Kelbrook Mutual Insurance / BG-Demo – QBR
Callcompleted
Kelbrook Mutual Insurance · 6 Jun 2025 14:00
On the 6 Jun 2025 QBR, Malcolm Hebden, the CFO, asked if Kelbrook pays for more than it uses. Usage is flat at about seventeen of 80, and any multi-year commitment goes to the board with usage.
What was said
What this says
As at Fri 9 Oct 2026On the 6 Jun 2025 QBR, Malcolm Hebden, the CFO, asked if Kelbrook pays for more than it uses. Usage is flat at about seventeen of 80, and any multi-year commitment goes to the board with usage.
What happened: Malcolm joined late and opened by asking what had changed since the last order form. Tom confirmed nothing, with Growth at £56k a year, and Marcus showed usage flat at around seventeen daily users against 80 licensed.
Customer view: Malcolm asked whether Kelbrook pays for a good deal more than it uses, and when slowly becomes never. Rebecca defended the daily use by relationship managers and member services.
Commercial: The term ends on 16 Jan 2026, with renewal on 17 Jan 2026. Tom will send the order form and written options, and told Malcolm the dashboards builder is included in Growth.
Watch: Malcolm wants usage and price together before the board. The evidence does not show what the options said or how the renewal went.
Themes
As at Fri 9 Oct 2026Theme
CFO challenges licence value
Importance
renewal
Sentiment
mixed
Voice
decision-maker
Who was there
BG-Demo
CRMmade from
Them
CRMmade from
Follow-up
Next steps
As at Fri 9 Oct 2026- Tom Ashdown to send the order form and written renewal options with the price and its base.
- Marcus Bell to book half an hour with someone from underwriting and draft the value note before the summer is out.
- Rebecca Ainsworth to find the underwriting contact and ask her team to warn Marcus of system changes.
Risks
As at Fri 9 Oct 2026- Flat usage of around seventeen against 80 licensed invites a downsizing or price challenge at renewal.
- Malcolm will not decide on a call and the board will weigh usage against price.
- A source system change can stop a connector loading unnoticed if BG-Demo is not warned.
Opportunities
As at Fri 9 Oct 2026- The dashboards builder is included in Growth, so an underwriting view can show value at no extra charge.
- Page-per-member demos for claims and underwriting could lift questions asked.
- A value note with usage by team and anonymised examples gives the board a case.
Transcript
Marcus BellAfternoon, Rebecca. Can you hear me all right? I think I've got you on the speaker, just checking.
Rebecca AinsworthLoud and clear, Marcus. Afternoon. Malcolm's just getting his camera sorted, he's in the other room with the board papers.
Tom AshdownAfternoon all. How's your week been, Rebecca? Bit of a mad one, or has it been all right?- Rebecca AinsworthBusy but good. Actually, I'll start with something from this week, if that's all right. We had a member ring up, a village church in the Dales, they'd had a leak in the vestry roof. And the relationship manager already knew about the earlier claim on the same building, and knew the member had rung us twice in the spring. The treasurer actually said, thank you for not making me explain it all again.
- Tom AshdownAh, that's lovely that. No drama, that's exactly what it's for.
- Rebecca AinsworthLet's not make them tell us twice. That's the whole point, isn't it.
Malcolm HebdenGood afternoon, everyone. Apologies, I think I'm with you now. Can you see and hear me?- Marcus BellHello, Malcolm, yes, all fine. Thanks for making time.
- Malcolm HebdenNot at all. If I may, before we begin, what has changed since the last order form? I want to be sure I'm reading today against the right base.
- Tom AshdownFair question. Short answer is nothing on the paper. You're on Growth, the two-year term you signed, which started on 17 Jan 2024. Contracted and invoiced are the same, £55,800 a year, and nothing's been added or taken off since.
- Malcolm HebdenThank you. And that figure is annual, not across the full term.
- Tom AshdownAnnual, yes. £55,800 a year. I'd want to double check the exact split against the order form before anyone quotes me on the rest, so I'll send you the document itself afterwards.
- Malcolm HebdenThat would be helpful. Over the full term, please, and with its dates.
- Marcus BellRight, so what I'd like to do is share my screen and walk you through usage, tickets and then what's coming up on the contract. Happy to jump around if you'd rather. Can you see it?
- Rebecca AinsworthI can see a dashboard with a lot of blue on it.
- Marcus BellThat's the one. Sorry, give me a second, I'll make it bigger. There. So I've pulled the numbers for the last quarter against the one before.
- Marcus BellFirst thing, and I'll be straight about it, is that active users have been steady. On average across the last month it's around seventeen people a day using B-Viz. Compared with the quarter before, that's flat. It hasn't gone up and it hasn't gone down.
- Malcolm HebdenSeventeen, against how many licensed?
- Marcus BellEighty licensed users. So there's plenty of room in the licence.
- Malcolm HebdenThen I should ask the obvious thing. Are we paying for a good deal more than we use?
- Rebecca AinsworthCan I come in on that, Malcolm? Because I'd put it differently. Seventeen is not seventeen of eighty people who don't care. It's the relationship managers and the member services team who use it every day, in every renewal meeting. The others, underwriting and claims, we've always said they'd come in more slowly.
- Malcolm HebdenI recall that, yes. But I would like to know when slowly becomes never. Members' money, not ours.
- Rebecca AinsworthFair. Fair enough.
- Tom AshdownAnd that's a good challenge, Malcolm, honestly. I'd rather you asked it now than at renewal. Marcus, can you show the split by team?
- Marcus BellYeah. Let me click through. So this is by team. Member services is the biggest, relationship managers right behind. Then you can see underwriting, which has a few regular people, and claims, which is smaller again, mostly looking things up rather than asking questions.
