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British Insurance Awards 2022: Personal Lines Broker of the Year - Park Home Assist Insurance Services

BIA 2022 - Personal Lines Broker of the Year Park Home Assist Insurance Services
Park Home Assist Insurance Services director Claire Leech and managing director Steve Leech pick up their award from Ageas UK chief distribution officer Adam Beckett


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This specialist provider won over the judges with impressive care of its most vulnerable clients, its focus on human connection and standout retention rate.

Park Home Assist Insurance Services set out to strengthen its niche offering last year by identifying the risks faced by vulnerable customers and promoting flooding protection to mitigate the impact of any damage on the elderly community.

The firm, which specialises in insurance of park homes and holiday homes, serves customers in residential parks in coastal areas or close to rivers – a serious concern amid worsening weather conditions in the UK in recent years.

Almost 80% of its customers are over the age of 65, with a significant number aged 85 and over – and many bereaved. Giving them even greater peace of mind became a top priority for the business last year.

Park Home Assist Insurance actively promoted Flood Re – the government-backed reinsurance scheme – to provide affordable cover to customers with properties at risk of flooding.

Meanwhile, it aimed to maintain its high retention rate by understanding the pandemic’s impact on its most vulnerable clients and offering the most appropriate insurance cover to customers at an affordable price.

The firm stood out among the nominees with its targeted approach to give its elderly customers the best possible service.

First, it used risk analysis to better understand the geographical risk of flooding in locations on a home-by-home basis, leading to more informed underwriting decisions.

Second, it identified more than 2000 homes that previously would have been declined flood cover and examined them to assess the true risk.

Park Home Assist Insurance demonstrated that going above and beyond is part of its culture. In the toughest days of the pandemic, the firm distributed 53,000 copies of a free puzzle book to elderly and vulnerable customers and potential customers.

Furthermore, it sent out a number of Christmas hampers to clients over the age of 95 and others to clients who had told its advisers they had recently been bereaved and were facing Christmas on their own.

The firm boasts notable retention rate for all park home clients, with its strongest retention rate coming from clients with Flood Re cover.

It achieved an incredible renewal rate from the most vulnerable clients the business identified during the pandemic, the over 85s.

The judges highlighted the company’s reputation for excellent service, with 20% of new business sales last year the direct result of client recommendation.

What’s more, a sizable number of park home policyholders opted to take up its new home emergency product, which has reduced the risk of exploitation by rogue traders.

One judge said: “They understand their clients’ needs and provide a high-level service.”

Other judges praised the firm’s growth in a niche market, its treatment of vulnerable customers and the way it has overcome customer profile challenges. 

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