105: Optimising Insurance Marketing on LinkedIn with Catherine France

In this episode of the Changing the Conversation, we are thrilled to be speaking with Phil Denman, Co-Founder and CEO of four-section MGA, Capacity Insights! In conversation with Macaii’s Sarah Myerscough, Phil explains his philosophy for establishing partnerships with experts external to the insurance industry, and how these can help us to keep apace with customer interests and regulatory demands. Is it possible for any insurance company to address customer desires without delegating any tasks to external experts? As we rapidly transition towards digitisation, how do we keep an eye on the unintended consequences of new digital practices, particularly with new regulatory measures to consider? Having established what your company is good at and what your customers want, how can you align both of those propositions?   Quote of the Episode “I see this modern, fast moving insurance market that we work in being a sort of an ecosystem of partnerships. Whether that's technology, whether that's people providing parametric claim settlement, or data services, whether that's partnering with different claims providers where we can. Instead of trying to be everything to everybody, being a leader in the delivery of high-engagement, subscription-type services, as a fully regulated entity, with all of the cost and rigour and robustness that comes with that. We may be compartment with people for some of the faster-moving engagement services, certainly in terms of digital health, digital assistance, digital claims services. We will come outside of our own organisation and partner with people for that, for that engagement layer.” Phil suggests that the insurance market today will flourish or flounder on account of how quickly and effectively we can partner up with and incorporate the insights of experts external to our industry. Particularly with regard to technological proficiency and digital services, it is key that we can provide a platform that is easy and user-friendly whilst also mitigating any potential unintended consequences to satisfy the regulators. It’s impossible for us to be experts at everything, and outsourcing certain processes to people who can provide those areas will, Phil argues, be the differentiating factor that eventually keeps some companies afloat, and leaves others in the dust.   Key Takeaways Our buying cycles have been completely reoriented by the high-speed nature of the Amazon business model and others of its ilk, fuelling an ‘I want it yesterday’ mentality underpinned by getting products quickly, with as little administrative hassle as possible. Yet, insurance is a complicated product. Phil suggests that delivering a such a simplistic customer journey necessitates a significant amount of complex work and technological expertise. Great products, he notes, are complex products, masked with a veneer of ease and simplicity from the client’s perspective. To facilitate this, Phil argues, it is essential that we begin to collaborate more with digital partners who can provide the expertise you might not have in-house. ‘We can’t be everything to everyone,’ Phil notes, and as such developing such partnerships will become a core means by which our industry can begin to meet these aforementioned customer expectations. Capacity Insights themselves have made many changes in this regard. Phil notes that the company has re-engineered its product process to begin with customer needs, and with regulatory expectations in mind, thereby deploying a 360-degree view of the various levels that products need to deliver on. Data management is a crucial aspect of delivering a smooth customer journey. While we have access to more data than ever, its oversaturation can often prove a hindrance rather than a help. Phil argues that data should be perceived as a pillar of support rather than an illuminator in determining customer outcomes. The need to carefully navigate the use and implementation of data perfectly exemplifies Capacity Insights’ partnerships-based business model. The company has recently signed a contract with an external actuarial consultancy providing data storage and analytics. This brings huge benefits to a business of Capacity Insights’ size. The company simply wouldn’t have been able to build a data warehouse and insight function internally with nearly the same functionality, let alone the extensive cost considerations. Phil considers outsourcing in this manner to be a theme that will become increasingly significant across insurance in years to come, particularly with regard to AI. To keep ahead of the curve, insurance companies must remain nimble, highly technically proficient, and empowered by technology, which can be externally provided. If you’re an intermediary in the UK or Europe looking to deploy medical, dental, travel or personal accident insurance, consider getting in touch with Phil, whose contact details are linked below!   Best Moments/Key Quotes “We are constantly challenging ourselves to say, ‘What is it that we are good at?’”   “I'm not even sure the experts in AI are truly experts in tomorrow's AI. It is such a complex, fast-moving sector that I just question whether, in the future, we will all be the experts of all that we survey. We're starting to see, being the entity that we are, we will have to partner with people who can provide these areas that we're not experts in.”   ‘Great products aren't simple products; great products are actually complicated things that are delivered in a way that makes them feel simple.’   “And I think the global giants, who obviously are a massive force, in our online marketplaces, I think they will have as many challenges as we do, just at a different scale. Maybe their desire to partner for what they might see as core functionality around technology, AI engagement, there may be less desire, less corporate appetite, and a greater inner inertia to try and be that jack of all trades. They're trying to be experts across this huge gambit of technical proficiencies, which I think will be hugely challenging for them, just as it is for our business.”   Resources Capacity Insights: https://capacityinsights.co.uk/   About the Guest Phil Denman has worked in and around the schemes market for thirty years. He is the Co-Founder and CEO of Capacity Insights, a four-section MGA underwriting travel, medical, dental, and personal accident claims. Phil’s LinkedIn Profile: https://www.linkedin.com/in/phil-denman-38188a9/   About the Host Sarah Myerscough is the Chief Ideas Officer at Macaii, formerly Boston Tullis. She hosts/co-hosts several podcasts and is known for her knack in connecting with people. Sarah excels in bringing out the best for video, podcast, and live events, helping clients showcase the human side of their business. Sarah is passionate about the evolving dynamics of the insurance industry and enjoys conversing with innovators, trailblazers, and long-term advocates of change. Website: www.macaii.co.uk  

