Clark joins British Friendly from LV=, where he was managing director for protection, while he previously held sales director roles at Legal & General and PruProtect.
He will start in his new role on 1 September.
Mark Myers, chief executive of British Friendly, said: “Iain comes to British Friendly with an excellent track record of success as well as a wealth of experience, ideas and energy.
“He has played a pivotal role in the shaping of the UK protection industry over the last twenty years and we are delighted to welcome him on board.”
Clark added: “British Friendly has a well-deserved reputation for paying claims and looking after their members.
“I am really looking forward to working with the team at British Friendly and financial advisers in the industry to drive growth, diversify and maximise the business to its full potential.
“We have ambitious plans to build upon the already strong foundations of the business and to introduce innovative products and processes which will entice both existing and new customers to expand their portfolio with us."
