Link to Megan Lewis user page Megan Lewis Senior Business Development Manager (Broker) & Technical Specialist 08 September 2026 For insurance brokers, arranging suitable cover is at the heart of the client relationship. But the value of a broker can also come from the expertise, service and support they bring to the policy. As client needs become more complex, the value of the broker can extend beyond product selection. This can mean bringing specialist knowledge to complex requirements, helping clients navigate a wider range of insurance needs, using technology to improve the experience and working with trusted insurance partners and other specialists to provide additional expertise. For brokers working with businesses, it can also mean understanding how insurance fits into a wider employee benefits strategy, particularly as workforces become increasingly international. So, what can help brokers continue to demonstrate their value to clients? Six ways brokers can enhance the client proposition Understand increasingly complex client needs Look beyond individual policies Combine technology with human expertise Extend your proposition through insurance partnerships Stay close to changing client needs Use client insight to continually improve 1/ Understand increasingly complex client needs Clients’ circumstances aren’t always straightforward, particularly when they operate across multiple countries or have requirements that span different areas of insurance. Clients can also have very different needs depending on their circumstances, lifestyles and financial position. High net worth individuals, retirees and internationally mobile families, for example, may have more complex or specialised protection requirements. For brokers working with internationally mobile individuals or businesses, this can mean navigating different markets, locations and requirements while helping clients understand how their cover fits into their wider circumstances. Specialist knowledge can be particularly valuable where standard approaches don’t necessarily reflect the client’s needs. Understanding the markets and sectors a broker works in can help create a more informed and relevant service, while giving clients confidence that their particular circumstances are being considered. For brokers, this expertise is an important part of the value they bring beyond simply identifying an appropriate policy. How does international life insurance work? Our step by step guide to international life insurance 2/ Look beyond individual policies For business clients in particular, insurance requirements may form part of a much broader benefits and protection strategy. As employers consider how their benefits packages can support employees across different locations and stages of their working lives, there can be opportunities for brokers to take a broader view of the protection they arrange for their clients. This could include areas such as group health insurance, group life insurance and income protection, particularly for businesses with employees based across multiple countries. Understanding how different benefits can work together can help brokers provide a more joined-up proposition for employers, while giving businesses access to specialist expertise where they need it. For brokers, this broader perspective can also create opportunities to support clients as their businesses and workforce requirements evolve, rather than focusing solely on an individual policy. How does international income protection insurance work? Read our full guide to income protection insurance 3/ Combine technology with human expertise Digital tools are now an established part of the insurance journey, giving brokers additional ways to make processes more accessible and efficient for clients. Online applications, digital documentation, claims processes and other self-service tools can reduce administrative friction and make it easier for clients to manage aspects of their insurance. The role of technology is also evolving beyond traditional insurance platforms. Clients are increasingly using AI tools to research insurance, understand terminology and identify questions they may want to ask an insurer or broker. This can help clients become more informed, but it doesn’t remove the need for specialist knowledge and context. Insurance policies can contain complex terms, conditions and exclusions, and their relevance can depend on an individual’s or business’s particular circumstances. A broker can bring the technical knowledge and experience needed to explain these nuances and help clients understand what different options mean for them. Technology therefore doesn’t replace the value of the broker relationship. For more complex questions or situations, clients may still want access to someone who understands their circumstances and can provide context around their options. The opportunity is not simply to introduce more technology, but to use it where it improves the client experience while allowing brokers to focus their time and expertise where they can add the most value. Technology is changing the future of healthcare Read more about these changes and what they mean for insurers 4/ Extend your proposition through insurance partnerships Brokers don’t need to provide every area of expertise themselves. Trusted relationships with insurance partners and other specialists can help brokers broaden the knowledge and solutions they can offer while maintaining their role as an important point of contact for the client. This can be particularly valuable where clients have international or specialist requirements that sit outside a broker’s core areas of expertise. The strength of these partnerships can depend on finding providers that understand the broker’s clients and complement the service they already provide. For clients, this can mean access to specialist knowledge and a broader range of solutions through a broker they already know and trust. For brokers, it can create a broader proposition without requiring them to develop every area of expertise in-house. We’re taking insurance to the next level for our members Discover our Elevate proposition and what this means for your clients 5/ Stay close to changing client needs A client’s insurance needs can change over time, particularly when their personal or professional circumstances change. For an internationally mobile client, for example, a change of country, employment or family circumstances may mean their insurance needs and cover need to change. For an employer, changes to workforce size, locations or benefits strategy may lead to different protection needs over time. Staying close to these changes can help brokers identify when a client’s existing arrangements may need to be reviewed and when additional or different protection could be appropriate. The value of an established broker relationship can be particularly apparent when circumstances change unexpectedly. International clients may find themselves navigating unfamiliar systems, locations or requirements, and knowing who to contact for specialist support can make a difference. A broker who understands the client’s circumstances can help identify what has changed, explain the implications for their insurance and connect them with the appropriate insurance partner or specialist where needed. This helps keep the broker relevant as the client’s needs evolve, while allowing the insurer to provide the policy and services that sit within its role. How does international health insurance work? Our step by step guide to international health insurance 6/ Use client insight to continually improve Understanding what clients value can help brokers identify opportunities to refine their proposition over time. Client feedback, service reviews, conversations with account teams and other forms of customer insight can highlight recurring questions, points of friction and areas where clients may value additional support. This doesn’t necessarily require sophisticated analytics. Patterns in client feedback or recurring questions can sometimes reveal straightforward opportunities to make a process clearer, improve communication or develop services that respond more closely to client needs. For brokers, the value of this insight is in using it to build on an existing service and ensure their proposition continues to reflect what clients actually need. One thing everyone knows us by is the way we work Our award wins reflect our commitment to exceptional service Adding value through expertise and understanding There is no single approach to adding value that will work for every broker or every client. For some, specialist expertise may be central to their proposition. For others, technology, broader employee benefits support or trusted partnerships may provide opportunities to strengthen the client experience. What these approaches have in common is a focus on understanding the client and bringing value to the insurance process beyond simply identifying a policy. The role of the broker is to bring together their knowledge of the client with their understanding of the insurance market, helping clients navigate their options and access appropriate expertise as their needs evolve. We’ve been supporting expats worldwide for over 30 years Explore the story behind William Russell Working with William Russell William Russell works with brokers to provide international health, life insurance and income protection insurance for individuals, families and businesses with international requirements. We work closely with our broker partners, providing dedicated support and digital tools designed to make it easier to manage international insurance for their clients. If you’re looking for an international insurance provider to support your clients, find out more about working with William Russell. 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