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Broker leaves behind entertainment and sports to spearhead top insurance firm

A LEADING broker has taken a long-standing insurance firm to new heights with a fresh approach to business.

Niel Jones, MD of Credent Commercial Insurance

Since joining Credent Commercial Insurance in 2016, Niel Jones has increased turnover and staff numbers at the Colwyn Bay firm.

He has big plans for the future, but none bigger than further enhancing Credent’s reputation for high-quality outcomes and customer care, rare traits in one of the most competitive and aggressive finance arenas.

A former head of insurance for the sports and entertainment divisions of a global broking specialist – covering everything from major world music tours to festivals, pop stars, promoters and sports governing bodies – Niel has a 20-year career in the industry.

The 45 year-old is enjoying life as the Managing Director of Credent, one of the most respected organisations in the region, and has installed an ethos of relentless compassion and integrity to ensure the best possible outcome for clients.

That coupled with significant investment in technology and training – and a staggering 161 years of combined experience among his nine-strong team – makes them one of North Wales’ most forward-thinking companies.

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“I had previously worked in marketing before joining this sector and rising to head-up the sports and entertainment sides of a large insurance firm, looking after the interests of everyone from the biggest grossing artists in the world through to non-league football” said Niel, who lives in Hawarden with wife Linda and children Kate, Holly and Ben.

“When that business was sold I decided that was the end of my journey with them, it was time for a fresh start and for me to take the next step and lead my own company.


“After years of travel and long hours I also wanted to spend more time with my family and try to find a better work-life balance, as master of my own destiny.”

Formerly Rhos Insurance, Credent has a long-standing and loyal client base built up by Harry Lloyd Jones, and Susan and Gordon Crabb prior to that.

This was a strong foundation on which to explore new avenues, but Niel quickly found North Wales had vast layers of untapped potential and refocused his approach.

“I wanted to concentrate on niche sectors that I had operated in historically, and emerging areas relating to the digital and knowledge economies.” said Niel.

“In reality – having never worked in North Wales, where I grew up – I think I underestimated how rewarding it was to work with the local business community, and how diverse and innovative it had become.”

He added: “We work with all industries and try to combine compassion with hard-nosed tenacity. We never give up, we do the best for our customers and it can never be simply about the bottom line, it’s about doing the best job we possibly can.

This transparent approach has seen Credent forge ties with many of the area’s leading organisations, including Alpine Coaches, Halen Mon, Wirral-based Electricity Solutions, and Pentraeth Motors.

A graduate of the University of Central Lancashire, Niel has seen many changes over the last two decades, but one thing remains constant, his desire to be among the best, not the biggest.

“It is incredible, the advances that have been made in this industry, and in other industries,” he said.

“I think I’m relatively ambitious, but I’m not interested in us being the biggest company in the world – you’re looking at life in the wrong way if you think like that.

“I do care about sitting back when I hang up my insurance boots and reflecting on how we did the best we possibly could for our clients.

“We do want to grow and will continue to do so, but not at the expense of what we stand for.”