Welcome to Changing the Conversation: The people in insurance. The brand new, reimagined evolution of The Insurance Broker’s Podcast, brought to you by Macaii Ltd! In this podcast episode, insurance veteran Bryan Falchuk discusses the need for a fundamental reassessment in the insurance sector amidst changing external dynamics like climate change and supply chain disruptions. Brian argues that traditional cyclicality in insurance rates no longer applies due to shifts in global capital, creating challenges for insurers and customers alike. He advocates for re-evaluating risk coverage and pricing models to design products that meet today's exposures. Brian highlights innovative solutions like parametric insurance tailored to specific risks such as tornadoes or hail damage. Additionally, Bryan emphasizes the role of institutions like Lloyd's of London in driving industry-wide change, calling for bolder leadership and operational efficiency. Drawing parallels between personal development and industry evolution, Bryan encourages resilience and a "how might we" approach to overcome challenges and drive innovation in insurance. This podcast offers a succinct yet thought-provoking perspective on the future of insurance, urging industry players to adapt to the evolving landscape.   Quote of the Episode "This is about figuring out a completely new way to address the market. It's not just a cycle; it's a shift. Capital doesn't work the way it used to. It's not just a pot of money in one place anymore; it's totally fungible, moving around globally. So when macroeconomic factors like climate change, supply chain disruptions, or labour shortages affect risk and its costs, capital just keeps flowing. We're in a conundrum where insurance is neither affordable to buy nor to sell at a market-clearing rate. That's the fundamental shift—it's not temporal."   "We need to not tinker; we need to start afresh. We've iterated on policies forever, but we must stop framing ourselves in the old world. We need to ask: What is the exposure? What are the core coverages needed today? Building coverage fit for the actual exposure is crucial. Then, we must reassess how we analyse risk and price for it. Just raising rates won't fix fundamentally broken risk analysis and pricing models."   Key Takeaways Shift in Insurance Dynamics: The interview highlights a fundamental shift in the insurance industry, moving away from traditional cyclicality to a new paradigm driven by global capital fluidity and macro-economic factors like climate change and supply chain disruptions. This shift challenges traditional approaches to risk analysis, pricing, and coverage. Need for Fresh Perspective: There's a call for a fresh perspective in insurance, advocating for a departure from tinkering with existing policies towards a complete reassessment of exposures and coverages. This entails designing coverage tailored to modern risks and leveraging better data and processes to analyse and price risks accurately. Embracing Adaptability and Innovation: The industry's response requires flexibility and innovation, both in creating and adjusting coverage to meet evolving needs and in operational leadership to drive efficiency and effectiveness. Embracing a mindset of resilience, learning from failures, and persisting in the face of challenges is essential for personal and industry-wide progress.   Resources Bryan Falchuck - https://bryanfalchuk.com/ Bryan Falchuck LinkedIn - https://www.linkedin.com/in/bryanfalchuk/ Insurance Evolution Partners - https://insurance-evolution.com/   About the Guest Bryan is a best-selling author, speaker, and life coach who has overcome major adversities to achieve success. Bryan has drawn lessons from his experiences to inspire others to succeed. His book "Do a Day" has earned praise and awards, including the Literary Titan's Silver prize and 5-star ratings from book reviews. His upcoming book, "The 50 75 100 Solution: Build Better Relationships," focuses on fostering happier, healthier, and more supportive relationships. As a sought-after speaker, Bryan addresses topics such as success, motivation, culture, and innovation at various events. He tailors his presentations to suit both large and small audiences, drawing from his extensive experience and expertise. With nearly a decade of coaching and mentoring experience, Bryan helps individuals and corporations achieve their goals across different aspects of life. He believes in a holistic approach to coaching, addressing leadership, health, career, relationships, and more to inspire overall success.   About the Host Sarah Myerscough is the Chief Ideas Officer at Macaii, formerly Boston Tullis. She hosts/co-hosts several podcasts and is known for her knack in connecting with people. Sarah excels in bringing out the best for video, podcast, and live events, helping clients showcase the human side of their business. Sarah is passionate about the evolving dynamics of the insurance industry and enjoys conversing with innovators, trailblazers, and long-term advocates of change. Website: www.macaii.co.uk

Welcome to Changing the Conversation: The people in insurance. The brand new, reimagined evolution of The Insurance Broker’s Podcast, brought to you by Macaii Ltd! In light of the wide array of changes across insurance we have observed recently, we are shifting the direction of the podcast to speak to those in the industry who are doing things differently, having identified a sticking point which they hope to resist against. This new iteration of the podcast is all about highlighting the people, the passion and the professionalism that drives our industry. In today’s episode we are very pleased to be speaking with Ajay Mistry, Co-Founder of iCAN! Ajay is an expert in all things networking, and throughout the episode, he offers his advice for approaching industry events, and his insights for maximising your presence on LinkedIn.   Quote of the Episode “Networking is all-encompassing… it's all about building relationships, and whether that's through stuff after work, whether that's in meetings, whether that's phone calls you're having with colleagues internally – there's so many different types of networking. One thing that's really fundamental is that things are changing; people are more accessible than they ever have been, because of social media and LinkedIn. There are more networks available than ever to join. So, if you’re ever lonely, there's a really quick way to find people.” Networking has always been closely associated with insurance. It is an inherently people-facing industry. Now, through LinkedIn and other social media platforms, we have immediate access to the very people we could and should be forming promising connections with, There are more networks than ever to join. This can, in one respect, make the prospect of networking feel even more mountainous and daunting than before. On the other hand, digital networking can provide a less pressurised way to get to know a potential contact before meeting them in person. It grants a platform through which an initial layer of trust and connection can be established before that first meeting where it can more organically flourish.   Key Takeaways For most of us, the prospect of networking is profoundly uncomfortable. It can often feel shrouded by a certain seediness; since there is a ‘business’ element underpinning each conversation you might have at a networking event; it can make the process feel inauthentic. Ajay suggests that it is always key to establish a personal connection first and foremost, and not to worry about the bottom line. A mutually beneficial connection can only ever emerge from any given conversation if both parties are genuinely interested in one another, and demonstrate this by actively listening to one another. If you find yourself lost about how to start a conversation at an event, for example, remember that everything is in context. Talk about the event, or a speaker you just heard from. This provides a springboard from which you can transition into a casual, personal conversation. Ajay offers five top tips for networking, all of which can help you to forge more organic and authentic connections: What’s the worst that’s going to happen? The world is full of abundance, not scarcity – there will always be more opportunities to network If you don’t ask, you don’t get Have a plan – come to every event knowing what you want to get out of it You’re the product of your systems, not your intentions – if you want to network, put an event in your diary and go to it Ajay is also an expert in using LinkedIn to effectively distribute your unique message. It provides an excellent form of passive communication, by distributing your message across the homepages of all your connections and empowering them with the choice of whether to engage with it or not. Consequently, regularly posting effectively does the networking for you, even when you’re not in the room. Using LinkedIn to talk about important topics relevant to the industry will clue your connections in to your status as a well-informed and motivated insurance professional. During the episode, Ajay highlights employee resource groups as a great means of promoting networking within businesses. These are in-house, employee-led groups focused on a specific strand of diversity, be it ethnic minorities, the LGBTQIA+ community, young industry starters, and many more. You don’t have to belong to these groups to network with them, and they can both add an extra layer to one’s job, and facilitate good business in-house and in collaboration with another companies.   