Client-first Approach in UK Insurance

When I founded Lion Insurance Brokers Pvt Ltd in 2020, I made a crucial decision: We would never sell insurance. Instead, we would become interpreters. Let me explain. The insurance industry speaks its own complex language of exclusions, endorsements, and obscure policy provisions. Business owners speak another language entirely - one of practical risks, operational challenges, and growth aspirations. Our role isn't to push products. It's to translate between these worlds. Here's how this plays out in practice: Imagine a client who needs coverage for their specialized equipment. Most brokers would simply find a policy with the right limits and call it a day. But when you take the interpreter approach, you first learn how that equipment fits into their production chain, what downtime costs them hourly, and what regulatory risks they face. Only then can you translate their business reality into appropriate coverage. When clients understand protection this way, the shift in perspective is everything. They move from "buying policies" to "managing risk." This fundamentally changes the conversation. If that client later faces a potential major liability situation, they're not scrambling to decipher their policy during a crisis. They already know exactly how their protection works in their specific context. True protection comes when: ✓ Your broker understands your business DNA ✓ Coverage addresses YOUR specific vulnerabilities ✓ Solutions evolve as your business grows The traditional approach puts products first. Our approach puts understanding first. Want to test if your broker is truly serving as an interpreter? Ask them to explain your most complex coverage in terms specific to your business operations - no insurance jargon allowed. Their answer will tell you everything. What's been your experience? Have you found a true interpreter, or are you still getting lost in translation? #business #growth #insurance #money #investment #finance #decisionmaking

Value your clients for the #goodwill they generate for your future, not by the size of their current bill value. Ignoring client grievances just because they are small can set off a domino effect, and may cause a chain reaction that the #business may not be able to afford. Focus on the intensity and nature of your clients' concerns and tackle them with a #customerfirst mindset. Here are key points to turn clients into brand ambassadors even when the situation is challenging and demanding. Listen Actively:  - Let them share their concerns without interruption.  - Show attentiveness with nods or phrases like "I understand." Stay Calm and Professional:  - Keep your composure, even if the client is upset.  - This helps de-escalate and fosters mutual respect. Acknowledge the Issue:  - Empathise and validate their feelings. Apologise Sincerely:  - Offer a genuine apology, even if it is not your fault. Ask for Clarification:  - Ask follow-up questions to understand the issue in depth. Propose a Solution:  - Suggest actionable steps that align with their expectations. Offer Alternatives:  - Present options if the initial solution is not feasible. Act Promptly:  - Resolve the issue quickly to show you value their time. Follow-Up:  - Check in to ensure your #clients are satisfied with the resolution. Gracefully handling #clientgrievance can transform dissatisfied clients into loyal advocates, demonstrating that you genuinely care about their concerns.

The number one mistake I see insurance sales professionals making is the same reason why so many insurance buyers are frustrated with our industry. Overpromising and underdelivering. Selling just to sell is a surefire way to guarantee poor client satisfaction and retention. If you sell solely on price, you’ll lose on price. If you sell solely on having better resources, you’ll lose when your competition comes out with the new shiny solution. Having a truly client-centric approach means understanding the business’s unique issues and challenges, and creating a 360 degree approach to risk management. This means asking the right questions. This means not just HAVING the resources, but knowing which ones are impactful for the specific client & knowing how to apply them. This means understanding the risk financing continuum of cost vs. control and helping your client make informed business decisions on how to retain and transfer their risk. Too many advisors are playing the volume game instead of the quality game. No wonder why so many insurance buyers are frustrated! If you want to win on purpose, you have to HAVE a purpose. (Hint: it can’t just be to sell something)

How do we win new clients 🤷🏽 I’ve posted recently about how we’ve had a good start to the year. Whilst positive, I try to always remain balanced. ‘Never let success get to your head and never let failure go to your heart’ (not my quote but I like it) Anyway, to answer the question: 📱 Client posted on LinkedIn. Requesting help - renewal went from £50k to close to £200k for their fleet insurance 💬 I responded 11pm at night and had a text exchange with the MD. Gave him advice that would help THEM, not me. (Don’t get too many brokers involved, don’t just let people ‘quote’ - look to see what value / approach different brokers will add and then decide who you will allow to represent you) 🛌 The time everyone else woke up, I had a follow up call with the MD, learned a lot about the situation and what they needed and explained how we’d go about helping them. He liked our approach and therefore, decided that he’d like us to explore option. ❌ Long story short, there were only 1 insurer willing to offer an alternative price on the fleet. Eye watering still, but it was a better price. 🧰 For their contractors, I was honest with the client and said from the outset that their current insurer was the right insurer for them, given what they do and that their current broker chose well. The reason their price was so high? 💥Too many crashes, ultimately losing the insurer money. 🗣️ Too many open claims from a long time ago, too many over inflated reserves that have gone unchallenged, therefore making a poor claims picture look a lot worse The answer ✅ Work with insurer and client to clean up their claims. Close off old claims, reduce inflated reserves and help to manage those claims more effectively. overtime, we can reduce the frequency and value of claims which will mean that they are a more appealing proposition for an insurer. This is where an engaged broker as opposed to a transactional relationship, will add value. 🧰 for their contractors, my view, from 20+ years of underwriting was that the rates used were too high. After speaking to the insurer, turns out it was on an old version of the insurers product meaning that it was just too expensive. ⬇️ We managed to negotiate a significant reduction in their year end declaration as well as a 5 figure reduction on their base rates meaning they are with the same insurer but less money AND more cover. We amended the structure so that it was more fit for purpose in terms of what the client needed in the event of a claim. Since then: We’ve had x2 face to face meetings, several meetings with insurers and helping them with a variety of other insurances which will help them win decent contracts. So, 3 brokers, all had access to the same quotes from same insurers and we were successful. The real reason businesses use us? - we make their problems, our problems! Another amazing business to work with for years to come. #construction #contractors #financedirector #director #fleet

💭 Something happened this week that reminded me why I approach insurance the way I do. A prospect I’ve been working with received another condo insurance quote from a competitor. Same carrier. About 20% less. The difference? That agent never spoke with the client. No conversation, no review of HOA bylaws, no discussion of deductibles or gaps, just a number on a page. Yes, it was cheaper. But it also left the client exposed with higher deductibles and missing protections that mattered for their situation. Here’s the truth: 👉 I can’t control how other agents choose to do business. 👉 What I can control is how I show up for my clients. That means having conversations. Reviewing documents. Explaining options in plain language. Making sure the coverage actually fits. I’m not in this business to be an order taker. I’m here to be a professional. Price matters, but it’s not the only thing that matters. Sometimes the lowest premium comes with the highest risk. Because insurance should be a conversation, not just a quote. 👉 #InsuranceMatters #ClientFirst #BeyondThePrice #DoTheRightThing #ParadoxInsures