Cheshire insurance brokerage Broadway opens new office in Liverpool commercial district – its first in the city. Tony McDonough reports

Louisa Roberts and Daniel Lloyd-John of Broadway Insurance Brokers

Broadway Insurance Brokers is opening its first office in Liverpool with a team of five people.

Altrincham-based Broadway, which also has an office in Stockport, says the new base in the Cotton Exchange will help it support “a growing number of business and personal clients in the area”.

Chief executive Daniel Lloyd-John said that branching out from its Cheshire headquarters was “a milestone”. The firm advises some of the country’s wealthiest individuals, entrepreneurs and household brand businesses.

Liverpool managing partner Louisa Roberts will head up the local operation. Born in Liverpool, Louisa has spent her entire 25-year insurance career working in the city after finishing her degree at the University of Liverpool.

Daniel said: “We launched as a business four years ago with a clear idea of how we wanted to work, including a desire to do our best to understand and respond to the needs of private and corporate clients.

“Part of our decision to appoint Louisa a year ago was because of a growing volume of work from Merseyside and the surrounding area, and that has happily continued to be the case.

“Whilst many other brokers have chosen not to retain a presence in the Mersey region, preferring to service clients from elsewhere, that simply isn’t part of the style which has brought us success so far.”

Broadway began trading at Ashley Hall in Altrincham in August 2020. In June Daniel said the firm’s client roster had grown by 45% during the period, while the number of policies which it oversees climbed by 51%.

He added that Broadway had generated £6m of gross written premiums in the six months to the end of June, having recorded £7.5m across the whole of 2024.

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“We have no intention of compromising our very tailored risk management advice by effectively paying lip service in the form of a serviced office or hot desking arrangement either,” he explained.

“Opening an office in Liverpool is, therefore, an entirely natural development. It is equally fitting that the team is led by Louisa, someone who knows both the city’s insurance industry and the local economy incredibly well.”