Insurtech firm Probus appoints Atrey Bhardwaj as its Chief Growth Officer

Probus has appointed Atrey Bhardwaj as its Chief Growth Officer as the insurtech and insurance broking firm sharpens its focus on scale, digital expansion and a distribution led transformation.

Bhardwaj brings more than 20 years of experience across insurance and financial services. His background spans marketing, sales, distribution strategy and corporate partnerships. He has held leadership roles at Bajaj Allianz Life Insurance, Standard Chartered Bank, HDFC Life and BankBazaar.com, where he worked across bancassurance, digital sales, alliances and channel development in strong P and L environments.

His earlier stint with Probus gives him a clear understanding of the company’s model and long term priorities. The firm said the appointment comes at a time when it is strengthening its footprint and building deeper technology capabilities.

In the announcement, Probus said Bhardwaj will lead efforts to expand digital capabilities, build scalable growth engines and support the company’s business transformation. His experience in SME insurance, a major growth area for Probus, is seen as a key advantage.

“I am thrilled to return to Probus, an organisation that has an enduring personal and professional connection to me since its inception. It certainly feels like a homecoming. Building on my past association and subsequent leadership experience across the insurance industry, I look forward to contributing to Probus’s continued growth and strategic evolution.” 

“My focus will be on embracing technological innovations, diversifying distribution channels, innovating product development through tailored, bundled solutions, and with the team collectively strengthening our market position while also supporting Probus’s mission to provide exceptional experience and sustainable value to the clients, partners and manufacturers,” Bhardwaj said.

Rakesh Goyal, Director at Probus Insurance Broker Pvt Ltd, said the company is entering a critical stage in its expansion journey.

“We are at a critical stage of expansion as we look to scale our presence and build deeper capabilities. Atrey’s appointment comes at the perfect time. His experience across key industry segments, especially SME insurance, a major focus area for us, makes him a valuable addition. His strategic perspective, deep market knowledge, and proven ability to drive growth align strongly with our long term vision. I am confident that his leadership will further reinforce Probus’s position as a digitally enabled, customer centric insurance intermediary,” he said.

Probus currently operates through a large network of about 54,000 channel partners and PoSPs. The company covers more than 19,500 pincodes and issues over eighteen lakh policies every year.