With more than three decades in the health insurance industry, Sue Smith, head of private clients at Advo, will be retiring at the end of this month – after a career that helped to pave the way for more women to progress in an industry that was largely male dominated.
Described as a ‘force of nature’ Smith (pictured) told Health & Protection about the surprise beginning to her career and some of the twists and turns during her long and fulfilling journey.
“The saying ‘Life is like a ‘box of chocolates’ is so true – you take a random chocolate not knowing what’s inside. For me my life turned on such an unknown choice, taking me places and creating opportunities never expected,” Smith told Health & Protection.
It all started in the 1970s when as a stay-at-home mother, Smith decided to seek some insurance, after she saw an advertisement on TV for Bupa offering coverage for £6 per month.
What happened next started her journey into the insurance profession.
“I didn’t buy a policy but was offered a job selling health insurance policies. Little did I know that I would be starting a new career at the age of 38 and would still be working in the same industry 30 years later,” she said.
Trailblazer
Asked what was the greatest highlight of her career, Smith pointed to work she had done with founding the Association of Medical Insurers and Intermediaries (AMII).
“Looking back the highlight of my career was being a founder member of AMII and the work we did advising and assisting the General Insurance Standards Council (GISC), and latterly the Financial Services Authority (FSA),” she said.
“That resulted in health insurance being regulated as a lower risk product than initially proposed.
“It was a conversation that I had with a senior member of the shadow government at the time who advised setting up an association, that initiated the formation of AMII in 1998.
“I continued to work with the association, firstly as secretary, then as vice-chair and as a committee member for many years.
“Over this time, I believe I led by example and was a trailblazer opening minds in what was then a male-dominated industry. I believe my work with AMII and the wider industry helped open doors to the wider inclusive industry we have today,” she added.
Focusing on clients
In 2012, Smith’s firm Health Care Plus merged with Advo, and she became the head of private clients looking after a profitable division and creating new business opportunities.
“Although past normal retirement age, my commitment for doing the right thing remains as strong as when I first started,” she said.
But what are the aspects of her profession which she has most enjoyed?
“It is the daily contact with my clients that I will miss the most – helping a client who is in a really difficult situation through no fault of her own is what I really love about this business,” Smith said.
“Nothing else matters when you receive an initial email of this urgency. A successful conclusion gives me the most immense sense of satisfaction and makes my job utterly worthwhile.
“My focus has always been to look after my clients to the best of my ability. Each client needs to think that they are your only client.
“You need to take the time to listen to their requirements, carefully ask about their medical history and advise accordingly.
“All clients know that I am there to assist when they are unwell or are having a difficult time. Sourcing appropriate cover is only part of services delivered, often most work with clients is when needing to use their policy,” she added.
But it has not always been smooth sailing, particularly when dealing with something as important and stressful as medical conditions.
“Client misunderstandings of claims-protocols, muddled communications and people coping at terrible times compound any problems when claiming,” she said.
“When difficulties claiming occur, much of my skill is simply opening lines of communications, clarifying facts between client, medical practitioner and insurer, or just metaphorical hand holding, before direct insurer intervention is needed.
“I pride myself on responding to clients emails or calls immediately and taking the appropriate, necessary action – taking issues to senior Insurer contacts until the problem has been resolved.
But as to what she will miss the least – there’s no contest.
“What I will miss the least? sitting at a computer all day every day.”
Advice cannot be commoditised
Smith also spoke about how she sees the industry developing in the years ahead.
“Advising on individual health insurances cannot be rushed, or I believe, commoditised,” she continued.
“As our financial world becomes increasingly automated with increasing choices, best practice for advising individual health insurances I believe stubbornly resists this trend.
“It demands a personal approach, a thorough understanding of someone’s situation gleaned through personal contact; what was true at the beginning of my career remains just as true today.
“My advice to new people joining the industry is to remember that each client is an individual with different requirements – listen to your clients and advise them to the best of your ability,” she added.
And its not necessary to know everything all the time.
“It is only human not to know the answer to every question asked by a client – if in doubt, say so and call someone to clarify. As long as a client knows you are working in their best interests at all times all will be fine.
“Go to sleep at night knowing that you have done your best.
“We need to remember we make a real difference to people’s lives. I remain proud of our caring industry which has the best interests of people at its heart.
“If you truly care about people, your clients, then you do not see being a health insurance adviser as a job or a career, but a vocation,” Smith advised.
Force of nature
Colin Boxall, executive director at Advo, gave Smith high praise, emphasising her impact on the industry and clients.
“I too worked on the AMII committee and saw first hand the passion and commitment Sue gave to our industry, so when the opportunity arose to work together, I jumped at the chance,” Boxall said.
“Sue is a force of nature and will be greatly missed by Advo. Clients love her.
“Each year there are numerous examples of Sue going above and beyond for a client, evidenced by her many industry award wins.
“Her caring empathetic approach and drive to always do the right thing marks her out as one of our industry’s finest.
“I think it is not an overstatement to say there are people alive today because of Sue’s interventions over the years ensuring her clients always received the maximum they deserved from their policies, thereby getting the best care,” Boxall concluded.
