Broker Insights is a high-growth insurtech start-up founded by Fraser Edmond (CEO) and Iain Crole (EVP), and backed by Chroma Ventures, the investment arm of tech entrepreneurs Chris van der Kuyl and Paddy Burns’ 4J Studios. Launched in 2018, Broker Insights is a data and distribution platform which acts as a digital marketplace to allow brokers and insurers across the UK to connect. Their platform reduces cost and improves information flow within the commercial insurance market.
Broker Insights needed to embed a strong sales and marketing culture from day one, with marketing fully integrated with sales. It needed to develop the brand, grow awareness with its target audience, in particular regional brokers, and ensure an efficient, scaleable marketing operation was put in place. As a two-sided platform, it has also faced new challenges and opportunities related to its business model since evolving from a start-up to a rapidly scaling business.
Involved from the beginning, Robertson Collaborate started with the creation of a marketing strategy and action plan. This gave clear direction of the marketing activities to be worked through in order to put in place solid marketing foundations to launch the business in the UK and generate income. The plan’s development process involved information gathering with Broker Insights and desk-based research, and the recommendations were drawn from 20+ years’ experience in sales and marketing.
Following the adoption of the strategy and action plan, Robertson Collaborate has continued to work with Broker Insights. This has involved the development of their positioning, website development, community building, lead generation campaigns and communications strategy. In addition, Robertson Collaborate has worked with the management team to understand platform and marketplace playbooks and apply best practice for their unique situation, conducted research for strategic plans and supported them with a major fundraise.
In 2018, Broker Insights won the Scottish Edge and the Future of Fintech awards. Since then, they have moved into profitability. With seven major insurers on board and over 150 brokers signed up to their platform, Broker Insights is revolutionising the commercial insurance market and they are now aiming to expand into the US in order to increase their growth.
Fraser Edmond, CEO, said, “With John’s support it was clear what we needed to do from day one. Working with clear direction and simple frameworks meant we are focussed on the short-term goals of raising brand awareness and generating broker leads whilst at the same time putting in place the sales and marketing foundations for a scaleable operation.”