HB Underwriting is pleased to announce the appointment of Sally Conner as Business Development Executive, bringing her extensive rural sector experience to our team and further enhancing our partnership support for insurance brokers. Sally will focus on championing our specialist Rural Protect management liability product across the rural and agricultural market, working closely with brokers and clients alike to deliver value-added advice and support.
A lifetime of rural experience
Sally joins HB Underwriting with deep roots in rural life and an established reputation within the agricultural community.
She previously worked for the Royal Agricultural Benevolent Institution (RABI), supporting farming families facing financial hardship, personal crisis, and business pressures. Through this role, she developed a detailed understanding of the real world challenges affecting rural businesses, from succession and employment disputes to regulatory investigations and financial strain.
Her experience within the rural charity sector means she has seen first-hand the human and commercial impact that complex disputes, legal action, and regulatory scrutiny can have on farming families. This perspective aligns closely with the purpose of Rural Protect, which is designed to provide specialist management liability protection for rural businesses before situations escalate into serious financial or reputational damage.
HB Underwriting continues to support the Royal Agricultural Benevolent Institution and its Scottish counterpart, the Royal Scottish Agricultural Benevolent Institution, as part of our ongoing commitment to the rural community. Through Rural Protect, we actively signpost these charities so brokers and their clients are aware of the confidential, practical and financial assistance available, should it be needed.
Sally’s previous involvement with RABI therefore strengthens an existing relationship and reinforces the shared values between HB Underwriting and the rural charities that support the agricultural sector.
Strengthening support for rural brokers
Sally’s deep sector knowledge and her experience of how specialist products are positioned and supported by brokers means she can bring practical insights that help drive better outcomes for clients. Her understanding of the challenges faced by brokers in communicating complex risk solutions, particularly within the rural sector, will help inform how HB Underwriting continues to evolve and support its broker partners. This includes enhancing product explanation tools, improving training resources, and ensuring smarter engagement with agricultural risks.
Sally’s engagement with brokers will include tailored training, practical support at client meetings, and sharing insights from real-world sector experience to help brokers articulate the value of this specialist product with credibility.
A trusted advocate for rural protection
Sally’s appointment reinforces HB Underwriting’s commitment to providing specialist support within the rural insurance sector. Her role is focused on strengthening relationships with broker partners and ensuring that rural clients are equipped with insurance solutions that reflect the complexity of their operations. Her passion for rural communities, combined with her insight into the sector’s needs, positions her well to support broker partners in navigating challenging conversations around specialist insurance solutions.
We look forward to working with Sally to continue enhancing the way we support the rural broker community and help clients manage risk effectively with products like Rural Protect.