Best Moments/Key Quotes “People feel there's a seediness or dirtiness that comes with the word ‘networking’, but actually, it's just about building relationships for a benefit to yourself or the other person at some point. If you go in with the mindset of ‘I want to help other people’, or ‘How can I give back?’, all of a sudden it changes from a seedy way of doing things to ‘I'm helping actually’ and therefore, ‘I'll give something give forwards and get something back’.”   “It's hard to quantify, but look at the people who have done very well in this industry. They've done it because of networking. The traditional ‘old boys’ networks, yes, they are antiquated in their viewpoints. However, they started for a reason; there's some good best practice there in terms of people have helped each other and now they’re helping each other later on. That cycle is very important. And the more people that get in that cycle, the more that people can move forward.”   “[With LinkedIn] you're giving people the choice of how they want to receive information, if they don't want to receive it, and they don't want to listen, that's their choice. By putting the power in their hands, it's very empowering for them, because they get to choose. When it comes to direct communication, it’s different. Because then you're forcing someone to make a decision.”   Resources iCAN – Upcoming Events: https://www.i-can.me/events-2 iCAN - Coffee with the CEO: https://www.i-can.me/coffee-with-the-ceo   About the Guest Ajay Mistry is the Co-Founder of the Insurance Cultural Awareness Network (iCAN), the Founder of Gambit Partners and a board member of the CII Broking Board. Ajay Mistry: https://www.linkedin.com/in/1ajaymistry/   About the Host Sarah Myerscough is the Chief Ideas Officer at Macaii, formerly Boston Tullis. She hosts/co-hosts several podcasts and is known for her knack in connecting with people. Sarah excels in bringing out the best for video, podcast, and live events, helping clients showcase the human side of their business. Sarah is passionate about the evolving dynamics of the insurance industry and enjoys conversing with innovators, trailblazers, and long-term advocates of change. Website: www.macaii.co.uk  

How can brokers better advise clients with deficient cybersecurity architecture? What steps can we and our clients take to raise our cyber resilience and reduce the potential damage of an attack? Businesses that haven’t suffered a cyberattack are in the minority, or alternatively, they simply haven’t discovered that it has happened yet. Infoprotect reports that 51% of businesses have suffered from a cyberattack or breach in the past year alone. In this episode of the Insurance Broker Podcast, returning guest Brad Fraser, CEO of Infoprotect, speaks about how we can improve the cybersecurity scaffolding that is so crucial for our data-centric industry, within our own businesses and those of our clients. In conversation with Boston Tullis’ Sarah Myerscough, he explains that while we are all potentially susceptible to a cyberattack, we need not cower in fear of this possibility. He outlines a straightforward and systematic approach for improving your cyber resilience, without deploying any of the jargon that often makes such advice inaccessible.   Quote of the Episode “[Left of bang is] a term that was coined by the military, I think in the Iraq War. It's about being prepared and able to protect yourself before the attack happens. Be aware of your surroundings, have a situational awareness, and make sure that you've taken all the steps, because the last thing you want to happen is an attack to take place, and you're not prepared. Then you have to launch into a survival mode and scramble to get everything sorted out, and you suddenly realise, ‘I didn't do the basics. So, it's about situational awareness. When it comes to cyber, it's really around resilience… Just being resilient, and following the steps that can help you be resilient is so important.” Much of the advice often distributed with regards to cybersecurity is retrospective, and only applicable after an attack has already taken place. Brad emphasises that to truly minimise the risk of such attacks, we must implement an array of systems and procedures by which they can be warded off. He offers a ten-step plan for building cyber resilience, also outlined in a blog on the Infoprotect website linked below, through which both small businesses and large enterprises can assess the state of their cybersecurity and implement measures for improving it. In doing so, you can ensure that your business and your clients can always remain ‘left of bang’ of any potential cyberattack.   Key Takeaways When you’re putting out fires in your day-to-day work, it’s easy to overlook good procedures for maintaining healthy cybersecurity, and to allow any deficiencies within your digital infrastructure to go unchanged. Such nonchalance is exactly what cyber attackers aim to identify and exploit when targeting businesses. Brad asserts that we must take a proactive approach to managing cybersecurity and building cyber resilience. He argues that this must begin with a comprehensive risk assessment of your digital infrastructure, thereby establishing a baseline from which your systems can become more resilient to attack. Data has become the backbone of our industry, and therefore its secure storage and management is paramount. If our data is compromised in a cyberattack, the fallout will not simply be the loss of money and resources attributed to recovering it, but also the reputational damage of having insufficient cyber resilience. Brad argues that good data security is hinged upon several often underexamined areas of cyber resilience: Asset Management – how is your hardware and software infrastructure built to ensure that systems are impenetrable? Vulnerability Management – once you have cybersecurity software, are you keeping it up to date? What condition is it in? Identity & Access Management – who can access the various systems within your business? Instilling cyber resilience is not about raising hysteria about the prospect of cyberattacks. Rather, once you’ve got a plan, you become prepared, and able to respond in the event of an incident. Cyberattacks should be assessed and planned for like any other tangible emergency. To facilitate this, it’s key to de-jargonise the conversations happening within this space, so that brokers and their clients alike are able to more easily comprehend the importance of cyber resilience measures, to prevent the worst from happening. Infoprotect offer a cyber resilience package to help brokers with managing their clients’ cybersecurity. To find out more, visit their website linked below, or contact Brad, who is happy to help!   