High net worth broker Mercury West Associates is targeting a 35% GWP growth this year.

The broker aims to increase GWP to around £8.1m, from £6m in 2010.

The premium goal took into account the recently-opened Liverpool office, according to Mercury West managing director Katie Small.

The high net worth marketplace is becoming more competitive and focussed on cross-selling, Small said.

"The difference we add is our focus on customer service," she added.