Former Direct Line Head of Digital Performance and Optimisation Joins Leading Financial Employee Benefits Provider

Neyber, a provider of financial employee benefits, today announces the appointment of Hardy Sohal to the newly created role of Head of Digital Acquisition.

Hardy has over 20 years’ experience in the digital sector and has held senior roles across major organisations including Direct Line, Experian, CitiGroup and Volkswagen.  At Direct Line he created a cross functional digital team that delivered significant revenue increases across the business. He will join Neyber’s senior management team and bring expertise in digital transformation and acquisition to the company.

This underlines Neyber’s commitment to the development of an inclusive digital strategy and its role in delivering fairer financial services for employees across the UK.  At Neyber Hardy will focus on the development of a digital strategy that will enhance client acquisition, customer retention and expand the company’s loan book.

Neyber Chief Strategy Officer Monica Kalia said: Neyber will greatly benefit from Hardy’s expertise and understanding of the role that digital channels can play in the consumer credit sector. Hardy brings unparalleled experience of digital transformation, having held leadership roles in major financial services companies. He joins Neyber at a key point in its development and will underpin our growth strategy with an expert focus on digital transformation. Our senior management team will be enhanced by Hardy’s arrival and we all look forward to the contribution that he will be bring to the company’s development over the coming months.”


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Hardy Sohal said: “I’m pleased to be joining Neyber. An integrated digital strategy will be key to the company’s growth and I will be increasing exposure across digital channels and boosting revenues through client conversion. I’ll be seeking to extend awareness of the company’s proposition across the 30 million strong UK employment market. As a result of this Neyber will be able to boost the availability of loans at lower rates of interest and help to counter the punitive credit costs faced by families across the UK, in an era where the cost of living is increasing and wages are remaining static.”

Neyber was founded by former Goldman Sachs investment bankers Martin ljaha and Monica Kalia along with financial technology expert Ezechi Britton. The founders joined together to deliver a genuine alternative to the solutions offered by financial service providers whose high borrowing rates and low returns on savings have helped to create an unprecedented era of financial stress.

To find out more about Neyber, please visit the website: www.neyber.co.uk