Best Moments/Key Quotes “Who has got access to your data? And what do you do with it? Do you encrypt it? Do you keep it in a separate repository? Do you keep it offsite? Do you back it up? What do you do with your data? Your data is so important to your business, and if it is stolen and shared, that's the last thing you want to happen.”   “This is not putting fear into people. It's purely saying, ‘Just be ready for this’. It may or may never happen, and if it doesn't happen, well, that's good, isn't it? Who cares if it happens or not? Let's be ready for it. That's the most important thing.”   ‘We need to make the internet and our whole way of communicating over the internet safer.’   “Unfortunately, there's a lot of people out there that are using fear. And they're using jargon and they're using buzzwords and they're saying, ‘You're always going to be in trouble.’ Follow the basics. Get your layers [of cyber resilience], go through those, and you're going to be much better off than people that haven't.”     Resources Infoprotect – Cybersecurity: https://www.infoprotect.co.uk/cybersecurity/ Infoprotect – 10 Steps to Cyber Resilience: https://www.infoprotect.co.uk/blog/10-steps-to-cyber-resilience/ OpenText – What is Cyber Resilience?: https://blogs.opentext.com/cyber-resilience-definition/   About the Guest Brad Fraser is the CEO of Infoprotect, an IT solution provider that designs complex technology solutions for clients. He specialises in Cyber Security and Data Backup as well as having a host of experience in security services and managed solutions. Brad’s LinkedIn Profile: https://www.linkedin.com/in/bradfraserentrepreneur   About the Host Sarah Myerscough is the Sales and Marketing Director of Boston Tullis Group. The founder of The Insurance Brokers Podcast, she brings a wealth of experience and a fresh perspective on communication in the insurance sector. Boston Tullis works with insurance professionals to build effective communication both internally and externally through podcasting, event reporting, videography, and internal communications facilitation. Website: https://bostontullis.co.uk/  Evaluation Link: https://s.bostontullis.co.uk/s/podcastevaluation       

How can LinkedIn be used for reaching your target demographic? What kind of marketing content is most likely to facilitate a return on investment, and how can this be calculated? In this episode, we’re excited to be speaking with Catherine France, an insurance copywriter who specialises in using LinkedIn to help attract and convert clients. In conversation with Boston Tullis’ Sarah Myerscough, she illustrates how you can target LinkedIn content to your intended demographic, and explains the steps you need to take in order to project a trustworthy and reliable brand presence. Quote of the Episode “In terms of sales vs non-sales content, when I'm talking to my clients, and we're building their profile on LinkedIn, we are very much focused on educating, informing, giving value, as opposed to selling. It's probably like the 80-20 rule: 80% of the content we put out is information, and then 20% might be information with a call to action, that's more sales.” It’s easy to assume that the best way to garner sales through your marketing content on LinkedIn is to directly promote the services and products you offer. However, this is more likely to alienate than entice your ideal client, particularly if they have little to no knowledge of the insurance industry. Catherine suggests that a great way to subtly market your business whilst simultaneously capturing the interest of potential clients is to post educational and informative content, perhaps explaining different kinds of policy or common insurance misconceptions. Prior to doing so, you should establish who your ideal client is, and what challenges they might be facing that you can assist with. How much do they know about insurance? Subsequently, you can target your marketing content towards such individuals. Key Takeaways With 875 million people on LinkedIn, all of whom need insurance, the service provides a huge wealth of potential clients that you can attract to your brand. We live in the age of content, and quality posts on your LinkedIn page can be hugely beneficial in capturing the interest of potential clients. However, before you start posting, there are other considerations you should make which will help your content to reach the right demographic. When it comes to social media marketing, the focus is often always on your content and the engagement it receives, but potential clients’ reception of your posts is often entirely contingent on the initial impression made by your profile. If someone sees your post, the next thing they will likely do is to view your profile, to garner a sense of your legitimacy and trustworthiness as a brand. To optimise this, you should ensure that your contact information is clearly visible. Additionally, you should enable creator mode in order to add a link to your business’ website onto your profile. The ‘Summary’ section effectively serves as your business’ digital shopfront. In 3000 characters, you must explain what you do, who you help, and how. Being overly general in this description can be potentially confusing or alienating; thus, it must contain specific details tailored to capturing the interests of your specific ideal client. Having optimised your profile, you must also examine your LinkedIn network. Most insurance professionals’ network will be full of insurance professionals. To change this, use search filters to find people in the particular business sectors you would like to connect with. Connect with as many people as possible, but avoid sending them private messages – this is likely to deter them from your brand. Make those connections, and allow those people to view your profile and determine whether they would like to correspond with you or not. This further emphasises the importance of having a well-curated and informative profile. Subsequently, you can begin to contemplate the type of content you should post. As previously mentioned, deploying educative content, by using simple language and relatable stories from a non-insurance perspective, can be highly lucrative in drawing people to your brand. This enhances your reputation as delivering valuable knowledge. Furthermore, posting a diverse range of content is key. Behind-the-scenes posts shared by company staff often receive the most engagement, as they emphasise the faces behind your brand, thereby humanising the business and further amplifying its trustworthiness. How do you identify a return on investment with marketing? Post likes and shares can be misleading, as they don’t necessarily correspond with new sales. Catherine argues that the key metric with LinkedIn marketing is profile views, either on personal or company pages. If posts lead to profile views, this means that they are drawing people to potentially want to reach out and ask for help or further information. To facilitate this, posting consistently quality posts covering a diverse range of topics, whilst also targeting your ideal client is essential.   Best Moments/Key Quotes “The profile really is like having another webpage. If you haven't got a website, then you can use it like a website. Make sure that you've got a banner image, a decent headshot photo, that your headline is clear, saying what you do and who you help.”   “Think about your ideal client, you know, who are they? What are their challenges, what's keeping them awake at night? Then, talk to those people.”   “I think the key metric for a personal page, and probably a company page as well, is that profile view. It's actually who's gone on there and viewed your profile.”   Resources Catherine France - https://www.catherinefrance.com/   About the Guest Catherine France is an insurance copywriter, who helps insurance executives create consistent quality content to help them attract and convert their dream clients. This ranges from writing blog posts to social media captions, helping them build their website, and more. Catherine’s LinkedIn Profile: https://www.linkedin.com/in/catherine-france/   About the Host Sarah Myerscough is the Sales and Marketing Director of Boston Tullis Group. The founder of The Insurance Brokers Podcast, she brings a wealth of experience and a fresh perspective on communication in the insurance sector. Boston Tullis works with insurance professionals to build effective communication both internally and externally through podcasting, event reporting, videography, and internal communications facilitation. Website: https://bostontullis.co.uk/  Evaluation Link: https://s.bostontullis.co.uk/s/podcastevaluation       

