Social media specialist Aaron Zelman has left Priority Life to start his own life insurance practice with Synchron.

Mr Zelman was associate partner at Melbourne-based Priority Life for eight years. His new practice, LifeScope Advice, will provide life insurance to business owners, executives and professionals.

“In the face of significant change and opportunity within the industry, I now prefer the thrill of creating a highly innovative business to the safety of a more traditional approach,” he said.

“Synchron has a large proportion of entrepreneurs and the leadership seems to truly embrace this with both hands.”

He says the business will be promoted through social media.

“Online and social media are revolutionising our society and yet many people in our industry are scared to give it a real go,” Mr Zelman said. “My belief is that the rewards are great for those who provide value to their audience before asking for anything in return.”

Mr Zelman recently founded the Australian Risk Advisers group on LinkedIn.