Growth focused insurtech Probus names Atrey Bhardwaj as Probus Chief Growth Officer

Insurtech and insurance broking firm Probus has appointed industry veteran Atrey Bhardwaj as its chief growth officer. With this move, the company is placing an experienced leader in charge of its expansion agenda at a time when digital distribution and customer expectations are reshaping the insurance market. The Probus Chief Growth Officer mandate is centred on building scale while keeping transformation on track.

In his new role, Bhardwaj will oversee the company’s growth charter. The remit includes strengthening distribution ecosystems, expanding digital capabilities, and accelerating business transformation. The company is signalling that growth will come not only from new customers but also from better use of technology and partnerships across its network.

The appointment also reflects Probus’ belief that growth leadership now requires a blend of marketing, sales, and strategic thinking. By placing these responsibilities under a single senior role, the firm aims to align customer acquisition, partner engagement, and product delivery.

Bhardwaj brings more than 2 decades of experience in insurance and financial services. His background spans marketing, sales, distribution strategy, and corporate partnerships. Over the years he has held senior leadership positions at Bajaj Allianz Life Insurance, Standard Chartered Bank, HDFC Life, and BankBazaar dot com.

Across these organisations he has worked on bancassurance, digital sales, strategic alliances, and channel development, often in environments where profit and loss responsibility is central. That mix of frontline exposure and strategic oversight is now expected to inform his decisions at Probus.

The company also highlights his earlier association with the firm as an advantage. Familiarity with the brand, its internal culture, and its operating model is expected to shorten the adjustment curve and allow him to focus quickly on execution.

Insurance and insurtech players are competing in a market where customers expect convenient access, clear communication, and reliable service. Probus is positioning this appointment as a step toward meeting those expectations while sustaining growth. A leader with experience across traditional insurers, banks, and digital platforms is well placed to connect different parts of the ecosystem.

As chief growth officer, Bhardwaj will be responsible for turning that experience into concrete outcomes in distribution reach, digital journeys, and partner relationships. The company is framing his arrival as the beginning of a new phase, one that builds on existing strengths while pushing into new opportunities in a competitive landscape.

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