In these financially challenging times it is natural to be looking for the best deal when it comes to all sorts of products and services. Insurance is no exception.The insurance market over the last 25 years has become more and more commoditised with home and motor insurance being heavily marketed on price, other types of insurance are moving in this direction too as it becomes easier to transact other types of insurance online.Of course it is nice to have a cheap insurance; I would say however it is better to have an insurance that will pay out in the event of a claim. I am not saying that a “cheap” policy will not pay out but would emphasize that if the client is solely focused on the price of the product they are likely to miss out in the terms of cover that is available. This could prove costly in the event of a claim.My approach is to give my clients as many options as possible. By asking the right questions at the outset and really understanding their needs I can tailor the insurance more specifically to meet their requirements. By having the full and correct information I can present the risk to the insurers in the best possible light (a true skill which surprisingly, many lack in our profession) and as a result generally offer products that are competitively priced. My 30 years plus experience in the insurance industry helps me to understand which insurance markets are best for each risk. Having extensive market knowledge is absolutely crucial as there are niche insurance products available in many industry sectors. When recommending an insurer I will also take into consideration their financial security and their ability to handle claims quickly and efficiently, which is after all, the true measure of an insurance policy.