Peter Allen – Board-Level Positioning for Insurance & Financial Services

Peter Allen is a seasoned non-executive director and former RSM partner, now focusing on board-level roles across insurance brokers, managing general agents (MGAs), InsurTech firms and private equity-backed businesses. He serves as chair for aLloyd’s managing agency (pending PRA approval) and pursues multiple high-value appointments.

Challenges

• Limited headhunter success: Traditional recruitment channels were missing key opportunities.
• Underwriting conflicts:Peter needed to avoid roles that might compromise his independence.
• Low traction on past outreach: Earlier business development efforts yielded inconsistent results.
• Complex topics: Publishing on controversial subjects such as motor insurance pricing carried reputational risk.
• Administrative delays: Email issues and out-of-date contact lists slowed execution.

Objectives

• Secure board-level roles through network-driven outreach rather than head hunter referrals.
• Build a predictable pipeline of opportunities via regular, targeted LinkedIn engagement.
• Position Peter as a visible authority in insurance and financial services to attract inbound enquiries.
• Deliver tactical outcomes:
  
  • Segment outreach into personalised and automated messages.
  • Publish insurance-specific content with data visuals to boost dwell time.
  • Produce a case study and professional services masterclass for long-term marketing.
  • Collect video testimonials to reinforce credibility.

Our Approach

• Refined Targeting:We narrowed Peter’s focus to insurance brokers, MGAs, InsurTech and insuranceservice providers, excluding underwriting roles to prevent conflicts. We also mapped key contacts within private equity firms.
• Two Pronged LinkedIn Outreach:
  
  • Personalised messages to close connections for referrals and informal chats.
  • Automated sequences to a broader network for scalable reach. We updated and categorisedPeter’s contact list to support both streams.
• Content Strategy:We replaced generic economic commentary with posts on motor insurance, MGA trends and insights into Lloyd’s. Each post included a clear data visual or graph to spark engagement. We experimented with timing, focusing on midweek afternoons and evenings.
• Authority Building:We wove Peter’s personal journey and board-level learnings into his posts. We planned a professional services masterclass and began scripting a case study for his website refresh. We also scheduled video testimonial shoots with key contacts.

Results

Business Development Outcomes

• Secured two board roles: one confirmed chair position at a Lloyd’s agency (pending PRA approval), another via Peter’s network rather than a recruiter. A thirdopportunity is in discussion.
• Several senior contacts, including Ewan Fleming, re-engaged after seeing Peter’sLinkedIn content.

LinkedIn Performance

• Top motor insurance post: 47 likes, 10,300 impressions.
• Strong engagement on career story (5,500 impressions), Lloyd’s commentary (6,500 impressions), and Zurich insights (5,500 impressions).
• A post about psychometric testing achieved high interaction and reconnected Peter with former colleagues.

Brand Awareness & Reputation

• A colleague stopped Peter in the street to praise his LinkedIn presence.
• Content now consistently outperforms pre-campaign metrics.
• Multiple professionals approach Peter directly for roles and advice, showing LinkedIn is actively driving new pipeline conversations.

Key Takeaways

• Network First Outreach:Personalised and automated messaging can outperform headhunters when targeting senior board roles.
• Industry Focused Content: Deep dives into insurance specific topics with clear visuals drive higher engagement and credibility.
• Authority in Action:Combining personal insights with data driven posts turns LinkedIn into a consistent pipeline generator.
• Tactical Execution:A structured content calendar, precise timing and proper contact segmentation under pin predictable results.

This case demonstrates how a focused LinkedIn strategy, rooted in targeted outreach, industry relevant content and authority building, can secure high value board roles and create a reliable pipeline for a senior executive.

‍

‍

‍

‍

‍

‍