Lincoln Financial Group Names VP, Digital Strategy and User Experience

Anand Rao has been named VP of Digital Strategy and User Experience at Lincoln Financial Group (Philadelphia). In this new role, Rao will lead Lincoln Financial's digital strategy and user-based design team to develop and implement comprehensive strategies aligned with the insurer's four core businesses -- Defined Contribution, Life, Annuities and Group Protection -- and the enterprise that deliver compelling, innovative digital experiences. He will report to Chief Digital Officer Tricia Blair.

"At Lincoln, we are focused on transforming the way we deliver the digital experience so that it is easy to do business with us," said Blair, in a press release. "We are excited to leverage Anand's strengths in directing and executing our digital strategy and enhancing methodologies for usability and user experience involvement in website applications development."

Rao comes to Lincoln with 14 years of consulting experience in the financial services industry. Most recently, he was a principal at Diamond Management & Technology Consultants, a division of PricewaterhouseCoopers, where he worked with life, retirement and property/casualty companies on developing customer experience strategies and mobilizing for business and operational improvement.

Katherine Burger is Editorial Director of Bank Systems & Technology and Insurance & Technology, members of UBM TechWeb's InformationWeek Financial Services. She assumed leadership of Bank Systems & Technology in 2003 and of Insurance & Technology in 1991. In addition to ... View Full Bio