ALPS appoints Lyndon Willshire Head of Sales


Auto Legal Protection Services (ALPS), one of the UK’s leading providers of motor claims solutions, legal expenses and additional products, has appointed Lyndon Willshire as Head of Sales.


Lyndon joins the ALPS team with over 30 years’ experience in insurance, specialising in legal expenses and add-on products.  He joins ALPS from Applied Systems where he was Director of Corporate Accounts.  Prior to that he spent more than 20 years at DAS as Head of Corporate Partnerships and then as its Head of Sales & Marketing.

In his new role as Head of Sales at ALPS, Lyndon is responsible for the sales and marketing strategy.  He leads a strong nationwide team of business development managers to develop new and existing business and to further develop ALPS’ solutions, with the aim of improving and creating new value propositions for insurance brokers.

Lee Riley, ALPS CEO, welcomed his appointment: “I am delighted to welcome Lyndon to the leadership team here at ALPS. He has a reputation in the industry for fostering a market leading and service led culture which will be instrumental in the future growth of ALPS as it develops further innovative partnerships with leading broker firms.  His appointment and vast experience in the industry reflects our commitment to attracting and retaining the best talent.  He is an excellent addition to the team and I am excited to be working alongside him to grow and develop our sales proposition.”

Lyndon Willshire comments: “The claims and legal expenses market in particular is undergoing massive change; it is an exciting time to be involved in the industry for those players like ALPS who are getting it right.  ALPS has a great reputation amongst brokers for its partnership approach to developing and marketing innovative products that puts the customer experience first, so I am looking forward to bringing my experience to bear in working closely with our customers and partners to understand their needs and develop innovate market leading solutions in this market that are truly customer led.”



Media contacts

Sarah-Jayne Wrigley at Spotlight Consulting on 07909546104 or



Editor’s notes


About ALPS

Established in 1998, Auto Legal Protection Services – ALPS – is an award winning leading provider of motor claims solutions, legal expenses and additional products to insurance brokers, networks and intermediaries throughout the UK. Based in Congleton, Cheshire, the company supports over 700 brokers. ALPS is authorised and regulated by the FCA.






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