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Company Well Positioned to Serve £73 Billion UK Insurance Industry

LONDON, May 1, 2024 Shift Technology, a provider of AI-powered decision optimization solutions for the global insurance industry, today announced a significant expansion of its UK team. In addition to bringing on anti-financial crime, risk and insurance industry veteran George Robbins as Head of UK Markets, the company added several important roles across its UK organisation. This expansion to the existing team, which now also includes Iain Jones, Katie Hill, and Laura Horrocks, has been built specifically to capitalise on the approximately £73 billion market opportunity represented by the UK insurance industry.

Shift established its presence in the UK market in 2017 and since that time has gone on to provide its insurance decisioning solutions to recognized industry players including 1st Central, the Insurance Fraud Bureau, and Markerstudy Insurance Services Limited, among others. Everyday, Shift’s artificial intelligence (AI) helps insurance professionals make better decisions related to suspicious claims, recovery opportunities, and underwriting, among other critical insurance processes.

“The UK is widely recognized as one of the world’s leading insurance capitals with a demonstrated tradition of innovation. The insurers that define this market are consistently seeking to work with technology partners like Shift to gain operational efficiency and deliver amazing customer experiences,” stated Robbins. “I’ve spent a large part of my career helping insurers adopt exciting new technologies to help them achieve their business objectives. Joining Shift gives me an opportunity to continue that journey as our industry embraces AI.”

Robbins joins Shift most recently from executive leadership and advisory roles with TransUnion and Hometrack. He previously led BAE Systems’ Europe, Middle East and Africa business, developing close business relationships with major insurers across the region. Jones joins the team as a solutions consultant and comes to Shift from esure, where he was a key member of the insurer’s fraud fighting team. Hill has spent her career fighting insurance fraud and comes to Shift most recently from the IFB, while Horrocks joins Shift following a career working with both insurers and technology providers to the insurance industry.

“The UK is a strategic market for Shift. This team expansion adds a wealth of experience and expertise, across both key processes and lines of business, that will help us best meet the needs of insurers throughout the region,” said Jeremy Jawish, CEO and co-founder, Shift Technology. “The industry is evolving, and we see ourselves as trusted partners and advisors who are here to help insurers take advantage of that evolution. Under George’s leadership, our UK team is well positioned to continue serving this role for the UK insurance market.”   

About Shift Technology
Shift Technology delivers AI-powered decisioning solutions to benefit the global insurance industry and its customers. Our products enable the world’s leading insurers to improve combined ratios by optimising and automating critical decisions across the policy lifecycle. Shift solutions help mitigate fraud and risk, increase operational efficiency, and deliver superior customer experiences. Learn more at

Rob Morton
Corporate Communications
Shift Technology