The Broker Alliance, the Yorkshire partnership of Insurance Brokers, has added strength to its coverage of the region with the appointment of Rixon Matthews Appleyard as members.

Hull-based Rixon Matthews Appleyard is well established in the Humber and East Riding areas, where for over 30 years it has served an expanding industrial and commercial client base.

The company joins other Broker Alliance members in the North Riding, South Riding, Leeds, York and Harrogate areas and is seen as highly complementary to The Broker Alliance network in Yorkshire and Humberside.

The Broker Alliance has a collective premium income in excess of £80 million and benefits members through its group approach in marketing, purchasing, training and risk management. Since its formation only three years ago, The Broker Alliance has become acknowledged as one of the North's leading broker organisations.

Paul Meehan, Chairman of the Broker Alliance and Group Managing Director of Smart and Cook, one of the founding members of The Broker Alliance commented: "Rixon Matthews Appleyard is a quality brokerage, with high calibre staff. Joining the Alliance enhances their ability to continue providing quality local independent services to their clients."

Rixon Matthews Appleyard managing director Rod Johnson sees The Broker Alliance as an important part of his company strategy. "As the market continues to change, The Broker Alliance enables Rixon Matthews Appleyard to maintain its strengths of being independent and providing the local market with competitive, impartial advice.

All the strengths of The Broker Alliance can be applied to support this objective."

"Our strategy is to continue to focus on our core business and drive this forward through quality, service and value," added Johnson. "We recently decided to sell our Helmsley Office business to Smart and Cook as we did not see this fitting in with our view of the future."