INSTANDA Bolsters Sales Leadership to Enhance Large Insurer Agility Amid Portfolio Expansion

INSTANDA, a world leading policy administration and digital distribution platform, has reinforced its sales leadership team with three strategic hires: Robert Smith as Head of Sales for Property & Casualty (P&C) EMEA, Steve Williams as Senior Sales Director for Life & Health and Jonathan Rusby as Senior Sales Director for (P&C) in EMEA.

As demand for agile, scalable customer-centric insurance technology surges, INSTANDA continues to expand its presence among major insurers seeking to reduce the time, risk and cost of insurance product innovation. These senior appointments mark a pivotal step in accelerating growth and ensuring the highest levels of service for an expanding client portfolio across Europe, the Middle East, and Africa (EMEA).

Strategic Leadership to Drive Market Expansion

Approaching a decade since launching its first live product, INSTANDA is strengthening its sales leadership with seasoned industry experts who bring deep expertise in insurance transformation.

• Robert Smith, formerly of Mendix, will lead EMEA P&C sales strategy, driving engagement with insurers and partners to expand INSTANDA’s global footprint. With over 30 years of experience in digital innovation, client engagement, and business growth, Rob’s focus will be on helping insurers achieve cost-efficient, scalable change.

• Steve Williams, formerly of Sapiens, will lead INSTANDA’s Life & Health sales team, reporting to Will Wood, Director of Life & Health. With over 40 years of experience spanning customer-facing roles and technical solutions, Steve is known for bridging the gap between business and technology to drive transformative change for insurers.

• Jonathan Rusby, also joining from Sapiens, takes on the role of Senior Sales Director for P&C (EMEA), reporting to Robert Smith. With 30 years in insurance and 25 years in Insurtech, Jonathan played a key role in launching Duck Creek Technologies in 2007 to the European market. He then went on to lead Accenture’s P&C software business in Europe for six years, where he contributed to the successful integration of Duck Creek Technologies following its acquisition.

This announcement follows INSTANDA’s accelerated expansion into East Asia, highlighted by the milestone appointment of Sakura Kawakami as its first-ever Country Manager for Japan.

Scaling for Industry-Wide Transformation

As insurers face mounting cost pressures, inefficiencies, and evolving customer expectations, INSTANDA’s expanded sales leadership will play a key role in helping insurers modernise their existing operations, adopt flexible business models, and accelerate digital transformation.

Derek Hill, Chief Revenue Officer at INSTANDA, commented:
"We’ve experienced tremendous growth over the past year, reinforcing INSTANDA’s position as a major player in the market. To keep pace with rising demand and further accelerate our impact, we’re strengthening our sales leadership. Bringing Steve, Jonathan, and Rob on board adds significant industry expertise, equipping us to drive even greater adoption of our technology among leading insurers."

Robert Smith, Head of Sales, P&C (EMEA), commented:
"Insurers face mounting challenges, but that’s precisely where INSTANDA delivers impact. From my first conversation with the team, it was clear that our values and ambitions aligned. The focus isn’t just on delivering solutions—it’s about fundamentally improving the industry for insurers and their customers. INSTANDA is leading the charge in this revolution."

Steve Williams, Senior Sales Director, Life & Health, commented:
"I joined INSTANDA because I genuinely believe they are making a tangible impact on the industry. The platform’s unmatched flexibility, scalability, and sophistication enable insurers to adapt to an evolving landscape. Everyone at INSTANDA is committed to meaningful change, and I look forward to helping our clients achieve it."

Jonathan Rusby, Senior Sales Director for P&C (EMEA), added:
"The insurance landscape is shifting—customers increasingly expect on-demand coverage, embedded solutions, and AI-driven decision-making. Innovation is accelerating, and insurers need agile technology like INSTANDA to keep pace. I’m excited to be part of a team that enables the industry to meet these demands."