3 March 2022


Protection challenger Guardian has today announced the appointment of Georgia d’Esterre as Head of Marketing, starting Monday 7 February the role reports into Jacqui Gillies, Marketing and Proposition Director, and has responsibility for the protection challenger’s intermediary marketing.  

Georgia has 19 years of marketing experience in financial services and is joining Guardian after 4 years at Holloway Friendly. There she was responsible for the successful and imaginative rebrand of the IP-focused mutual, resulting in a step change in unprompted adviser awareness which helped to secure a raft of awards for the Society. Prior to Holloway Friendly, Georgia spent over 12 years at AXA, steadily working her way up to the role of Head of Marketing for AXA Life Invest.

Georgia is a committed member of the Women in Protection network and was asked in December to join its Executive Committee. She is passionate about championing the female voice in the protection industry and tackling gender inequality. She was awarded Cover’s Most Inspiring Returner in 2019, in recognition of her achievements upon returning from maternity leave.

Jacqui Gillies, Marketing and Proposition Director, Guardian, said: “We’re delighted to welcome Georgia to the team. She brings with her a wealth of experience from her career, both from the early days at AXA, through to when she built their Life Invest UK marketing team; and from her amazing work at Holloway Friendly where she successfully repositioned the brand. At Guardian, Georgia will be building on the great work we’ve done so far, challenging the market and working with advisers to promote the benefits of our high quality, award-winning proposition. She’s joining at a busy time – we’ve seen incredible growth over the past year, and look forward to protecting even more families who need cover during 2022.”


-Release ends- 

Notes to editors:
Press enquiries to Natalie Robinson, 07789 501146,

Guardian Financial Services is an appointed representative of Scottish Friendly
All products are provided by Scottish Friendly Assurance Society Limited (SFA) and we have an agreement with them to underwrite and issue the protection policies we distribute through the UK intermediary channel. As an appointed representative of Scottish Friendly Assurance Society Limited, Guardian Financial Services Limited is the market-facing brand under which we promote our proposition and engage with advisers. 

Background to Guardian Financial Services, owned by Gryphon Group Holdings
Guardian, the new life and protection insurance business, launched in 2018 and pledged to grow the protection market. The brand promise of ‘Life. Made Better.’ reflects the company’s commitment to rethink and reinvent protection for the better; making sure customers get cover that’s easier to understand, simple to buy and designed to never let them down. 

Guardian’s business partners
Gryphon Group Holdings is majority owned by Punter Southall Group as the largest equity capital investor. Its back-end technology partner is Liss Systems, the UK arm of Nasdaq-listed EXL. Its front-end technology, branding and marketing partner is Space, UK based financial services specialists. Risk partners are Hannover Re and Gen Re.