New York Life has named Pedram Afshar SVP and head of service for the company’s insurance and agency Group.

Afshar is responsible for "providing a superior experience for our policyholders through engaging and satisfying customer service," according to a New York Life release. He reports to president and chief investment officer John Kim.

Afshar joins New York Life from Best Buy, where he was VP for enterprise customer experience. He has also held digital and member experience roles at USAA, Capital One, and American Century Investments.

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