Coverholder initiativesLLoyd’s Branding, marketing & education

Stephen Moore, Manager, International Market DevelopmentMatt Drage, Marketing Communications Manager 3 November 2011

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The Coverholder Programme:

– Continuing 2010-2012 programme of initiatives

– Making it easier to do business with Lloyd’s

– Developing the channel, subject to proper controls

Today’s agenda:

– Reminder of strategic objectives

– What have we done this year

– What is coming up and feedback from you

INTRO & AGENDA

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A reminder of Lloyd’s strategic plan …

- Make placing business into the Lloyd’s market easier & more efficient

- Promotional & educational activities for existing & potential coverholders

- Provide robust oversight of coverholder business

To inform our work: -

1. 2010 survey of 400 coverholders & EU coverholder event

2. Structured interviews with brokers, agents and country managers

3. Structured interviews with MGA ‘advisory panel’

Context: - strategic importance

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Progress to vision

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PROGRESS to vision: MARKETING & COMMS

STARTING POINT

No easy way for retail brokersTo find their nearest Lloyd’scoverholder

Coverholders lacking thetools they need to promotethemselves

No consistent communication tocoverholders on key issues

Confusion over the Lloyd’sbrand and when it can be used

Today

New Coverholder Directory live

Lloyd’s Quick Guide explains how Lloyd’s works

New e-bulletin:- ‘CoverholderNews’ launched

New coverholder website

Release of new brand Guidelines

COMING UP

-

Marketing Fact Sheet to help coverholdersexplain Lloyd’s to clients

-

New branded policy jackets to be piloted

‘Coverholder plaque’ pilot for approved US coverholders

VISION: - Regular targeted communication - Easy to find information to understand & explain Lloyd’s - Coverholders well informed about Lloyd’s

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What have we done: coverholder experience

A ‘Quick Guide’ to help you explain how Lloyd’s works

Questions: - Do you use Quick Guide and is it helpful? - What more do you need?

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What have we done: coverholder experience New marketing & educational material for coverholders

Questions: -

- Do you use the web site and is it helpful?

- How can we make it better?

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WHAT WE HAVE done : COVERHOLDER EXPERIENCE

Next edition coming soon: -

• Lloyd’s Brand Guidelines

• The Coverholder Toolkit

• Lloyd’s results

• Updated reporting standards

• Coverholder week

New coverholder e-bulletin: - Coverholder News

Questions: -

- Did you see it? - Was it helpful? - How can we make it better?

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Clearer coverholder brand guidelines - supported by a new Coverholder Sub-Brand - building pride & engagement as part of a community

Brand guidelines available at :

www.lloyds.com/brand

WHAT WE HAVE done : COVERHOLDER EXPERIENCE

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What is new?

WHAT WE HAVE done : COVERHOLDER EXPERIENCE

1. A new brand

- Promotional material

2. Extended use

- Website

- Business Cards

- Letterheads

- As well as product specific material (if 100% written through Lloyd’s)

3. Simpler guidelines

- With a new emphasis

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At the start

No London events

Limited local events

Associations or networks in 2 countries

What have we done: EVENTS & networks

Sense of pride & engagement as part of community - local associations & networks - varied range of local & London events

Today

AAMGA, EU Coverholder & Audit events

and Technology forum in London

Local class of business & awards events

& networking opportunities

Associations & networks in 8 countries*

* = UK, Ireland, France, Sweden, Switzerland, Italy, Spain, Hong Kong

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PROGRESS to vision: EDUCATION

STARTING POINT

Many coverholders found Lloyd’s confusing

Coverholders interestedIn learning more, but no accessible training

Lack of awareness of Lloyd’samongst prospectiveclients and coverholders, especially in 20-35 yr age group

CURRENT POSITION

Strategic review of educational requirements in 2010

New educational materials available on www.lloyds.com

LLMIT on-line training is live

The Coverholder Toolkit is live

Australian Diploma launched

COMING UP

Promote LLMIT globallyvia country managers

Delegated UnderwritingModule in LMA Academy

Inwards visit programme to be considered

ACII Diploma to be considered

VISION: - range of guidance & educational offerings - clear pathway from introductory to advanced learning - easy to find & use training & guidance materials

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What have we done: the coverholder toolkit

A clear and simple guide to doing business with Lloyd’s - an on-line one stop shop for coverholder information

www.lloyds.com/coverholdertoolkit

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Who has it been designed for?

Those new to the London

Insurance Market

Those wanting a wider

understanding of how the

market operates

Managing agents Lloyd’s brokersNon-Executive Directors Professional services Regulators Risk managers Coverholders Overseas brokers

What have we done: LLMIT

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What does it consist of?

A user friendly e-learning course

Downloadable learning material

A 90 minute exam covering 75 multiple choice questions

Tests understanding of:

Lloyd’sInsurance and reinsuranceClasses of business Legal principlesContract certaintyRole of brokersUnderwriting How claims workCoverholders & delegated underwriting

What have we done: LLMIT

© Lloyd’s16 Europe: MARKET UPDATE October 2008Lloyd's International Markets QUICK TOUR

Network of Pearson Test Centres - Europe

104

414

19

Netherlands39

Belgium11

Russia68

Poland26

Turkey13

Austria19

Israel22

Greece14 Portugal 18

Spain 77

Italy 89

Switzerland 35

France 60

Ireland 26

UK414 Denmark9 Norway16 Sweden22 Germany209

Cyprus3

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Interested?

1. Visit www.mindhub.co.uk to purchase the LLMIT package

Corporate prices are available on request at corporatellmit@lloyds.com

2. Register for an exam at www.pearsonvue.com/lloyds

3. Complete the exam at a time that suits

Presentation name 00 July 200517

What have we done: LLMIT

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Further possibilities

Further possibilities: - Coverholder plaques

What are others in the market

doing?

What could Lloyd’s do?

Question: - Would this be of interest in Europe? - Would it add value to you? - What is of most value – a certificate or plaque?

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We would like to extend some of the benefits of being part of the Lloyd’s family to our coverholders.

Key features of the Coverholder ClubCard could include:

Access to the network of Lloyd’s overseas offices for hot-desking and meetings

Access to discounted hotel rates negotiated by Lloyd’s

Access to a password protected internet forum which would allow CH to blog and

share ideas/questions

Access to selected discounts at the Lloyd’s shop

Question: - Would this be of interest to you?

Further possibilities: Coverholder club card

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