NIBA / Special Feature
value to SME clients. Because what those businesses needed a couple of years ago is unlikely to be what they need today. The Vero SME index showed that while broker usage remains strong, with around four in five businesses using a broker, perceptions of value aren’t always realised. Many non-users (56%), meanwhile, believe they can manage insurance themselves. “For brokers, one of the simplest but most effective things they can do is bring recommendations to life,” says Pagano. “Rather than just explaining what a policy includes, link it back to real-world scenarios – ‘businesses like yours have experienced this with claims, policy coverage or pricing. “It’s also about going beyond inclusions and talking about exclusions, and why they matter. Those are often the areas clients don’t ask about, but they’re critical to understanding the true value of cover. “And then there’s language. Even though policies are written in plain English, they can still feel complex. Brokers who can simplify that even further, who can translate it into something meaningful for the client, are the ones who really stand out.” Regular touchpoints crucial The Index also points to a broader opportunity in communication too – making risk advice a continual topic of conversation rather than a once-a-year chat at renewal time.
TURNING INSIGHT INTO ACTION
ANTHONY PAGANO’S TOP TIPS FOR BROKERS TO SEIZE THE OPPORTUNITY TO BECOME AN INVALUABLE BUSINESS PARTNER FOR SME CLIENTS.
Bring recommendations to life Don’t just explain what a policy includes, show what it means. Use real-world loss scenarios from similar businesses to make risks tangible and relevant.
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Explain exclusions, not just inclusions Clients often focus on what’s covered, but real value comes from understanding what isn’t, and why that matters in practice.
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Simplify the language Even “plain English” policies can feel complex. Translate cover into clear, practical terms that clients can easily understand and act on.
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Introduce light-touch risk reviews Move beyond annual renewals. Short, regular check-ins, focused on what’s changed in the business, can uncover new risks and strengthen relationships.
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Use practical tools to support advice Leverage checklists, templates and insurer resources to turn conversations into action and help clients implement improvements.
“It doesn’t have to be complicated,” says Pagano.
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“Something as simple as a light-touch risk review once or twice a year, just a short conversation about what’s changed in the business, what new risks might be emerging, that can make a real difference. “There are also practical tools available, checklists, templates, guidance that brokers can use to support those
38 / INSURANCE ADVISER APRIL/MAY 2026
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