A new online strategy for Buckingham Insurance

About the client:

Buckingham Insurance Consultants are a growing, ambitious and independent insurance broker. The core of their customer base is in the local area of North Derbyshire and South Yorkshire and is made up of both business and personal clients.

Over recent years they have invested heavily in developing the business and now service a range of clients across the UK in some specialist markets. They wanted to be at the forefront of the changes impacting the insurance broking market and being a digital broker with a national reach and specialisms was at the heart of their strategy. They recognised that they needed to change to grow, and it was obvious that the effective use of the internet to find and service clients was critical to achieving this.

About the project:

Our relationship with Buckingham Insurance is long-standing as we work closely with them to develop a new online strategy. We started the project by helping them replace their website to make it more visible to online searchers.

We then embarked on a search engine optimisation programme. We steered clear of using PPC to generate leads – this was a real leap of faith to begin with but has paid off handsomely,  as they are now generating an increasingly significant volume of leads and enquiries from new businesses.

As of today, around 20% of inbound enquiries into the business originate on the website and we expect to see this percentage increase. Now that our lead generation strategies are maturing we are expanding our activities with  to develop an effective customer relationship management (CRM) strategy.

Like many brokers, Buckingham Insurance were poor at cross selling and upselling due to the lack of effective CRM systems. Using our e-trade platform, integrated with other modern, web-based software as a service (SaaS) platforms such as Salesforce, we have worked closely with Buckingham Insurance to develop a systems architecture that is modern and fit for the internet age.

An early part of the strategy is to launch Buckingham Insurance’s first e-trade scheme on the Quotall platform, and to completely replace old legacy systems with a new modern architecture.