Premier Choice Group (PCG), a PMI and employee benefits business under Brown & Brown (Europe) Ltd, has acquired the employee benefits intermediary Advo Group Limited, with the acquisition following six others completed by PCG in the first half of 2024.
PCG operates out of London, Towcester, Bournemouth, Darwen, and now, with the inclusion of Advo, Maidstone. The company collaborates with UK insurance providers for health, risk, and protection products.
Advo, based in Maidstone, Kent, specialises in employee benefits for both domestic and international clients. Recently, Advo restructured, creating the HR and Payroll division, Advo One, which remains within Advo Holdings Limited.
As part of the deal, Advo directors Larry Bulmer and Colin Boxall will continue with Advo One. Following regulatory approval, PCG will integrate Advo’s employee benefits business into its current offerings. Lucy Irvine, Advo’s head of employee benefits, will maintain her role as the team expands in the South East as part of the Brown & Brown team.
Meanwhile, Lucy Pearce, Advo Group’s commercial director, will join the PCG management team, taking on the role of commercial director for PCG. She will work alongside Darren Perkins (pictured above), the newly appointed managing director.
“Becoming part of PCG/Brown & Brown gives us an excellent opportunity to establish a leading market presence in the employee benefits market,” Pearce said. “We are all very excited by this new opportunity, which comes on the back of our successful period of growth within Advo Group. The next stage of our journey promises to be exciting, and we look forward to being part of PCG.”
“It’s great to be able to boost our employee benefits proposition by adding this dynamic team of professionals in the South East. They are a highly respected and experienced team with a strong reputation for service in employee benefits. The book of business they bring to PCG will also give us scale advantages and a high-quality customer list from which we expect to build out with additional services,” Perkins said.
Stephen Hough, director of PCG, also noted that since joining Brown & Brown in July 2020, the company had pursued its strategic ambitions to lead consolidation in a historically fragmented market.
“Thanks to a disciplined strategy that targets successful businesses, PCG has become a powerful force in the private medical insurance and employee benefits sector, with the additional support and firepower from Brown & Brown,” Hough said.
Elsewhere for Brown & Brown, the company recently announced its acquisition of 100% of the equity capital of T Oscar Rollins & Company Ltd, known as Rollins Insurance Brokers.
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