Probus has appointed Atrey Bhardwaj as Chief Growth Officer as the Insurtech and insurance broking firm sharpens its focus on scale, digital expansion and distribution-led transformation.
Bhardwaj brings more than twenty years of experience across insurance and financial services, spanning marketing, sales, distribution strategy and corporate partnerships. His leadership tenures at Bajaj Allianz Life Insurance, Standard Chartered Bank, HDFC Life and BankBazaar.com covered bancassurance, digital sales, alliances, and channel development in strong P and L environments. His earlier stint with Probus further strengthens his familiarity with the company’s model and growth priorities.
“I am delighted to return to Probus, an organisation I have been deeply connected with since its inception,” Bhardwaj said. He added that his focus will be on technology-driven innovation, diversified distribution, customised product solutions and strengthening Probus’s market position while building long-term value for clients, partners and manufacturers.
Rakesh Goyal, Director at Probus Insurance Broker Pvt Ltd, said the appointment comes at a pivotal stage in the company’s expansion journey. He noted that Bhardwaj’s expertise, especially in SME insurance, aligns closely with Probus’s long-term ambitions and its commitment to being a digitally enabled, customer-focused intermediary.
Probus currently operates through a rapidly expanding network of about 54,000 channel partners and PoSPs, covering more than 19,500 pincodes and issuing over eighteen lakh policies annually. With rising digital adoption and ongoing tech investments, the company continues to strengthen its position in India’s insurance distribution landscape.