Are you keen for your business to remain aligned with the latest innovations across the industry? Would you like to learn more about how new digital processes and platforms can energise and streamline your productive output? In this episode of the Insurance Broker Podcast, we are very pleased to be speaking with Merlin Beyts, Head of Content at ITC DIA Europe! In conversation with Boston Tullis’ Sarah Myerscough, he explains what attendees can expect at the business’ exciting upcoming event at the Fira Gran Via in Barcelona, from 27th to 29th June! Uniting leading experts from across the industry, and giving a voice to professionals from adjacent industries, the event intends to further propel the future of insurance, facilitating discussion between insurers, brokers and Insurtech innovators.   Quote of the Episode “What I've noticed working in events… is you sometimes can fall into the trap of having the same conversations about the same things, and you really do need those innovators to sometimes say something that's perhaps controversial, say something that perhaps people don't necessarily want to hear. It's always great to have those innovative opinions so that we can really drive things forward.” The ITC DIA Europe event intends to provide a springboard for innovation, by hosting speakers who will push boundaries and encourage introspection for attending businesses, to evaluate how they can embrace new technology and form partnerships with which to stride confidently into the future. With so much change constantly rattling the industry, precipitated by the necessitated transformations during the COVID pandemic, it is through embracing change and constant innovation that insurers and brokers alike can continue to thrive throughout the unforeseeable.   Key Takeaways The ITC DIA Event intends to promote widespread innovation across the industry, by uniting Insurtech creators alongside traditional brokers and insurers under one roof. There are many businesses out there who can help the traditional insurance industry to drive innovation, and the event aims to facilitate discussions and promote collaboration between the old and the new. This is reflected in the structural hybridity of the conference, combining a traditional approach whereby everyone can move around and meet different exhibitors, alongside a ‘festival feel’ whereby people can sit down, relax, and have meaningful conversations and create powerful connections. Through this approach, the event aims to enable both Insurtech innovators and insurers and brokers to achieve their business goals, attaining the confidence to incorporate new digital practices. Merlin notes that some brokers have expressed a reluctance towards adopting new digital tools, perhaps for fear that it may eventually lead to certain areas of traditional broking becoming obsolete in the face of startlingly adaptable artificial intelligence. Yet, he argues that truly successful businesses will be those that embrace change. The ultimate focus of the event is the future of our industry. Where will insurance be in a few years’ time, and what changes does your business need to make to remain in the running? To book your ticket, visit the registration page on ICT DIA’s website, linked below!   Best Moments/Key Quotes “One of the big things that we are incredibly keen to make sure is on the agenda is just how many enablers there are out there who can help the insurance industry really drive innovation.  That's the whole goal of everything that we do, whether it's an event, whether it's a webinar, is to is to push the industry forward.”   “If you're an insurance provider looking to looking to accelerate your innovation, looking to automate your underwriting processes, improve your claims experience, we've got all of those people that can help you do that. Similarly, if you are looking to engage with those people from a tech provider side, or even from an MGA standpoint looking to partner up with carriers who have a large customer base, we're going to have a lot of those people in the room as well.”   “There's a quote that I read from Andrew Horton, when he was CEO of Beazley and is now the Group CEO of QBE Insurance. [He] said, essentially, change is inevitable, and the truly successful people are going to be the ones that embrace change. I think, hopefully, we're going to see more adoption of digitization at the broker side of things.”   “The key word is innovation. But what we want to make sure we're doing is taking innovation, which is a very broad term, and actually put that into action. How do you get better? How do you actually improve your customer experience?”   Resources Register to attend ICT DIA Europe in June: https://www.digitalinsuranceagenda.com/events/itcdia-europe/registration-itc-dia-europe/   About the Guest Merlin Beyts is the Head of Content at ITC DIA Europe. In this role, he oversees the business’ digital content, including articles, interviews, and webinars. Merlin’s LinkedIn Profile: https://www.linkedin.com/in/merlin-beyts-652ab0168/   About the Host Sarah Myerscough is the Sales and Marketing Director of Boston Tullis Group. The founder of The Insurance Brokers Podcast, she brings a wealth of experience and a fresh perspective on communication in the insurance sector. Boston Tullis works with insurance professionals to build effective communication both internally and externally through podcasting, event reporting, videography, and internal communications facilitation. Website: https://bostontullis.co.uk/  Evaluation Link: https://s.bostontullis.co.uk/s/podcastevaluation       

Why is it so important to set Net Zero targets on an individual business level? Is there anything regional or provincial brokerages can do to help curb the impact of climate change? In this episode of the Insurance Broker Podcast, we’re thrilled to be speaking with returning guest Adrian Saunders, Commercial Director of Ecclesiastical Insurance. Ecclesiastical recently conducted a survey investigating brokers’ attitudes to Net Zero target setting and carbon emissions reduction, which has yielded some slightly disappointing, but not entirely surprising results. In conversation with Boston Tullis’ Sarah Myerscough, Adrian shares the highlights from the survey, and emphasises the imperative of raising climate awareness across the insurance industry, and providing greater resources and information for small businesses looking to make a difference.   Quote of the Episode “We need to have a shared responsibility, across business, across society… and recognise and accept that responsibility and do something. Surely we're all better for doing something than saying, ‘That’s too difficult, I can't do anything.’” National brokerages are leading the charge with regards to setting Net Zero targets and announcing climate-conscious commitments. It’s all too easy for smaller businesses to say that there’s nothing they can really do to help deter climate change, as any impact they might have would be negligible or insignificant in the broader scheme of things. Yet, it is only through an acceptance of a collective social responsibility, at every level of industry and society, to cutting carbon emissions and cultivating new, climate conscious ways to conduct our lives and business, that any substantial change can be made, and this crisis can be avoided. No business is too small to set Net Zero targets.   