Credent Commercial Insurance celebrates its 30th anniversary with a new headquarters and staff after the growth of its client base. The insurance broker saw a post-pandemic boom, including a rise in turnover and recruitment, as well as the opening of a new headquarters in St. Asaph.
Managing director Niel Jones says “We have grown in every way – our client base and the size of the team have trebled, and now we have a bigger office and more advanced technology – but we have done so organically."
He added, “We have invested in our staff, creating capacity to grow while maintaining a high-quality level of service, remaining proactive with clients and taking them along on the journey so they are aware of the environment we operate in, and the challenges we face.
“That kind of honesty and clear communication mean they know exactly what the situation is, and how hard we are working to ensure they get the best outcome.”
Credent represents different organisations around the globe. Even with its growth, the priority is still North Wales.
“It is only in the last few years we have done much more nationally while focusing on this region, which as someone who grew up in North Wales is heartening,” Niel said.
“People still want that face-to-face interaction and a trusting relationship, a factor which has been undervalued. The pandemic had a lot to do with a reversal of that trend. We had probably not appreciated how important it was to deal with someone in person.”
He added, “There is no big secret or magic formula or even a long-term strategic plan; it’s good, old-fashioned support, advice, and guidance, which customers need when they are in a difficult situation and concerned about a claim being settled fairly by insurers.”
“Fundamentally, we give advice on risk and negotiate to secure the best result for clients, to get the most cost-effective results for them.”
Being on clients’ doorsteps is another USP, says Niel.
“It’s a cyclical market, with rates increasing – certainly since Brexit and Covid due to restriction on trade, delays, wage inflation and more – which all impacts on premiums, so it’s vital to understand who and what you’re dealing with,” he said.
“That’s when being independent and local is attractive to clients, we can respond and present risk having been on the ground and use our experience to resolve issues in person, rather than it being dealt with offshore by a multi-national organisation that never steps foot in the door.”
He added, “There is no one-size-fits-all solution, we tailor our services for the client, not for us, and by fostering a relationship, we know what makes them tick.”
“The insurance sector lets itself down by concentrating on its contractual position rather than its moral position and I believe it’s our place to counter that.”
“We are dealing with people, and we really believe in what we do – the results speak for themselves.”
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