From launch to legacy
Charles Ayliffe and Tudor Davies were branch managers at Hill House Hammond in Cardiff, where they had built strong relationships with local customers over many years. When the business announced it was closing its office, they had six months’ notice to begin planning their next move while continuing to support their customers. “We decided to give it a go ourselves,” says Charles, and just four weeks after Hill House Hammond closed, Coversure Cardiff opened from the very same premises.
Customers responded positively to the new venture. Having built strong relationships over the years, many chose to stay with Charles and Tudor rather than find new brokers.
More than 20 years later, that decision had resulted in a successful, well-established Coversure office and, eventually, a succession plan that enabled Tudor to retire while Charles continued working in a business he still enjoyed.
Why Coversure?
After learning that their offices were closing, Charles and Tudor had six months to prepare for life as business owners.
They already had years of insurance experience behind them but wanted a framework that would allow them to focus on serving clients without having to navigate every regulatory challenge alone.
“With our experience, we pretty much knew what we were doing. The compliance side was the part we wanted help with.”
For them, Coversure provided the regulatory and compliance support they needed to establish their brokerage with confidence, while still allowing them to run the business their own way.
Growing through relationships
Charles and Tudor launched Coversure Cardiff in September 2004 and immediately discovered that customers valued personal relationships far more than a faceless call centre experience. Many clients chose to follow them into their new venture, helping the business get off to a flying start.
Unlike many businesses today, Coversure Cardiff wasn’t built through aggressive expansion plans. Growth came through reputation, recommendations and trusted relationships.
Many customers had worked with Charles and Tudor for over a decade before Coversure Cardiff was even established, and referrals became the main driver of new business. A prominent office location in Cardiff helped too, generating consistent footfall from local customers seeking personal advice and support.
Selling within the Coversure family
After two decades in business, the conversation naturally turned to succession planning. While retirement approached for Tudor, Charles wanted to continue working and supporting clients.
As thoughts turned to new lease agreements and future commitments, the pair began exploring their options. Discussions around selling the business had been taking place for several years, including conversations with external advisers and potential buyers. However, Charles and Tudor felt that remaining in the Coversure family was the most natural fit.
“I was quite comfortable within Coversure. If we’d sold externally and I had to join a group of people I’d never worked with before, I probably would have retired instead.”
Equally important was protecting the customer experience.
After spending twenty years building trusted relationships, Charles wanted reassurance that clients would continue receiving the same level of service after the sale.
Following discussions facilitated through Coversure, three offices expressed an interest in acquiring the business.
Ultimately, Coversure Cramlington emerged as the right partner, offering a fair valuation and a shared commitment to customer continuity.
A smooth transition
Today, Charles continues working remotely as part of Coversure Cramlington while Tudor enjoys retirement. The transition has been remarkably successful.
Despite concerns about customer reaction to the closure of a long-established local office, retention has remained exceptionally strong. Although a small number of customers preferred a local office presence, approximately 95% remained loyal and adapted quickly to the change. Charles credits the familiar Coversure brand and continuity of service for helping make the transition as seamless as possible.
The value of succession planning
Looking back, Charles believes one of the biggest benefits of being part of a network is having options when the time comes to move on.
For business owners considering their future, the ability to sell to another Coversure office creates opportunities for both buyers and sellers. For sellers, it offers continuity, familiarity and a smoother customer transition. For buyers, it provides a route to accelerated growth through acquisition rather than relying solely on organic new business.
“We found it easier to sell to another Coversure office. It was surprisingly bump-free. There weren’t really too many issues.”
Building a brokerage with the full lifecycle in mind
For insurance professionals considering starting their own brokerage, Charles’s story highlights an often-overlooked part of business ownership.
Launching a brokerage is only the beginning. Building relationships, creating value and planning for the future are equally important.
More than twenty years after taking the leap into entrepreneurship, Coversure Cardiff demonstrates that with the right planning and support, business owners don’t just have a path to launch and grow a brokerage. They also have options when they’re ready for the next chapter.