Key Takeaways In the year since Ecclesiastical’s last climate awareness survey, understanding that Net Zero is a good thing has grown by 40%. Alongside this, 39% of brokers nationwide have established targets for becoming Net Zero. Yet, the growth in brokers setting these targets over the last year has been marginal, and the part of the market that seems to be lagging is regional and provincial brokers. Only 10% of regional brokers, and only 4% of provincial brokers, have set Net Zero targets. Perhaps of even greater concern is that only 12% of all respondents to this year’s survey think it’s important to their clients that they have a carbon Net Zero mindset, with no change in this attitude from last year. This is contradicted by the fact that nearly three quarters of brokers have affirmed the importance of climate consciousness. Furthermore, all businesses are increasingly interested in the ethical stance of those whom they are trading and cooperating with. What can we do as brokers to reduce our emissions and become Net Zero? How do we get started? For Adrian, in every facet of a business, you will probably be able to identify a change you could consciously make to become more climate responsible, such as introducing hybrid meetings to reduce travel emissions. Before we implement these changes, we first need to build a climate-conscious environment within our businesses. This must begin with a strong level of understanding about climate change, accompanied by a narrative about what you will do as a business to combat it. We must identify our carbon footprint, both on a business level and an individual level, and the opportunities we have to make a change. Understanding how we can combat climate change is at the very essence of what we do as an industry. Insurance is all about managing risk, and the prospect of climate catastrophe is the biggest risk we all face today. Ecclesiastical have curated several great resources regarding how brokers can become more climate responsible, including a series of webinars linked in the Resources section below.   Best Moments/Key Quotes “What our research shows is that national brokers, therefore bigger brokers with access to more resources have got, got targets and a greater level of awareness. As you come down the scale of size of broking businesses, there is less awareness and target setting. Maybe there is an element of, ‘We're too small for this to be important. We're too small to make a contribution.’ And I think what I would say to that is, ‘Nobody is too small.’” “I think brokers have got a huge role to play. You know, brokers are skilled and trusted advisors. That's what brokers do for their living. They've got the trust of clients, they understand what client's needs are, and they understand what their challenges are. So, by modelling some of this behaviour, I think brokers have got a really, really key role to play in, in business at large.”   “What are those practical actions towards Net Zero? It's about creating that environment. Understanding what your impact is, equally understanding the opportunity, and doing something.”   Resources Ecclesiastical – Practical actions to reduce your company’s carbon footprint: https://www.ecclesiastical.com/brokers/training/practical-actions-net-zero/   About the Guest Adrian Saunders is the Commercial Director of Ecclesiastical Insurance. He’s worked in both the company and broker markets, and specialises in developing new enterprises within organisations, and re-engineering existing processes to develop strategy and increase ROL. Adrian Saunders | LinkedIn   About the Host Sarah Myerscough is the Sales and Marketing Director of Boston Tullis Group. The founder of The Insurance Brokers Podcast, she brings a wealth of experience and a fresh perspective on communication in the insurance sector. Boston Tullis works with insurance professionals to build effective communication both internally and externally through podcasting, event reporting, videography, and internal communications facilitation. Website: https://bostontullis.co.uk/  Evaluation Link: https://s.bostontullis.co.uk/s/podcastevaluation       

How can small brokers navigate the various and insistent industry pressures that have emerged in recent years? Is it possible to sustain a client-first bottom line whilst also incorporating new digital data processing practices and becoming increasingly reliant on remote customer interactions? In this episode of the Insurance Broker Podcast, we’re very pleased to be speaking with Alistair Body, Business Development Director at Momentum Broker Solutions. In conversation with Boston Tullis’ Sarah Myerscough, he discusses the numerous pressures facing small and independent brokerages, including consolidation, the shift to digitalisation, and regulatory red tape. He emphasises the importance of retaining focus on the primary goal of effectively advising clients, and explains how firms like Momentum can help to support brokerages struggling to remain afloat amidst all these aforementioned challenges.   Quote of the Episode “The insurance industry has always been a people business. So, let's try and free up more time for [brokers] to do just that. The momentum proposition is about effectively creating an infrastructure in an environment where you've someone's got your back, whether it be your client’s money, their insurer relationships credit control, marketing, and so on. And just taking all that away from you. And just going back to the bare basics of letting you do what you do [best]: looking after your clients.” Given the rapidity of change in the industry in recent years, it’s become easy to lose sight of our primary aim as brokers: to advise and support our clients through genuine interactions. While this has been complicated due to the shift to remote conversations as a result of the pandemic, these interactions remain our raison d’être. Thus, the opportunity for small brokerages to consign some of the challenging behind-the-scenes processes that enable fruitful client relationships to supportive businesses like Momentum is certainly worth considering.   Key Takeaways Beyond the broader everyday challenges that have accompanied the past few years, this period has also brought considerable changes to how brokers conduct their business. This whirlwind of rapid change includes vast market consolidation, the increasingly urgent importance of carbon emissions reduction, and additional regulatory constraints. These, alongside the fundamental service challenges wrought by the shift to digitalisation and the emergence of new, highly efficient data processing software, have placed enormous pressure on small, independent brokerages. What is the solution to this, other than selling up and getting out of the industry altogether? Alistair suggests that, first and foremost, we must return to the basics, and remember what our primary function as brokers is: to look after clients. Yet, our increasing industry reliance on data arguably conflicts with the desire to be a people-centred business. Is it possible to work in accordance with the data, whilst also fulfilling the needs of clients on an individualised, personal level? For Alistair, there is always a need to drive towards greater efficiency, in insurance and every industry. However, not all clients fit in the boxes that data-processing software may create. We must therefore remain flexible and versatile, finding ways to write risks that may not necessarily be ideal. Another key issue is the ever-expanding red tape of compliance. Regulatory demands are often one-size-fits-all, and fail to account for the specific needs of small or niche brokerages. This is where firms like Momentum can lend a hand. Momentum specialises in supporting small and independent brokers to persevere through issues surrounding compliance, and the various other industry pressures that have emerged in the past few years, including the mounting necessity of carbon emissions reduction, profound economic turbulence, and changes in client behaviour. Momentum will be at stand G20 at this year’s BIBA conference. To find out more about how they can support your business, find them and have a chat!   