Probus Expands Growth Strategy With Atrey Bhardwaj As CGO

Probus, a leading Insurtech & insurance broking firm, has appointed Mr. Atrey Bhardwaj as its Chief Growth Officer (CGO). In this strategic role, he will lead the company’s growth agenda by strengthening distribution ecosystems, expanding digital capabilities, and accelerating business transformation.

Mr. Bhardwaj is a seasoned professional with over two decades of experience in insurance and financial services, with expertise in marketing, sales, distribution strategy, and corporate partnerships. He has held senior leadership roles at Bajaj Allianz Life Insurance, Standard Chartered Bank, HDFC Life, and BankBazaar.com, leading key initiatives in bancassurance, digital sales, strategic alliances, and channel development within a P&L-focused environment. His earlier association with Probus, combined with his strong industry understanding and experience in building scalable business models, makes him well-positioned to contribute to the company’s next phase of growth.

Speaking about his appointment, Mr. Atrey Bhardwaj said, “I am thrilled to return to Probus, an organisation that has an enduring personal and professional connection to me since its inception. It certainly feels like a homecoming. Building on my past association and subsequent leadership experience across the insurance industry, I look forward to contributing to Probus’s continued growth and strategic evolution. My focus will be on embracing technological innovations, diversifying distribution channels, innovating product development through tailored, bundled solutions, and with the team collectively strengthening our market position while also supporting Probus's mission to provide exceptional experience and sustainable value to the clients, partners and manufacturers.”

Welcoming him to the organisation, Mr. Rakesh Goyal, Director, Probus Insurance Broker Pvt. Ltd., said, “We are at a critical stage of expansion as we look to scale our presence and build deeper capabilities. Atrey’s appointment comes at the perfect time. His experience across key industry segments, especially SME insurance, a major focus area for us, makes him a valuable addition. His strategic perspective, deep market knowledge, and proven ability to drive growth align strongly with our long-term vision. I am confident that his leadership will further reinforce Probus’s position as a digitally enabled, customer-centric insurance intermediary.”

Probus continues to strengthen its market presence with a growing nationwide network of approximately 54,000 channel partners/PoSPs, serving over 19,500 pincodes and issuing more than 18 lakh policies annually. Supported by rising digital adoption, improved claim turnaround, and ongoing technology investments, the company is on a strong growth trajectory and remains committed to transforming the insurance distribution landscape.