Proposition Design

Proposition Design & Development Lead is responsible to lead the design and development of differentiated life and wealth propositions that address priority customer needs, strengthen portfolio competitiveness, and deliver sustainable commercial value. The role owns proposition direction from insight and concept through business-case approval and a clearly defined design handover, with particular emphasis on investment-linked products (ILP), wealth accumulation, high-net-worth (HNW), legacy-planning, and multi-currency opportunities.

The Lead converts customer, distributor, market, competitor, regulatory, and financial insight into clear proposition choices. Working across Product, Pricing, Actuarial, Investments, Distribution, Marketing, Risk, Legal, Compliance, Operations, and Technology, the role establishes the customer value proposition, design guardrails, commercial rationale, and decision-ready proposition package while preserving clear accountability for technical pricing, detailed specifications, implementation, and commercialization within the relevant partner teams.

Position Responsibilities:

1. Proposition Strategy and Roadmap

• Support the Head of Life & Wealth Proposition in translating enterprise strategy, portfolio priorities, customer needs, and distribution opportunities into an integrated 12–18-month life and wealth proposition roadmap.
• Maintain clear portfolio positioning across customer segments, needs, currencies, channels, and product categories to minimize duplication and strengthen differentiation.

2. Customer-Centric Proposition Design

• Define the target customer, unmet need, intended customer outcome, proposition promise, product role, differentiating features, and reasons to believe.
• Lead customer-value and market-fit validation using research, distributor feedback, focus groups, competitor benchmarking, portfolio experience, and relevant external practices.
• Develop the proposition one-pager, design principles, benefit architecture, customer journey, fund or investment narrative where relevant, and clear design guardrails.
• Lead proposition requirements for ILP fund architecture, investment themes, currency choices, fund differentiation, customer suitability, and the customer-facing investment narrative, in partnership with Investments, Pricing, Risk, Compliance, and relevant asset-management stakeholders. Technical fund governance and investment decisions remain with designated investment owners.
• Ensure propositions are understandable, suitable for the intended segment, and designed to support fair customer outcomes.

3. Business Case and Design Governance

• Own the proposition component of the overall business case, including the strategic rationale, target customer, customer need, proposition concept, differentiation, design assumptions, portfolio role, and intended customer outcomes. Partner with the Proposition Enablement & Commercialization Lead, who owns the commercial case, channel assumptions, commercialization plan, and outcome-realization model.
• Partner with Pricing and Actuarial to test design alternatives against APE, NBV, CSM, capital, risk, customer value, and affordability objectives; challenge trade-offs without assuming technical pricing accountability.
• Engage related stakeholders early to assess regulatory, operational, technology, investment, reinsurance, underwriting, and implementation feasibility.
• Identify proposition-level customer, conduct, regulatory, reputational, affordability, currency, investment, complexity, and suitability risks early; reflect these risks in design choices and elevate them to the accountable Risk, Legal, Compliance, Pricing, and governance owners.
• Present proposition recommendations, alternatives, trade-offs, and decisions required to the Head of Life & Wealth Proposition and relevant governance forums.
• Maintain design integrity through development by providing proposition concurrence on material changes against approved design guardrails and by ensuring agreed customer and commercial outcomes are preserved. Formal approval remains with the relevant accountable owner or governance forum.

4. Decision Rights, Role Boundaries and Design Handover

• The role owns the target customer, customer need, proposition concept, positioning, benefit architecture, design principles, proposition guardrails, portfolio role, and proposition recommendation.
• Pricing and Actuarial own technical pricing methodology, assumptions, financial modelling, and actuarial sign-off. Product Development owns detailed product specifications, policy and regulatory documentation, and technical design translation.
• Proposition Enablement & Commercialization owns go-to-market (GTM) orchestration, sales enablement, launch readiness, adopti