Health insurer Simplyhealth has appointed Annie Coleridge as product director of its corporate business, reporting to Katie Wadey, chief product and commercial officer.

In this newly created role, Coleridge will be accountable for the profit and loss of the corporate business where Simplyhealth’s products are offered to employees via corporates and SMEs.

Coleridge’s experience includes femtech and diagnostics. She started her career in recruitment and has worked in healthcare leadership roles at Thriva Health, a subscription blood testing service, and the gynaecological health company Daye, a business in which Simplyhealth is an investor. Coleridge joins Simplyhealth after selling Alva, a digital menopause company that she founded, to Vira Health last year.

Wadey said: “We are on a very exciting journey to transform Simplyhealth into a product-led healthcare solutions provider. With her experience working around and with the NHS, Annie will be a real asset to Simplyhealth as we strive to help more and more people access the healthcare they need. We are delighted to welcome Annie into the growing Simplyhealth team and look forward to leveraging her experience to help bring more much needed solutions to market.”

Coleridge commented: “I have a passion for women’s health, mental health and preventative care; all these elements align perfectly with Simplyhealth’s purpose of improving access to healthcare for all. My priorities will be to work with team to drive business performance so that we deliver the best possible outcomes for our corporate partners.”