurance, has appointed Katherine Saivanidis as its head of marketing, effective immediately.

Saivanidis (pictured) has more than 10 years of experience in specialist insurance marketing, most recently from Zurich, where she set up the customer stream of marketing, aligning the activity of Zurich and OnePath. Previously, she spent six years at ANZ as a marketing leader in retail insurance and three years at TAL Australia, where she held several roles across marketing, digital, corporate communications, and brand.

In her new role at iExtend, Saivanidis will spearhead and coordinate brand awareness and educate advisers and insurers about the company’s unique offer.

Launched in 2021, iExtend offers a no-cost life insurance option for Australians to retain some cover for their beneficiaries. By entering an iExtend Co-Ownership Arrangement, policyholders may retain a share of their policy, with the insurer paying all the premiums on the co-owed portion of the policy.

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Since its launch, iExtend has been collaborating with market-leading service providers such as Perpetual and Australian Financial Risk Management to support its business’s development and growth.

iExtend CEO David Sarkis said the industry welcomed the new market competitor despite current challenges such as premium increases, client retention, and longevity.

“iExtend wants to lead through innovation and to provide policyholders, advisers, and insurers with a valuable solution that benefits them all. Katherine’s appointment reflects our commitment to deliver to market a new and timely offer that may create a positive outcome,” Sarkis said.

“The purpose and vision for iExtend are to help Australians who have determined to cancel or reduce their Life insurance retain interest on the co-owned portion at no cost. Our approach is to do this in collaboration – with the policyholder, who bought the policy all those years ago as an act of prudence and kindness; with the adviser, who helped them navigate the tough choices, always looking out for their best interests; and in collaboration with the insurer, who agreed always to be there – no matter what happens.”