Donaldson brings more than 25 years’ experience in the financial services and insurance sector to the company. He currently holds a number of private equity backed Chairman roles across the UK and Europe.

He spent 19 years building BGL Group into the UK’s leading digital distributor of insurance and household financial Services where he was responsible for leading the development of its digital strategy, which led to the formation of price comparison website Comparethemarket.com. He was appointed Group CEO in 2013.

Prima is one of Italy’s leading car insurers – with a 30% online market share - and launched to UK consumers in October 2022. The company expects to replicate its rapid growth achieved in Italy across all chosen European territories.

Matthew Donaldson, Chairman, Prima Group, said: “I’m very excited to have the opportunity to be part of one of the most innovative and nimble companies in the European insurtech sector. Prima has already enjoyed significant growth in customers across Europe, delivering outstanding customer propositions. I’m looking forward to working with the Executive Team, Board and Shareholders in the next phase of growth”.