Kelbrook Mutual Insurance / BG-Demo – QBR
Callcompleted
Kelbrook Mutual Insurance · 3 Dec 2025 13:30
Kelbrook's QBR was positive on usage and invoices. Malcolm Hebden, the CFO, asked what the renewal commits them to and said he cannot sign a multi-year deal without the board. The term ends 16 Jan 2026.
What was said
What this says
As at Fri 9 Oct 2026Kelbrook's QBR was positive on usage and invoices. Malcolm Hebden, the CFO, asked what the renewal commits them to and said he cannot sign a multi-year deal without the board. The term ends 16 Jan 2026.
What happened: Marcus Bell showed usage up about two fifths on the quarter, with one ticket and no urgent ones. Tom Ashdown confirmed the order form and invoices agree at £56k.
Customer view: Malcolm questioned paying for eighty licences with about twenty active. Rebecca Ainsworth, Head of Member Services, said she wants to carry on and described underwriting interest.
Commercial: Malcolm will decide nothing on the call and wants any additions separate and priced. Tom promised renewal paperwork with the term and base figure, and Malcolm is to check the board date.
Watch: Rebecca says she is one of the heavy askers, so key-person risk exists. The evidence does not show a renewal price or the board date.
Themes
As at Fri 9 Oct 2026Theme
Growth QBR and renewal
Importance
renewal
Sentiment
positive
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 renewal paperwork with the term and base figure, with extras on separate lines, in good time before the board.
- Marcus Bell to send the usage summary and a short list of connected systems the day after the call.
- Malcolm Hebden to confirm the board date, and Rebecca Ainsworth to line up more underwriting and claims users.
Risks
As at Fri 9 Oct 2026- Malcolm sees about twenty active users against eighty licensed and wants proof the headroom will be used.
- Rebecca says she is one of the heavy askers, a key-person risk.
- The CFO cannot sign a multi-year commitment without the board, and the board date is unknown.
Opportunities
As at Fri 9 Oct 2026- Underwriting and claims are curious, so a short session on their own data could widen use of the Growth plan.
- An on-site training day or extra connectors could be offered, priced separately as Malcolm asked.
Transcript
Marcus BellHello, can everyone hear me alright? I can see Rebecca. Malcolm, I think you might be on mute.
Malcolm HebdenGood afternoon. Apologies, I had the wrong headset selected. Is that better?- Marcus BellLoud and clear, thanks. Afternoon, Malcolm. Tom's just dialling in as well, I can see him in the lobby.
Tom AshdownAfternoon all, sorry, sorry. The call before this one overran and then my laptop decided it wanted an update. How's everyone's week been? It's properly cold up here today, isn't it?
Rebecca AinsworthCold in Leeds too, Tom. I'll tell you what though, I had a lovely one this week. A treasurer from a village church rang in about changing a policy, and the relationship manager who picked it up already had the notes from the call last spring and the small claim from the year before. She didn't have to explain anything. And the treasurer said, and I wrote this down, that it was the first time an insurer hadn't made her tell the story twice.- Tom AshdownAh, that's brilliant, that. That's exactly what we want to hear. No drama, just somebody being looked after.
- Rebecca AinsworthThat's the whole point of it for us, really. Let's not make them tell us twice.
- Malcolm HebdenBefore we begin, if I may. I like to ask what has changed since the last order form. Is there anything on the contract side I should be aware of today, or is this purely a review of how things are going?
- Marcus BellGood question, and I'll let Tom pick it up properly in a minute, because the term end is coming up. But on the day to day, nothing's changed that I know of. What I wanted to do is share my screen and run through three things: usage, the support side, and then what you might want from the next stretch. Happy to take questions as we go.
- Malcolm HebdenThat is fine. Please do go on.
- Marcus BellRight. Give me a second, I'm just finding the right window. Can you see that? It's the usage summary, quarter on quarter.
- Rebecca AinsworthI can see it. Bit small, but I can see it.
- Marcus BellI'll zoom in. So, I've pulled the numbers, and the headline is good. Over the last thirty days we're averaging just over twenty people active, and that's up by about two fifths on the quarter before. That's a real step, not a blip. It's been climbing pretty steadily rather than jumping in one week.
