AN insurance broker is celebrating its 30th anniversary with continued growth and investment.
Credent Commercial Insurance experienced a post-pandemic boom which included a rise in turnover, recruitment and the opening of new headquarters in St Asaph.
Managing Director Niel Jones, from Hawarden, says the company has expanded its client base in the UK.
Formerly head of insurance for the sports and entertainment divisions of a global broking specialist, the dad-of-three, married to Linda, is focused on strengthening partnerships in Wales and beyond, with integrity and transparency at the core of his business ethos.
As he himself marks 25 years in the sector, Niel said: “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.
“By being very client-focused and transparent in all our dealings, which this industry is not traditionally renowned for, we have retained our reputation while exploring new areas, something we plan to do more of in the years ahead.”
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.”
Formerly Rhos Insurance, Credent is now the largest Welsh-owned independent insurance broker in North Wales and became a limited company in 1994, under the ownership of Gordan and Susan Crabb.
While the company represents organisations all over the world, Niel says these shores remain a top priority for their workforce, which includes new hires Lowri Davies, Izzy Hewitt and Greg Laurie.
“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,” he 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.”
Niel added: “We are three times the size we were when I bought the company in 2016, which on reflection is down to hard work and trying to do the right thing by clients.
“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.”
And being on their doorstep 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 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.”
