Grouping all SMEs together is the principal reason why brokers "fail to punch through in their marketing", according to Phillip Walter, CEO, Insurecom.
Speaking at the Insurance Times' conference, Making money from SMEs, Walter said the SME market was a particularly difficult market to tackle successfully.
He said that most SMEs were good at "filtering out approaches from people they don't know" and warned against generalisation in marketing.
Walter said the growing broker needed to personalise their approach.
He added that key to service was "increasing your value, not how quickly you pick up your phone."
The 2025 Insurance Times Awards took place on the evening of Wednesday 3rd December in the iconic Great Room of London’s Grosvenor House.
Hosted by comedian and actor Tom Allen, 34 Gold, 23 Silver and 22 Bronze awards were handed out across an amazing 34 categories recognising brilliance and innovation right across the breadth of UK general insurance.
Hosted by comedian and actor Tom Allen, 34 Gold, 23 Silver and 22 Bronze awards were handed out across an amazing 34 categories recognising brilliance and innovation right across the breadth of UK general insurance.
Many congratulations to all the worthy winners and as always, huge thanks to our sponsors for their support and our judges for their expertise.