- Rebecca AinsworthThat fits with what I'm seeing on the floor. When we started, it was a handful of us in member services who'd open it. Now the relationship managers open it before every renewal meeting without being asked.
- Marcus BellYeah, and that's the pattern I'd hoped for. People come back because it saves them time, not because someone's chasing them.
- Malcolm HebdenMay I ask about the licences? We are licensed for eighty users, I believe. Twenty or so active would be around a quarter. Are we paying for a great deal that we are not using?
- Marcus BellFair challenge, Malcolm, and I'd rather you asked it than sat on it. You're right, eighty licensed and around twenty active in a typical month. I wouldn't read it as waste. It's headroom. Member services is the heavy group, and underwriting and claims are only just dipping in. That was always the idea behind the Growth plan, that several teams would see the same member picture. So the real question is how fast the other teams come on.
- Malcolm HebdenI see. Members' money, not ours, so I do want to be sure the headroom is going to be used rather than simply sitting there.
- Rebecca AinsworthCan I come in on that, Malcolm? Honestly, that's my job as much as Marcus's. Underwriting have been curious for a while. One of the underwriters sat with me a couple of weeks ago and watched me ask it about a school's history across policies and claims. She said she'd spent half a morning the previous week putting the same picture together by hand.
- Malcolm HebdenHalf a morning for one school.
- Rebecca AinsworthFor one school, yes. So I don't think it's a hard sell inside the building. It's more that people are busy and I need to give them a reason to start.
- Tom AshdownIf it helps, we can do a short session just for underwriting and claims. Nothing grand. Marcus or me, an hour, using your own data so it's real. Let's get something in the diary for the new year, if that suits.
- Rebecca AinsworthI'd like that. Is that the whole picture on training, or is there a bigger option if we wanted people trained properly?
- Tom AshdownThere is an on-site training day we can add, but I wouldn't jump to that. I'd start with the short session and see who bites. And I won't quote you anything off the top of my head on the day option, I'd confirm it properly in writing.
- Marcus BellCan I carry on with the screen? There's a bit more here. The next thing is the support side. Over the last thirty days there's been one ticket from your team, and nothing high priority. No urgent ones at all. So on the face of it, a quiet month.
- Rebecca AinsworthThat sounds right. I think the only thing I remember raising was a small question from one of the team, nothing that stopped anyone working.
- Marcus BellYeah. And quiet isn't always good, I'd say that with a smaller customer, you'd want to check it isn't silence before people drift off. But here the usage is going up while the tickets stay low, so I read it as people finding their feet. That's the healthy version.
- Malcolm HebdenAnd on our side of the ledger, are there any outstanding invoices that I should be chasing internally? I would like to be sure we are not behind with you.
- Marcus BellNothing overdue, no. I did look before the call. Tom, you'll have the paperwork side better than me.
- Tom AshdownYeah, all square from what I've got. The annual recurring revenue on the order form is £55,800, and what we've invoiced matches it. So the contract and the invoices agree, which in my experience is not always the case, believe me.
- Malcolm HebdenThat is reassuring, and it matches my own records. Thank you.
- Marcus BellRight. I'll stop sharing for a moment so we can talk rather than stare at charts. The only other thing I wanted to flag before we go to the contract is that the nightly refresh and the connectors have been steady. I've nothing on my list that looks broken, so the data your people are asking questions of is current.
- Rebecca AinsworthAnd that matters more than you'd think. If a relationship manager is in front of a school and the claim from last week isn't there, they lose trust in it very quickly. They've not had that problem, which I'm quite pleased about.
- Marcus BellGood. I'll keep an eye on it.
- Malcolm HebdenTom, if I may return to my opening question. The term runs to 16 Jan 2026, and I see the renewal date as 17 Jan 2026. We became a member of your customer base on 17 Jan 2024, on a two-year Growth term. What does the renewal commit us to, and for how long? Over the full term, please.
