Maria Herrero Bullich

Maria Herrero Bullich is the Chief Customer & Digital Officer for Insurance, Pensions & Investments, including Scottish Widows. She leads the efforts to transform IP&I into a customer‑centric, digital‑first business by improving performance in digital channels, creating customer propositions, strengthening profitability, enhancing digital customer experiences, and delivering smarter, more personalised marketing.

Maria has extensive experience driving digital transformation and growth across the insurance sector, with expertise in customer experience, digital channels, platform transformation and data‑led decision‑making. Prior to joining Lloyds Banking Group, she spent 2 years as Commercial Director at First Central and before that, ten years at Aviva, holding senior leadership roles across strategy, transformation, and digital operations. During her final five years, she led Aviva’s digital businesses across price comparison websites channels, including QuoteMeHappy and General Accident.

Her career highlights include leading the UK’s only fully digital insurer for five years, one of the most efficient and profitable businesses within Aviva Group and supporting transformation initiatives across multiple international markets, including Europe and Asia. Maria is a regular keynote speaker at industry events, including Google and Women in Data, and is recognised for building high‑performing teams and delivering results through digitisation and innovation.