Best Moments/Key Quotes “When you look at what's been thrust upon independent small businesses these days, you've got additional compliance concerns, you've got more talk around equality and diversity, we've got the DSG, we've got net zero, it just keeps going on and on and on. I think for a lot of these businesses, they simply don't have the internal resource or the internal knowhow to manage these things.”   “It's about looking after clients. It's about supporting them and their businesses or their personal insurance requirements, and giving them the advice and seeing the value that they created. I think it's just really going back to basics and focusing on what they're good at, and then ultimately using the services of Momentum or others to provide them the support [that will] allow them to get on with it.”   “Pre-pandemic, we would probably have a lot of brokers considering the move to direct authorization. Whereas it seems very much now that it's the other way around.”   Resources Momentum - https://momentumsolutions.co.uk/   About the Guest Alistair Body is the Business Development Director at Momentum Broker Solutions. Momentum provides support to small, independent and startup brokerages, helping them to grow and thrive. Alistair’s LinkedIn Profile: https://www.linkedin.com/in/alistair-body/   About the Host Sarah Myerscough is the Sales and Marketing Director of Boston Tullis Group. The founder of The Insurance Brokers Podcast, she brings a wealth of experience and a fresh perspective on communication in the insurance sector. Boston Tullis works with insurance professionals to build effective communication both internally and externally through podcasting, event reporting, videography, and internal communications facilitation. Website: https://bostontullis.co.uk/  Evaluation Link: https://s.bostontullis.co.uk/s/podcastevaluation 

Have you identified any inefficiencies in your business’ software which delay brokers’ dealings with clients? What features would you like to see incorporated into broking Insurtech software? In this episode of the Insurance Broker Podcast, we’re very pleased to be speaking with Nick Jordan, Managing Director of Nuworks Ltd, an Insurtech business providing new digital solutions for the industry. In conversation with Boston Tullis’ Sarah Myerscough, Nick discusses the company’s new software, BrokerCentral, a bespoke platform which aims to streamline the broking experience and thereby facilitate more impactful broker-client interactions. He explains the origins of the software, its various features and how Nuworks hopes to develop it further in years to come.   Quote of the Episode “Software is there to serve you, you're not there to serve the software. Most software in our industry seems to have this thing where if you want things to work in the way you want it to work, then you have to jump through a lot of hoops, you have to kind of really dig deep into the system, or you have to pay a lot of money to have that functionality provided. With BrokerCentral… we’ve got a really strong focus on customer experience and user interface design, to make it really easy, so that we don't have to give loads of training.” Much of the software used in the broking sphere today was designed by software developers with little or no understanding of the needs and desires of brokers. As such, many of these platforms are difficult to navigate, with complex interfaces that require a considerable amount of training to master, and with various inefficient design features that ultimately slow down the user experience. The software your business uses must be more of a help than a hindrance to your brokers.   Key Takeaways BrokerCentral has been built over the course of a decade, with a considerable amount of feedback from various guinea pig businesses to test its effectiveness. The platform ultimately aims to smoothen communication and the transmission of information between insurers and brokers. Thus, BrokerCentral enables you to work more efficiently, and to prioritise finding the best coverage for your customers. Furthermore, we are now in the age of data. Thus, data accessibility and functionality are crucial to a streamlined insurance service. BrokerCentral locates and logs readily available client data on the behalf of brokers, saving them time by considerably reducing the need for manual data entry. Nick notes that, unlike other Insurtech products already on the market, BrokerCentral will never be ‘finished’ in a traditional sense. It will always continue to be developed, incorporating feature requests, helping to further smoothen brokers’ journey with their clients. Nuworks seeks to constantly push for further innovation, and therefore the software is not a one-time product but a continually improving service. He states that the three main benefits of using BrokerCentral are: It allows your team to do more in less time It provides a user experience that you can enjoy rather than endure It enables you to do more for your own customers, instead of being bogged down with manual data entry If you’re in any doubt, check out the demo linked in the resources below! You can also have a chat with Nick who will be exhibiting BrokerCentral at Stand G31 at this year’s BIBA conference on 11th May! Nuworks is also providing an offer for any prospective clients at the BIBA conference and listeners of this show! While the company would normally charge a £1000 onboarding fee for the BrokerCentral service to cover the cost of building documents, this will not be charged at all for listeners or BIBA attendees who get in touch.   Best Moments/Key Quotes “The whole point of BrokerCentral is to is to make it easy for brokers to do their work more efficiently, so that they can free their time up to do the customer service side of things and focus their attention on the things that they're really good at, which is keeping customers engaged and finding really good coverage for them.”   “We basically only ever present a list of questions that are relevant to the insurance that you've selected, and the kind of risk that you've inputted into the system. From that point, if you go to a portal, because all that information is now stored, you can just press a button, and it will just go down each field. And if it knows the information, if it sees a match, it will just enter it for you.”   “’What would probably take a half an hour to an hour before for a more complex risk now takes less than five minutes.”   Resources Nuworks: https://www.nuworks.com/ BrokerCentral by Nuworks: https://www.nuworks.com/brokercentral   About the Guest Nick Jordan is the Managing Director of Nuworks, an Insurtech business seeking to identify and facilitate ways of working in the insurance industry. With 10 years’ experience in and around the industry, he is an expert in digital solutions for brokers and insurers. Nick’s LinkedIn Profile: https://www.linkedin.com/in/nick-j-jordan/   About the Host Sarah Myerscough is the Sales and Marketing Director of Boston Tullis Group. The founder of The Insurance Brokers Podcast, she brings a wealth of experience and a fresh perspective on communication in the insurance sector. Boston Tullis works with insurance professionals to build effective communication both internally and externally through podcasting, event reporting, videography, and internal communications facilitation. Website: https://bostontullis.co.uk/  Evaluation Link: https://s.bostontullis.co.uk/s/podcastevaluation       