- Tom AshdownSure, Malcolm. Fair way to ask it. So the current term ends 16 Jan 2026, and the renewal runs from the 17th. What I don't want to do is make up a number from memory and have you take it to your board. What I can tell you is that the base today is £55,800 a year, contracted and invoiced. I'll send you the renewal paperwork with the term and the figure set out in black and white, and whatever it is, it will come with its base.
- Malcolm HebdenThank you. I do not accept a figure without its base, as a matter of habit, so that is helpful. I should say plainly that I cannot sign a multi-year commitment without the board, and I will not decide anything on this call.
- Tom AshdownNo, and I wouldn't expect you to. This is just so nobody's surprised. You'll get it in writing and you can take it through in your own time.
- Rebecca AinsworthI'd add, just so it's said, that from where I sit I'd like to carry on. I wouldn't agree any terms without Malcolm, of course. But the renewal meetings are better, the members notice it, and I'd hate to go back to doing it by hand.
- Malcolm HebdenUnderstood, Rebecca. And I am glad to hear it. When is the board next sitting, Rebecca? It would help me to know how much time we have to work in.
- Rebecca AinsworthI'd have to leave that one with you, Malcolm, I don't want to give the wrong date. You'd know better than me.
- Malcolm HebdenYes, quite. I will check and let Tom know, so that the paperwork arrives in good time for it.
- Tom AshdownPerfect, that works for me. If you tell me the date, I'll work backwards from it.
- Marcus BellCan I add one practical thing? If the plan is to bring underwriting and claims in properly, it's worth us thinking now about which of their systems they'd want connected, because that's where the real value is. I can pull together a short list of what you're connected to today and where the gaps might be. Not a sales thing, just so you've got it in front of you.
- Rebecca AinsworthThat would be really useful. Claims especially. Is that something we'd decide ahead of the renewal or after?
- Tom AshdownEither, to be honest. Might be tidier to have the list first, then we can see if anything in it changes what you'd want on the paperwork. If it doesn't, we leave it alone. I'd rather not load you up with extras you don't need.
- Malcolm HebdenI would welcome that approach. Please keep any additions separate and clearly priced, so that I can see what each one commits us to.
- Tom AshdownWill do. Separate, with the base, each on its own line.
- Rebecca AinsworthOne more from me, if there's time. Is there anything we should be doing differently to get more out of it? Marcus, you see lots of customers. Is there something the good ones do that we don't?
- Marcus BellThat's a nice question. Honestly, the ones who do well tend to have somebody like you, Rebecca, who keeps using it in front of other people. They don't send round a memo, they just show a colleague. And they tell us when something's not working early, rather than letting it sit. You're doing both already, so I wouldn't change much. If anything, spread the asking around, so it doesn't lean too much on one or two people.
- Rebecca AinsworthThat's fair. I do think I'm one of the ones asking a lot. I'll try and get a couple of others to be the voice in their teams.
- Marcus BellThat'd be great. Shall we book 30 minutes in the new year to look at how that's going, whoever's joined by then?
- Rebecca AinsworthYes, please do.
- Tom AshdownRight, so, just to make sure I've got this straight, because I'm terrible at keeping notes and I'd rather say it out loud. Marcus is sending the usage summary and a short list of connected systems. I'm sending the renewal paperwork with the term and the base figure, and anything extra on its own line. Malcolm's checking when the board sits, and Rebecca's lining up a few more people from underwriting and claims for a short session. Have I missed anything?
- Malcolm HebdenI think that covers it. I would only ask that the paperwork reach me with enough time before the board meets, and that the term end of 16 Jan 2026 is not allowed to creep up on us.
- Tom AshdownUnderstood, Malcolm. Leave that with me. You'll have it in good time, I promise.
- Marcus BellAnd I'll send my bits tomorrow, so you've got the numbers in writing as well as on a screen. Thanks, both, this has been a good one.
- Rebecca AinsworthThanks, Marcus. Thanks, Tom. It's nice to be on a call where the news is mostly good.
- Malcolm HebdenThank you all. I found it a clear and useful review. Good afternoon.
- Tom AshdownCheers, everyone. Keep warm.
- Marcus BellSpeak soon. Bye for now.
- Rebecca AinsworthBye, all.
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