Frith joins from Relm Insurance, where he served as AVP and Senior Property Underwriter. With over a decade of experience in insurance – including eight years in underwriting and two in broking—Frith has developed a strong specialisation in complex property risks and digital asset-related coverage. His previous roles span AIG, Hiscox, and Superscript, and at Relm, he successfully built a dedicated property book from the ground up, focusing on emerging digital sectors.

In his new role, Frith will lead the broking of complex risks tied to AI compute infrastructure and digital operations—sectors where conventional insurance models often fall short. He will work closely with clients to develop bespoke, technically informed solutions that address infrastructure-specific risks.

“The digital asset insurance market is at an inflection point—the gap between what’s available and what’s needed has never been clearer,” Frith said. “Too often, traditional carriers apply outdated frameworks to next-generation operations, offering property policies that overlook the specialised infrastructure behind AI data centers and digital compute facilities.”

Frith noted that coverage for high-performance compute environments must account for environmental controls, redundant power systems, and expensive GPU clusters. “We’re working with underwriters to create protection that aligns with how these facilities actually operate,” he added. “That’s what will enable sustainable growth across the digital infrastructure ecosystem.”

Frith is known for several industry firsts, including developing the first business interruption product denominated in digital assets and securing dedicated capacity for emerging tech clients. His appointment comes at a time of rapid growth in AI infrastructure, with global capital expenditure projected to reach $7.9 trillion by 2030.

Ben Davis, Co-Founder and CEO of Native, said Frith’s deep industry experience and technical insight make him a perfect fit for the company’s ambitions. “George brings a rare combination of insurance expertise and true understanding of the infrastructure powering AI and digital ecosystems,” said Davis. “His innovative mindset and proven ability to deliver tailored solutions will be instrumental as we continue to build a new model of insurance—one built specifically for the digital age.”

Frith’s appointment underscores Native’s mission to lead the way in insuring complex, next-generation risk—by pairing underwriting innovation with deep sector understanding.