- Rebecca AinsworthWhich is what I'd expect. Claims handlers are on the phone all day. They don't have the time to sit and explore.
- Marcus BellRight. And that's actually something I wanted to suggest. Questions asked is the best measure of value we've got, and it's the one I'd like to see grow among claims and underwriting. Not by pushing, but by giving them a handful of ready-made questions they can use.
- Rebecca AinsworthWhat does the claims handler see, though? If it's another screen to open, they won't.
- Marcus BellUnderstood. So the idea is a page per member, pulling policy, claims and calls together, so it's one place rather than three. That's already there, on Growth. It's more about showing them it exists.
- Tom AshdownI'd add, there's the dashboards builder on Growth as well. If somebody in underwriting wants a view of, say, buildings with repeat claims, you can build that yourselves. Nobody here has to wait on us.
- Malcolm HebdenIs that included, or is it a separate charge?
- Tom AshdownIncluded in Growth. No extra charge. Again, I'll put that in writing so you've got it in front of you.
- Malcolm HebdenThank you. In writing is what I prefer.
- Rebecca AinsworthI'd actually like that. I could ask our head of underwriting to try building one. Is that something you'd sit with them on, Marcus?
- Marcus BellHappy to. Shall we book half an hour, you, me and someone from underwriting? I'd keep it small. Just one view that they'd actually use.
- Rebecca AinsworthYes, let's do that. I'll find out who.
- Marcus BellBrilliant. Okay, moving on, tickets. There were four in the last month. None of them high priority, so no urgent ones at all.
- Malcolm HebdenFour. Is that a lot?
- Marcus BellIt's a normal number for an account your size. Mostly how-to questions, someone wanting to know how to filter a page, and one about a connector that was slow to sync one morning. All answered and closed within the Growth response times.
- Rebecca AinsworthThe sync one was ours, I think. We changed something in the policy system and didn't tell anyone.
- Marcus BellThat's about right, yeah. It's worth telling me when something like that is coming, because when a source changes the connector can stop loading and nobody notices for days. If you let me know ahead, I can check it's flowing after.
- Rebecca AinsworthUnderstood. I'll make sure the team tells you.
- Malcolm HebdenAnd invoices. Is everything in order on your side?
- Tom AshdownEverything's paid, nothing overdue. Invoiced matches the order form, so no surprises there.
- Malcolm HebdenGood. I'd like to keep it that way.
- Rebecca AinsworthCan I ask about the freshness of the data? Because that's what I hear from the relationship managers. Not complaints, just, is it up to date when they walk in?
- Marcus BellGood one. The nightly refresh is meant to be complete by seven in the morning on business days, and from what I can see it has been. I'd say if a manager ever sees something stale, send it over and I'll look at it that day. Is that the whole picture, or have you had a specific case?
- Rebecca AinsworthNo, no specific case. Just wanted it said out loud.
- Marcus BellFair enough. Okay. So what I'd like to cover last is where we are on the contract, but Tom, do you want to lead that?
- Tom AshdownYeah, leave that with me. So, Malcolm, as you know, this is the two-year term and it ends on 16 Jan 2026, so the renewal date on our side is 17 Jan 2026. That's a good way off, but I'd rather we had the conversation early than have it land in December.
- Malcolm HebdenQuite. What does that commit us to, and for how long, when the time comes?
- Tom AshdownThat's what I can't answer today, to be honest, and I'd rather not guess. What I'll do is come back with the options in writing, the length of term, what's included, and the price with its base. Then you'll have something to put to the board.
- Malcolm HebdenThank you. I will say now that I would not expect to decide anything on a call. Any multi-year commitment goes to the board, and the board will want the usage as well as the price.
- Tom AshdownTotally understand. And that's why Marcus's numbers matter. You'd want to go to them saying, here's who uses it, here's what it did for members.
- Rebecca AinsworthWhich is why the underwriting and claims point matters to me. If we can show more of the mutual using it by autumn, that's a better story for the board.
- Malcolm HebdenAgreed. Though I would ask that we are honest about it, Rebecca. If usage stays where it is, I would want to know what that tells us about the licence we hold.
- Rebecca AinsworthOf course. I'd want that too.
- Marcus BellThat's fair on both counts. What I can do is put together a short value note before the summer is out. Usage by team, questions asked, and a couple of examples like the vestry roof one, if Rebecca is happy for me to use it.
- Rebecca AinsworthI am, as long as there's nothing that identifies the member. Keep it general.
- Marcus BellCourse. No names, no places.
- Malcolm HebdenMay I ask one more thing? Is there anything on the product side coming that would change what we are paying for?
- Tom AshdownNothing I know of that changes the Growth tier itself. If I hear anything I'll say. I won't quote you anything from memory, though, I'll confirm it all properly when I write.
- Malcolm HebdenThank you, that is exactly what I'd like.
- Rebecca AinsworthCan we also keep the regular check-ins going? Next quarter's session, I'd like Malcolm there again if he can.
- Malcolm HebdenI will try. Send the invitation early and I'll protect the time.
- Marcus BellWill do. So just to read it back. I'll send the screenshots from today and book the half hour with underwriting. Tom sends the order form and the options in writing. Rebecca, you'll find someone in underwriting and tell the team to warn me about system changes. And I'll draft the value note.
- Tom AshdownSounds right to me. Let's get something in the diary for the renewal chat as well, once Malcolm's seen the paperwork.
- Malcolm HebdenYes, once I've read it. Thank you all.
- Rebecca AinsworthThanks, both. Speak soon.
- Marcus BellThanks, everyone. Have a good weekend.
- Tom AshdownCheers all. Enjoy the sunshine, if you get any.
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