In an interview with Artificial, our Group COO, Nick Williams-Walker, explains why embracing digital capabilities is no longer an option but an imperative for brokers. He details our strategy of embedding AI along with smart placement and contract building into our workflows to become faster, more responsive, and to empower our colleagues to solve our clients’ most complex risk challenges:
For brokers at the beginning of their digitalisation journey, or early into it, what factors do they need to consider around their data capabilities?
If you look back to two years ago, you would probably say you needed to have your data in an incredibly structured format, and that you would need to spend 18 months in a dark room on data models before you could apply it to any tech.
That’s all changed now, and this is why I encourage people just to start; otherwise you could end up in the preparation phase forever. With our partnership with Google, we can now take unstructured data and get it into a usable state very quickly, but it’s still true that to make advances, brokers will have to get away from using just the Microsoft Office tool set.
A digital contract builder is the minimum a broker will need in the near future. There are many tools out there to digitise PDFs and documents, but that of itself won’t be enough to match appetite and trade quickly with carriers as they trade more algorithmically. Digitisation after the event isn’t sustainable.
In the London wholesale broking market in the near future, what capabilities around systems will become ‘table stakes’ to be competitive?
This isn’t groundbreaking, but in addition to a contract builder tool, it’s the ability to connect platforms together through APIs now, and probably agents in the future. That should be absolute table stakes today, but it’s amazing how much legacy technology in the London market still isn’t API-enabled. And then there’s different areas of the value chain.
The ability to trade and communicate with data, to receive and distribute data to clients and carriers – that should become table stakes very soon – but that’s just the front end of the business. There are other aspects just to maintain margin, and that means the transaction has got to be digitised.
To what extent can tech partners undertake a lot of the heavy lifting for brokers daunted by what transformation means for legacy systems, connectivity and data flows?
In previous years, everyone wanted the silver bullet of an amazing end-to-end policy admin system, but it never materialised. Hundreds of millions were spent trying to do it but in reality, it became back-office systems. Now firms like Artificial, are putting tools into the hands of brokers that support their activities in delivering great outcomes for clients, and interacting with markets.
The strategy at McGill and Partners is that we do not see any future with a single end-to-end policy admin system. We have strong partners like Artificial, who are providing everything around smart placement and contract building.
We also use Salesforce, for example, for everything related to clients, contracts and our sales pipeline, and then Google Cloud operates everything around our data. Because those platforms now have such great connectivity, you can easily plug in things like KYC and other elements to improve the client experience but also ensure operational efficiency savings. Brokers can now knit these things together in a fairly seamless way using tools like Mulesoft.
With just a few London brokers at the forefront of digitalisation, do you think these leaders will create a competitive dynamic that accelerates change?
There are economics in play, of winning more clients and operating more efficiently, and creating digitalised facilities, so there’s a revenue imperative which means that digitalisation will naturally become a competitive landscape.
It’s also about an employee proposition. People want to work in a place that’s moving forward, where they’re not going to be spending 80% of their time on the transaction. They want to solve difficult problems or claims for clients. Critically, that’s going to exert pressure on firms, in that talent is going to gravitate towards companies making the biggest strides in digital. We certainly see that happening already.
How will digital facilities like McGill and Partners’ Auton, shape the future client/broker/carrier dynamic?
Ultimately, it’s about matching risk to appetite in a much more algorithmic way. For our clients, it’s two things. One, it enables our brokers to spend more time with them, trying to solve the most complex problems, and then spend more time with the lead to craft solutions. We also see an increasing amount of pure follow being placed algorithmically, so we spend most of our time on lead line broking, and increasingly really complex risk.
The second point for clients, is that we can deliver great rated capacity for them much faster. It’s speed of placement, plus certainty of pricing and coverage for the client.
What are the different methods of measuring the impact that digitalisation delivers?
For us, there is a core measurement around capacity creation. It’s enabling us to grow our revenue and not have to grow our headcount at the same rate as we were at the beginning.
We’re also calculating how people spend that time that is freed up. We are already seeing that they’re spending far more time on the client solution piece. Through our partnership with Google Cloud, we use Agentspace which includes Notebook LM, Deep Research, our own form of ChatGPT, and the ability to create Agents. We’ve got an innovation studio and more than 20 AI-related programmes covering client solutions and operational efficiency.
The challenge for everyone is that, while capacity creation is great, what do people do with the additional time they now have available? You have to make sure that people are focusing on things that add value to clients, and to the firm.

These insights are part of a white paper, developed in collaboration with Artificial, on the future of our industry. To view the full whitepaper, please click here.

