The move is intended to strengthen the Altrincham company's board following the arrival of new managing director David Newman last September.
The business specialises in providing motorcycle policies.
Mr Roberts is a trained chartered accountant who brings eight years of boardroom experience to the company.
The 42-year-old has previously held financial director positions at Manchester-based marketing specialist Zendor.com and IT services firm Eunite.
Carole Nash appointed ex-Roadsure managing director Simon Jackson as its commercial director earlier this year.
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