Is an over reliance on analytical and logical thinking stifling innovation in insurance? How can we help clients become more emotionally invested in the insurance they purchase, and why should we? Welcome to the 100th episode of the Insurance Broker Podcast, and the first to be recorded live! This week, we are celebrating this milestone by tackling some big questions with three titans of the industry – Sam White, Peter Blanc, and Steve White! In conversation with Boston Tullis’ Sarah Myerscough, they discuss the dichotomy of ‘left brain’ (analytical, logical) and ‘right brain’ (creative, emotional) thinking. Bemoaning the industry’s general reliance on the former, they highlight the need for emotionally driven engagement with customer needs for insurers and brokers alike to truly innovate. Touching on all the major problems facing the industry today, including new regulatory pressures, the cost-of-living crisis, and recruitment difficulties, each of the guests emphasise how tapping into emotionally driven thinking can provide an alternative perspective from which to understand and tackle these issues. Quote of the Episode “Fundamentally, people don't care about insurance. And that's our fault. If we can't get people emotionally invested in what we're doing, then they do just think, [‘I’ll buy] whatever is cheaper’… Somebody will buy a life insurance policy online, just as a kind of, ‘I’d better grab that’. We need to learn how to evolve the product so that we can really get people to understand what they're buying in a digital world, as well as face to face.” For many people not well-versed in industry jargon and technicalities, an insurance policy is often considered an grudge purchase. Despite the fact that policies are taken to protect their lives and livelihoods if disaster were to strike, there is often an emotional disconnect between the purchasing of a life insurance policy, for example, and an in-depth consideration of the reasons why one needs it. This is becoming increasingly challenging due to the digitisation of the insurance market, by which face-to-face discussions between clients and insurers are becoming eclipsed by the ease of doing it all online. Sam White argues that the insurance industry as a whole needs to improve its external communication in this regard, in order to crystallise in a prospective client’s mind, the potential consequences of taking out a lacking insurance policy, be it for their business, their car, or their life. Key Takeaways Increasing the educative role of insurers and brokers could be instrumental to curbing the public’s general disinterest in their insurance policies, and indeed, to reorienting the industry’s reputation in their minds. Communicating with customers on an emotional, rather than purely statistical level could be hugely beneficial to broadening the general understanding of what insurance is and why people need it, which people are often falsely assumed to automatically understand upon becoming adults despite being minimally, if at all, addressed during school education. Additionally, a greater emphasis on the emotional, human element of insurance could help with the industry’s floundering recruitment efforts. Sam White suggests that emphasising the practicalities of insurance will quickly lose the interest of potential candidates. Alternatively, highlighting the ideology of insurance may be a great way to capture and retain their interest. Peter Blanc asserts that there should be a moral overlay upon everything we do in insurance, which should assist in the navigation of when to deploy ‘left brain’ or ‘right brain’ thinking. As a result of the cost-of-living crisis, many people are looking to cut expenses wherever they can. In attending to this crisis, there needs to be a balance in both logical and emotional thought. There needs to be a balance in attending to this crisis. A customer’s primary concern may be cost, and using right brain/emotional thinking we may be driven to provide them with a cheaper policy. However, we must also use logical thinking – what will ultimately save the client money long term? If they need to make a claim, will this cheaper policy actually provide the help they need? Peter suggests that ‘we should fundamentally be providing products that enable people to go about their lives without undue risks’.   Best Moments/Key Quotes “People work for organisations that they want to work for, and that they enjoy being part of. Our job as leaders, I think, has changed enormously over the last few years. It's all about creating an environment where people want to work for us. Employers had the power 10 years ago. I'd say employees have the power now. And that's a much nicer place to be.”   “It's a problem that we haven't quite managed to deal with yet, actually how to communicate to customers in a way that they want to be communicated with. We still just inundate customers with utter nonsense: the renewal invites, the PDF documents with 80 pages that no one is ever going to read. And that's our standard mode of communication with customers, which I think is appalling and needs to change.”   “The big change will be that I think the regulator will expect us to deliver products that are going to work… We have to be talking to our customers truly understand what they need, and then make sure we're doing our job, so that when something does go wrong, they are looked after.”   Resources The BIBA Pod: https://thebibaconference.org.uk/feed/podcast/ BIBA - BIBA Homepage - British Insurance Brokers' Association Howden Group - Howden Broking Group - Global Website (howdengroup.com) Stella Insurance AU - Stella Insurance - Insurance Provider for women in Australia Stella Insurance UK - Home - Stella Insurance (withstella.co.uk) Human Business with Sam White: https://www.spreaker.com/show/human-business   About the Guest Sam White is the Founder and CEO of Stella Insurance, which launched in Australia in 2020 and launched in the UK in November 2022. A pioneer in the insurance industry, Sam is also host of the Human Business Podcast. Sam’s LinkedIn Profile: https://www.linkedin.com/in/sam-white-093b9b22/   Steve White is the CEO of the British Insurance Brokers Association (BIBA), with an extensive career in the insurance industry. He previously worked for Norwich Union, followed by a 21-year stint at Orion Insurance Company, a few years with the General Insurance Standards Council, and subsequently, the Financial Services Authority. Steve’s LinkedIn Profile: https://uk.linkedin.com/in/steve-white-437107a   Peter Blanc is the Exec Chair for Howden UK and Ireland, and the CEO of Aston Lark. He founded Aston Lark by merging Aston Scott Group with Lark Group in 2017. The business has completed 56 acquisitions since then, and Peter subsequently sold the business to Howden. Aston Lark now leads the M&A drive for Howden. Peter’s LinkedIn Profile: https://www.linkedin.com/in/peter-blanc-0402961a/   About the Host Sarah Myerscough is the Sales and Marketing Director of Boston Tullis Group. The founder of The Insurance Brokers Podcast, she brings a wealth of experience and a fresh perspective on communication in the insurance sector. Boston Tullis works with insurance professionals to build effective communication both internally and externally through podcasting, event reporting, videography, and internal communications facilitation. Website: https://bostontullis.co.uk/ Evaluation Link: https://s.bostontullis.co.uk/s/podcastevaluation