Edward has been involved in Spanish Motor Insurance since 1990, when he joined the start up of the first direct writer in the market, Regal Insurance. From then onwards, he has specialized in direct and bancassurance distribution and has led the launch of two successful Motor insurance start ups in Spain: 1995- He led the start up of the Motor direct writer ‘Génesis’, a joint venture between MetLife and Banco Santander. This unit is now part of Liberty Seguros (Liberty Mutual Group). 2007- He led the start up of the Motor bancassurance business of SegurCaixa, the non-Life company of ‘la Caixa’, the largest retail bank in Spain.. This business is now part of SegurCaixa Adeslas, a joint venture between Mutua Madrileña and ‘la Caixa’. He is an expert in direct marketing, pricing and segmentation.