In an industry that has long been male-dominated, Vicki Parmar stands out not just for her career longevity but for the leadership and ambition that have defined her 30-year journey. Now running her own brokerage within the Coversure network, Vicki’s journey reflects growth, resilience and steady belief in the value of doing things the right way – from building relationships to balancing business with family life.
From filing cabinets to founding firms
After leaving college early from a business management course that didn’t suit her hands-on learning style, Vicki took a junior role at a small, local personal lines broker in Basingstoke – A Quote Insurance. From day one, she was determined to make the most of the opportunity.
“A job popped up in the college careers office for an office junior at A Quote Insurance in Basingstoke. I knew nothing about insurance at the time, but I got the role – and that was the start of it all.”
Vicki’s career began in the days of filing cabinets and underwriting guides. Over 13 years, she worked across every area of the business, developing operational expertise and market knowledge, helping her progress to Customer Service Manager. “Once you really learn and understand insurance, it becomes a fascinating industry,” Vicki reflects. “There’s so much depth to it.” When the business was sold, Vicki co-founded Be Wiser Insurance with some of her former colleagues. There, she spent another 13 years growing a high-volume personal lines business. The deep foundation Vicki has developed over her career has proven invaluable – not only in leadership roles but in setting up a business of her own.
My progression was driven by continuous development – always learning, growing and adapting. I focused on understanding not only the insurance products, but the wider business environment, market trends and advancing technologies too. Along the way, I also studied and earned my CII qualifications, which gave me a broader and more technical perspective.
Vicki Parmar, Director at Coversure Basingstoke
Stepping into entrepreneurship with Coversure
Following the sale of Be Wiser, Vicki began to explore her options for the next chapter of her career. Having always enjoyed running and shaping businesses, she decided to pursue an independent venture and researched several broker networks. Her familiarity with the Coversure model and the strength of the Jensten Group proposition made the choice clear.
Coversure stood out. It offered me a quick route to market with strong network support, a robust panel of insurers and schemes, and crucially, risk and compliance backing, which gave me the freedom to focus on growing my business.
Vicki Parmar, Director at Coversure Basingstoke
Transitioning from personal to commercial insurance was a major shift. Vicki had to learn a new broking system, adapt to a different sales model and build her new business from scratch. The journey hasn’t been without its challenges, but Vicki has embraced each one with her signature determination and focus.
Championing women and building balance
Although she entered a heavily male-dominated field, Vicki never allowed that to limit her ambition. In her view, career success should never be constrained by gender or by family responsibilities. During her time at Be Wiser, she played an active role in creating a balanced, inclusive workforce, ensuring women were given opportunities to progress.
Now a mother of two, Vicki continues to advocate for flexibility and prioritisation in balancing professional and personal responsibilities. For her, setting boundaries and being well-organised are essential, but so is having the right support network. The Coversure community has provided important connection points throughout her entrepreneurial journey. Vicki highlights, “You can feel isolated running your own business, but the network is there. Just recently, I had a call with another member that gave me the lift I needed. It reminded me how far I’ve come.”
Growth and impact in the future
Vicki recently moved into a larger office space and is planning to scale her team over the next few years. “I plan to continue delivering the highest level of service and protection to our clients,” she says. As Vicki looks ahead, she reflects on the most rewarding parts of her career journey so far. Building strong, meaningful relationships, whether with clients, colleagues, or industry peers “has shaped my journey and continues to play a huge role in my success.”
While she recognises that running a business can be a solitary path at times, she also notes the importance of perspective, particularly for women. Too often, she says, people don’t give themselves enough credit for how far they’ve come. For Vicki, being part of the Coversure community, checking in with peers, seeking out feedback and celebrating progress, are all crucial parts of staying motivated and confident.
Advice to women in insurance
Vicki’s message to women starting out, or looking to take the next step, is clear: insurance is full of opportunity, but success takes work, curiosity and self-belief.
“My advice is to never stop learning – whether it’s gaining qualifications, new skills or insight into different sectors. Build a strong network of like-minded people, and above all, believe in yourself. Confidence and self-belief are game changers.”
Having spent 30 years in the industry, Vicki is inspired seeing more women running their own insurance businesses.
Taking the leap
There’s never been a better moment for women to step forward, lead with confidence, and help shape the future of the insurance industry. “We’re already seeing positive strides through initiatives supporting diversity and inclusion, and more inclusive events outside the traditional male-focused golf days! Insurers like Zurich have introduced dedicated programmes to support gender equality, and it’s clear that more organisations are starting to follow suit.”
Vicki has proven that success is achievable for anyone with the drive, resilience and willingness to learn. She was even recognised as one of Coversure’s top performing network members for GWP growth over the last 12 months. As the insurance industry continues to evolve, it needs more women at the table driving decisions, shaping culture and leading change – essential for a modern, inclusive industry.
Always believe in yourself – anything is possible. Starting your own business isn’t without its challenges, but those challenges are just opportunities to grow and develop. If you’re thinking about taking the leap – go for it!
Vicki Parmar, Director at Coversure Basingstoke
