Insurance is an emotional business and none more so, it seems, than high net worth (HNW). Backchat has heard that a few years ago, when Cox launched an HNW product, a senior insurance executive contacted the Cox underwriter to persuade him not to go ahead with the product. When Cox's man refused, the executive invited him round to his offices for tea to further press his case.

When the underwriter still refused, the executive walked the man to the lifts. As the lift doors were closing, the executive suddenly flew into a rage and told the startled underwriter that he would "burn in hell".