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Artificial appoints Murfitt as permanent Chief Operating Officer

Anna Burge
Anna Burge21 Jun 2023

LONDON - Artificial Labs, the leading algorithmic underwriting InsureTech, is delighted to announce the appointment of Deana Murfitt as Chief Operating Officer.

Artificial raise £4.2million seed funding

This adds further strength and depth to the leadership team and follows the appointment of Martin Reith as Chair of the Board in October 2022.

Murfitt has been serving as Interim COO for the past year, reporting to Co-CEOs, David King and Johnny Bridges and steering the business at a time of rapid transformation, following a successful £9.5m Series A fundraise.

As Artificial’s COO, Murfitt will continue to shape the evolution of the company, scale business operations and grow the team.

“Deana brings decades of experience in scaling fast-growth technology companies and fostering dynamic environments for teams to flourish,” King said. “She has a proven track record of building collaborative environments, a deep understanding of the technology sector and a dedication to driving business performance. Deana has been a strong voice on our executive team for the past year and is already an integral part of our business.”

Deana is a technology veteran who has worked for 25 years across many industries, scaling businesses organically and via acquisition. Prior to her role at Artificial, she was the Interim Chief of Staff at InsurTech Flock, and Chief People Officer at adtech Unruly, which scaled to 22 global locations and sold to Newscorp for $176m.

As the founder of her own consultancy business, she has worked with clients at Facebook, Tide Bank, LabGenius, Captify among others. She has also lectured in Entrepreneurship at Cass Business School and at the Association of Business Schools.

Speaking about her appointment, Murfitt said:

“I’m thrilled to be joining the inspiring Artificial team on a permanent basis. Over the past year I’ve seen first-hand the power of our algorithmic platform and the talent that has developed it. It is an honour to be joining permanently to realise the full value of our technology at this pivotal time in the insurance industry.”

About Artificial Labs

Artificial is a London-based InsurTech business offering an algorithmic underwriting, data extraction and machine learning platform to commercial and specialty insurers, empowering them to write better risks, faster. We provide solutions to a number of partners across the London and global markets spanning distribution, MGAs and carriers.

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