James Lovett, Lovethorn
James Lovett
Founder & CEO

James launched insurtech Lovethorn in early 2023 with the vision of changing insurance. For good.

Lovethorn’s mission is to understand people better than anyone else, and develop the right technology to make insurance fair, efficient and sustainable for all. At the forefront of behavioural underwriting, they using AI to refine and enhance systems across Life and Protection underwriting and claims.

Previously co-founding and spending 14 years leading the insurance research and advisory firm, Immerse. He has worked with a wide range of blue-chip insurers, reinsurers, friendly societies and cash plan providers. Advising on product development, brand positioning and strengthening customer touchpoints.

A big believer in the power of innovation, technology and timing - James sees Lovethorn as perfectly placed to drive a positive impact in the insurance industry and wider society.

Outside of insurance he'll ideally be found golfing in the summer, skiing in the winter, and keeping up with his young family the rest of the time.