An experienced sales leader joins us to drive expansion across the UK and Europe
We’re delighted to announce that Paul Cole has joined Genasys as Sales Director, bringing proven experience in driving revenue growth within the insurance technology sector.
Paul joins us from Open GI, where he served as Director of New Business, and his appointment comes at a pivotal moment as we build upon numerous recent wins and accelerate our expansion across the UK and European markets.
“Paul brings a consultative approach that aligns perfectly with how we work at Genasys,” says Gavin Peters, Chief Growth Officer at Genasys. “He’s hands-on, customer-centric, and takes the time to truly understand client needs and business processes before establishing product fit. That’s exactly the kind of sales professionalism we need as we expand across the UK and Europe.”
Building on Momentum
Genasys has experienced significant growth across the UK and European markets, with recent client wins demonstrating the increasing demand for technology partners who can deliver speed, flexibility and reliability without the empty promises that have long plagued the industry.
“We’re at an exciting inflection point,” says Andre Symes, CEO of Genasys. “The market is clearly responding to our proposition: a platform that genuinely delivers what it promises, backed by a team that operates with integrity and a genuine commitment to client success. Paul joining us now, with his reputation for building trusted partnerships, positions us perfectly to capitalise on this momentum and bring the Genasys story to even more insurers, MGAs, and brokers who are ready for a different kind of technology partner.”
The Right Partner at the Right Time
What drew Paul to Genasys speaks volumes about both his approach to sales and what makes Genasys different in the market.
“I was drawn to Genasys for several reasons,” Paul explains. “Genasys has absolute clarity as to its mission and the people clearly able to articulate how they and the company align to that mission. The Genasys platform is truly able to do what it says on the tin and supports the full policy lifecycle from a single highly configurable modern platform, which is agile and delivers real-world impact.”
But for Paul, the technology alone wasn’t the deciding factor. “Everyone that I engaged with, formally and informally, during my interview process all shared my passion to deliver solutions that truly make a difference. There is a vibrancy and passion throughout Genasys that is really refreshing. This is a platform supported by a team of energised people that are making a difference and will have a huge positive impact on the general insurance market. This is a team I just had to be part of.”
A Different Approach to Sales
Paul’s philosophy on sales aligns perfectly with Genasys’s culture and approach to partnerships. For him, success isn’t about winning at any cost.
“I am a firm believer that sales success is not borne out of winning at any cost, but just the opposite,” Paul says. “I have always looked to foster a relationship with prospective clients built on integrity and trust.”
His approach is grounded in genuine understanding. “The Genasys platform is functionally broad and it is imperative for me that we firstly understand the client’s needs, objectives, and challenges to ensure that we present back the elements of Genasys that address these points. More importantly, in the rare circumstance that Unify does not fit well, then we should either discuss how it could support a business need or agree that in fact it is not the right solution for that particular business’s needs.”
This commitment to honesty over hitting targets at any cost is what Paul identifies as one of Genasys’s standout qualities. “Once trust and a clear understanding of the client’s objectives have been established, it is so much easier for both sides to work together towards a common goal. In any technology-based delivery there will be challenges, and I believe that if the ground rules are in place, any such challenges can be overcome.”
What the Market Really Needs
Paul has clear insights into what insurers, MGAs, and brokers are genuinely looking for from technology partners today.
“In a nutshell, they are looking for speed, flexibility, and reliability from a technology platform,” he explains. “The industry is littered with old, slow, and rigid systems as well as many promises that have never been delivered. Genasys understands this, and the low-code/no-code configurability of our system, aligned with the feature-rich APIs backed by a responsive service culture with a can-do attitude, make it easier for the market to adopt the technology and quickly start to reap the benefits.”
But technology alone isn’t enough. “These organisations are not just looking for a technology provider; they want a partner who understands their pressures and can help them stay ahead. This is where Genasys absolutely shines. We are not a software vendor; we are a long-term strategic ally.”
What Makes Genasys Different
From Paul’s perspective, Genasys’s approach to technology and partnership stands out in a crowded market for clear reasons.
“Genasys has proven its capability as a solid partner for insurers, MGAs and brokers across multiple territories,” he notes. “The approach is grounded in honesty and realism when engaging with potential partners. This is refreshing and an absolute recipe for a win-win situation in every relationship.”
He highlights the combination of technology and expertise that sets Genasys apart. “The Genasys platform is extremely flexible and highly capable. Couple this with guidance from our team of subject matter experts, and it ensures our customers reap the benefits the technology has to offer. As our customers grow, then so does Genasys. This is a shared success story from the start.”
Finding the Right Cultural Fit
Even in his first few days at Genasys, Paul has found the culture matches what drew him to join.
“I am only a few days into my life at Genasys, but the experience pre-joining and now as part of the family has been genuinely warm and welcoming,” Paul shares. “Everyone has time and is keen to listen to other perspectives. The teams are professional in their approach but also warm, with a level of fun underpinning everything that is being done. I feel that Genasys is a place where you can bring new ideas, ask questions and feel that you are part of something that is evolving together.”
Looking Ahead
As Paul settles into his role, his message to the market is clear and optimistic.
“I am excited to be part of the Genasys story and really grateful to be joining a team that is doing meaningful work with integrity and passion,” he says. “I am looking forward to listening to our prospects and helping to deliver value to them as they embark on their journey with Genasys. To all my colleagues, thank you for the warm welcome. Let’s take the Genasys story to the next level together.”
With Paul driving sales across the UK and Europe, building on recent momentum, and bringing his relationship-first approach to every conversation, Genasys is well-positioned to continue its growth trajectory while staying true to the values that have defined the company from the start.
Welcome to Genasys, Paul. We’re excited to build the next chapter together.
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