Global Risk Partners (GRP) – one of the largest independent insurance intermediaries in the UK and one of the most acquisitive players in 2018, has started rolling out a new digital platform for managing the web estate of the 50+ businesses now under its management.
The platform approach raises the digital bar within broking and underwriting . Over the coming months, all businesses in the Group will benefit from an upgraded website presence based on latest best practice, clearer integration with the GRP name and centrally coordinated digital marketing support whilst still retaining their original business identity.
“This is a great solution for the businesses we’ve acquired,” says Group Head of Marketing, James Hart. “Over time the initiative will deliver a significant uplift in reputation, profile and web leads, and is another example of the ‘powered by GRP’ advantage. While M&A announcements tend to grab the headlines, the true test of acquisition success is making sure the whole is greater than the sum of the parts. This is powerful integration in action.”
The digital platform and templated approach has been developed by London-based Pancentric Digital who specialises in innovation and digital transformation for the insurance community. The solution is built around a single, centrally supported web platform, common code base and standardised implementation toolkit. With the platform in place, GRP can on-board new businesses into its digital fold quickly, easily and cost-effectively.
Edward Woodham-Smith, Client Relations Director at Pancentric says, “This work is transformational for GRP and shows how versatile technologies and the right external support can enable small marketing teams to achieve far-reaching outcomes – the sort of thing that was unimaginable with such limited resources just a few years ago.”
The Pancentric solution is built on Umbraco, a highly flexible open-source content management system. Pancentric also provides Sitecore implementations.
Pancentric Digital is leading digital transformation programmes for a number of broker groups and insurer organisations. The Pancentric platform also includes a cloud-based quote & buy solution called Go-Insur aimed at brokers, MGAs and insurers looking for greater speed and flexibility in digital sales and distribution.
Insurance Edge Comment:
Building a common platform that offers all the brokerages within the GRP umbrella a chance to manage their own websites via Umbraco is a sensible move. The parent and child category system that underpins Umbraco, allows brokers to bunch together various compatible, or related products, so the site structure makes sense to Google. Even better, those doing the admin for each broker can easily find, update, add photos, videos, carousel images etc and optimise/tag their content for maximum SEO effectiveness.
So rather like the branches on a tree, a broker can set up a core motor product line, add classics, modified, or drivers with convictions, vans, motorcycles etc and Umbraco will string those pages together in a way that Google’s bots can instantly understand and serve up to those consumers searching for particular niche insurance products.
In an increasingly online marketplace, those who understand how search works on mobile devices, and make their pages load faster than the competition, plus offer well-written, finger-swiping content that delivers – every time – could well win the insurance war in the long term.