As consolidation reshapes the UK broking landscape, one independent firm is maintaining a focus on local relationships and long-term continuity.
For James Godsall (pictured), managing director of Jukes Insurance Brokers, independence isn’t just inherited, it’s a deliberate strategy for staying relevant in a market dominated by national consolidators and digital-first models.
Based in Bromsgrove, Worcestershire, Jukes has remained on the high street since the early 1980s. The brokerage, founded by Godsall’s great uncle in 1963, has evolved from door-to-door insurance sales into a trusted provider for both personal lines and SME clients. In recent years, it has expanded through acquisition to a second office in Warwick, maintaining the local team and client base, a priority for the firm it acquired.
Across the UK, local brokerages are often absorbed into larger firms and gradually lose their community footprint. Offices close, teams are relocated, and decades-long client relationships are disrupted. When the firm acquired a Warwick-based brokerage in 2023, the aim was to avoid that pattern.
"The previous owner approached us because they didn’t want to see the branch shut down," Godsall said. "That kind of continuity matters to clients who’ve been with a broker for 20 or 30 years."
Jukes retained the full team, moved the office only within the same building, and aimed to keep client service uninterrupted. But Godsall acknowledged the challenges that come with managing across two locations.
"You have to be conscious not to become too centred on your original base," he said. "It stretches management bandwidth and changes the dynamic."
The decision reflects one approach to broking acquisitions, prioritising cultural fit and operational viability over rapid expansion. While this can involve trade-offs, for some firms, maintaining a physical presence remains part of their long-term strategy.
"We know and care about the town in a way that someone who's never lived here simply can't," Godsall said. With staff who live and work within a short radius of the office, the firm embeds itself in the day-to-day life of the community. That continuity, he added, allows brokers to build relationships that span decades, both with clients and colleagues.
Some clients have grown from one-person operations to international businesses. Jukes has grown alongside them. “That’s the strength of a local broker: you understand a client’s business not just today, but from where they started," he said.
Independence also brings operational constraints. Jukes now places over £6.5 million in gross written premium annually, but compliance costs remain high. Membership in Bravo Networks provides access to insurer relationships and regulatory support that would be hard to sustain alone.
On the digital front, Godsall is clear: technology should free up time, not reduce personal interaction. "We’re focused on using tech to make our back office more efficient, not to remove client interaction," he said. While automation can assist with simple queries, the firm continues to emphasise personal engagement.
Godsall is candid about the limits of what smaller brokers can do alone. While networks improve access to insurers, many regional players still struggle to get traction on more complex cases. "We need more engagement from insurers on complex risks that don’t fit digital fast-trade models,” he said.
He also sees regulation as a growing factor behind industry consolidation. "Some smaller firms we’ve acquired felt they couldn’t spend enough time with clients because they were so tied up with compliance. That’s not a good outcome," he said.
For now, Jukes plans to stay independent. The firm will continue to look at selective acquisitions, but cultural alignment matters more than size. "We're not trying to compete with the Howdens or Gallaghers of the world," Godsall said. "But there is a space for brokers who know their communities, who have staff who've been with them 30 years, and who can pick up the phone and say, 'I know exactly what's going on with that business.'"
As consolidation continues and clients weigh the value of personal advice, firms like Jukes will test whether independence can remain a viable model in the years ahead.
