Why London?

In an increasingly competitive environment, the London Market needs to be providing our buyers with a clear case for coming here to purchase our product and services.

We have created a compelling story that demonstrates:

  • That London insurers’ willingness to underwrite complex risks means that companies and individuals worldwide turn to the market for protection of assets ranging from space stations to musicians’ hands
  • That the London Market is large enough to cover the biggest risks – and it is the largest global hub for commercial and specialty risk controlling more than $159 billion of gross written premium in 2022.
  • Its global reach – the market can deliver solutions for risks in almost every territory around the world.

Using the latest 2022 market statistics, Why London Matters tells the story of the role insurance plays in the modern world.

Why London?

How the market works

The fulcrum of our campaign is the new London insurance market website.

This is a showcase for the expertise and knowledge that resides in the London Market, demonstrating why London earns its place as the foremost market for complex global risk transfer and how the London Market works.

We have created a “shop window” to demonstrate how London makes it possible and to offer an opportunity for London Market firms to spotlight their particular skills and experience. Every month the London insurance market website publishes a series of reports and white papers from brokers and underwriters highlighting risk issues and claims experiences.

Educational modules are targeted at US brokers who might be unfamiliar with the London market. We want to use education as a way of building their knowledge and understanding of London’s strengths as a global re/insurance hub.

The site also contains case studies, FAQs, statistics on the London Market and directions to trade associations.

Digital marketing is used to drive relevant traffic to the site in the USA and the UK.

Key documents